Research: Gen X Consumption

As a group, we were tasked with researching a specific “How might we…” question through various human-centered design methods. Using data and insights collected, we developed multiple strategic, speculative design proposals to address a specified issue. This ranged from issues surrounding class inequality, transportation, gentrification, mental health, sustainability, and a plethora of other areas that impact our community which could theoretically improve from design intervention. We branched off into small groups and mapped out these issues to define specific focal points to hone in on. A successful “How might we…” question identifies an audience, issue, and context. For us, this question started at “How might we better inform local communities about the impact of big corporations?” but evolved into…“How might we inform Gen X consumers in Northwest Arkansas to make socially and environmentally conscious grocery purchasing choices?”

After solidifying our HMW question we dove into research methods. To see more on these methods in particular—check out the blog post where I go in-depth on this process (*click me*)!! To overly simplify that experience, we started with primary research which consisted of a stakeholder map, personas, and individual case studies which allowed us to better understand our demographic. We continued into secondary research which manifested into three distinct phases. The first consisting of in-person interviews with Gen Xers in our community, probing them with questions about their technology habits, consumption patterns, and biological identifiers. The next phase included triading and value opportunity analysis. We concluded with personal shadowing. All of these research methods led to insightful data and findings that helped build a concrete foundation for our potential design solutions.

Create an in-depth map of our user’s journey. This process aids in understanding the potential users interaction along the journey we are researching and trying to intervene in. We tracked the main items on that linear map of their journey through a grocery shopping trip both pre and post store visit. These steps include the research, transportation, and bagging among other important aspects of their experience. This allowed us to take an arial view of the Gen X consumers process and truly digest their potential areas of need and motivations for decision-making.

Upon nailing down key touch points for our user we were able to more easily understand the areas in which design intervention would make the most sense for our audience. We knew from data collected that Gen Xers didn’t want to be told what to do or how to act by others and they were most likely to use traditional means of shopping over tech-based options. This allowed for a multitude of solutions that were not screen-based or app involved. A few of our key solutions included a carpool service for neighborhoods to store trip together, a service for shoppers to shop on your behalf before delivering to your residence, and rethinking the entire store layout and customer navigation.

After analyzing and reflecting on all of the data we had collected from our research we were able to speculate specific solutions at touch points along our user journey. We brainstormed a wide-range of potential solutions but narrowed it down to 8 possibilities. These ranged anywhere from a home-based bot for assisting you with the task of grocery shopping and meal prepping to an app that tracks grocery habits and trends in each users life. But we stuck to three key concepts—a hybrid shopping cart, a universal icon system, and a game-based app. You can see each of these broken down and dissected below.

After concluding this project we reflected and came to three key points for implementing human-centered design in future projects.

→ Integrating into people’s lives is more important than interrupting them.
→ Listening to others is the only real way to gain empathy.
→ Change will only come if everyone’s lifestyle is included in the data.

Check out my cohort’s personal design pages below ! They are the bees knees. :’)

→ Bret ←

→ Courtney ←

→ Alyssa ←