Parents of young children tend to frequently encounter physical and cognitive barriers while grocery shopping that can often induce stress and promote inefficiency across the routine. The following research aims to investigate the grocery shopping experience for parents with children under eight who shop with strollers, baby carriers, or children on foot. The rationale for this user study is to achieve a better understanding of how grocery store ecosystems work to accommodate this user group during high-volume and low-volume shopping visits.



Using in-depth interviews, observational studies, and literature review, our study will identify the key pain points in the grocery store shopper experience. Factors such as store layout, user navigation, user accessibility, decision-making, and overall comfort will all be considered. Participants will be chosen based on their shopping frequency and family configuration to ensure the authenticity of their experience and behavior. The data collection will transpire over the course of the academic semester.



This project should result in a clear and defined set of unmet user needs and areas of opportunity to improve the grocery shopping experience for young families. These findings will help inform any future design recommendations focused on making grocery shopping a more supportive, welcoming, and user-friendly experience for young parents in large supermarkets. The research here should ultimately provide insights that can build a culture of repeat