Research: Gen X Consumption
We explored a "How might we..." question using human-centered design methods. Through research and analysis, we developed strategic and speculative design concepts addressing issues such as class inequality, transportation, gentrification, mental health, and sustainability. Working in small teams, we mapped these challenges before narrowing our focus. A strong HMW question identifies the audience, problem, and context.
Our question evolved from, "How might we inform local communities about the impact of big corporations?" to, "How might we help Gen X consumers in Northwest Arkansas make socially and environmentally conscious grocery choices?"
The Research
Once we defined our HMW question, we began research. We started with primary research, including stakeholder maps, personas, and case studies to better understand our audience. We then conducted secondary research through in-person interviews with Gen X participants, triads and value opportunity analysis, and personal shadowing. Together, these methods uncovered insights that guided our design concepts.
The User Journey
We created a detailed user journey map to understand how Gen X consumers experience grocery shopping before, during, and after each store visit. By mapping stages such as planning, traveling, shopping, and checkout, we identified key needs, behaviors, and motivations throughout the process.
Mapping the user journey revealed where design could have the greatest impact. Our research showed that Gen X generally prefers not to be told what to do and favors in-person shopping over technology. As a result, we shifted toward more screen-free solutions, including neighborhood grocery carpools, personal shopping and delivery services, and a redesigned store layout to improve customer flow.
The Design Outcome
With our research complete, we brainstormed solutions for the key opportunities we identified. After exploring a wide range of ideas, from a home assistant for grocery shopping and meal planning to a grocery habit tracking app, we narrowed our concepts to three final directions: a hybrid shopping cart, a universal icon system, and a gamified mobile app.
Reflection
This project reinforced three key takeaways about human-centered design:
→ Designing around people's lives is more effective than interrupting them.
→ Listening is the foundation of empathy.
→ Meaningful change happens when every lifestyle is represented in the research.
