We compare generic brand to name brands to save you time and money
Process mapping the journey of a customer after they arrive in store.
LOTS of Interviews at Target.... Double chins not included.
v1 Prototype - the Result of Development meetings!
Themes from Consumer interviews:
- There should be a landing page that shows all of your options after search
- Consumers don't understand the "expert" rating, and think it should include ingredients, but they also want to see ingredients seperately
-Ingredients are the #1 thing consumers currently look at at shelf, but performance probably matters more, they just don't have a good gauge on this (where we can help)
Current ProtoType - V3
Themes from Consumer Interviews:
- Add pictures
- Still not abundantly clear what "Brandefy Score" is
Themes from consumer interviews:
- They get that it is similar to brand, but want to see ingredients seperately. (There is a V2 we aren't showing in which people thought 'scores' were price differences and the up/down button was helpfulness. They prefer agree/disagree)
- From an overall design standpoint this is WAY too busy.
V4 - Honing in on what people care about - Performance & ingredients
Users did not understand the bar, and a big update for this in the written section, we say HOW it is different.
We simplified this search screen a LOT and included pictures at the users' request.
Active link: https://pr.to/QEHSF4/
We are concurrently running brand development. It has been a ROUGH road so far, but thanks to consumer feedback we are getting closer. Qualities we want our branding to embody are: transparency & honest, fun, and helpful.
Board from the prototype fair! (We got a lot of great feedback. There are still a few things that are unclear/that consumers want, so we are continuing to Prototype. Chandra and I are testing a new version in Walmart & Target on Friday.)
Chandra and Meg spent 12/8 in Walmart testing the above prototype. It was clear that we still had work to do after the Darden Design Fair. We redid some features and went to test with a very different demographic. We have more changes to make but are that much closer.
Main problems with this prototype are:
- Stars are not relative - they read them as if they are the stars on Amazon
- the number one rhing they see is the ingredient score
- The Agree/Disagree buttons do not make any sense --> get rid of these
- Number of reviews by other customers does matter
- don't understand where the brandefy review is coming from