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UX Research

Parental user experience study for chain supermarkets

Research conducted in strict accordance with CITI Program Social & Behavioral Research certification guidelines

Research conducted in strict accordance with CITI Program Social & Behavioral Research certification guidelines

Why do a lot of parents go grocery shopping without their children?

Why do a lot of parents go grocery shopping without their children?

MY ROLE

MY ROLE

UX Researcher

UX Designer

UX Researcher

UX Designer

TEAM

TEAM

Rachel Yun
Jasmin Lau

Kelia Olughu

Scott Stephens Jr.

Rachel Yun
Jasmin Lau

Kelia Olughu

Scott Stephens Jr.

DURATION

DURATION

4 Months

4 Months

TOOL

TOOL

Primary research

- Interviews

- Ethnographic research (observation)

Secondary research

- Literature review

Primary research

- Interviews

- Ethnographic research

(observation)

Secondary research

- Literature review

Problem

Parents frequently face physical and cognitive difficulties when shopping for groceries with young children, whether using strollers, baby carriers, or their children walking on foot.

Solution

The study results show that parents want a post-checkout delivery service for physical ease, a gamified shopping experience for young children, an in-store navigation app for quicker trips, an in-store child care zone so children stay safe while parents focus on groceries, and personalized price and freshness alerts so customers no longer have to guess where to shop for fresh and affordable produce.

PROCESS

Study Design

Discover

Define

STUDY DESIGN

Project Summary

MY ROLE

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

Rationale and Background Information

MY ROLE

This project will focus on how parents with children under eight navigate the grocery shopping experience and how they manage its various physical, emotional, and cognitive demands. For this demographic, grocery shopping is a regular necessity often completed under stress. Shoppers in this environment face potential challenges, including overcrowding and safety concerns. But for parents with young children, these challenges are easily heightened. By studying the complexity of grocery stores as everyday environments, the following project aims to understand and identify the factors contributing to the overall experience for young parents with children.

Goal, Objectives, and Assumptions

MY ROLE

Goal

Our goal is to identify and define the various facets of the grocery store experience for young parents shopping with children, with the objective of supporting future user-centered improvements in large supermarkets

Objectives

  1. Understand the method and frequency of grocery shopping among young parents

  2. Identify the impact of grocery shopping on the lives of young parents.

  3. Understand the shopping experience when young parents shop with their children

  4. Identify what young parents like or dislike during their shopping experience

  5. Identify the perceived easiest and hardest times to shop with children

  6. Understand how to promote a sense of attachment to their grocery store for young parents, leading to repeat visits

Assumptions

1. Our users shop with children

  1. Our users shop in large-scale grocery stores

Project Plan

Ethic Management

MY ROLE

Potential participants would sign an informed consent form after receiving recruitment material that contains detailed information and discussing the research with the investigator, including that it is voluntary participation. Informed consent would be stored in the team’s SharePoint folder.

Interviews would be conducted virtually or in-person and would be video- and/or audio-recorded for transcription purposes. Recording of the interviews would be stored in the team’s SharePoint for the entire duration of the Spring 2025/2026 semester and for 30 days afterward, at which time the audio recording would be deleted. Participants would be assigned a unique ID, which would be reflected in the transcription and any documentation of research subjects. The interview transcript would be submitted on the learning platform, Canva, to the class instructor for review and grading purposes.

During ethnographic research (observation), detailed notes would be taken by each investigator; however, no photographs, names or other identifying information would be noted.

DISCOVER

PRIMARY RESEARCH - INTERVIEWS

Consent Form

MY ROLE

Recruitment Advertisement

MY ROLE

Screener

MY ROLE

Participant Recruitment Strategy

MY ROLE

Interview Protocol

MY ROLE

DISCOVER

PRIMARY RESEARCH - OBSERVATION

Ethnographic Fieldwork

MY ROLE

DISCOVER

PRIMARY RESEARCH - PROBE KIT

Probe Kit Prototype & Rationale

MY ROLE

DEVELOP & DELIVER

Userflow

MY ROLE

SET UP THE APP

  1. Loading page

  1. Sign up

  1. Set up profile(s)

  1. Fill out allergies

  1. Homepage

Monitor and log allergies, intolerances, reactions, and severities all in one place.

SCAN GROCERIES

  1. Homepage

  1. Scanner

  1. Opens camera

  1. Scan groceries

  1. See product information

Scan the FAI label to quickly identify allergens and intolerances within food products.

ORDER DELIVERY FOOD

  1. Settings

  1. Connect to preferred delivery app

  1. Select profile / allergies

  1. View allergy-friendly restaurants and meal options

  1. Send my allergy information to the restaurant

Connect FAI to food delivery apps for allergen and intolerance checks regarding any meal. Upon order confirmation,
FAI alerts restaurants with your allergen information for careful meal preparation.

FIND RESTAURANTS

  1. Loading page

  1. Restaurant explore page

  1. Restaurant maps / list

  1. See menu

  1. See safe options

Explore our specially curated restaurant selections serving all your allergy and intolerance needs.

SCAN RESTAURANT MENU

  1. Homepage

  1. Scanner

  1. Opens Camera

  1. Scan FAI label on menu

  1. See safe options

FAI labels integrated into restaurant menus provide ensure informed dining everywhere.

OUTCOMES

What’s Next

OUR SUCCESSIONS

  1. We reduced confusion and saved people's time while shopping groceries.

  1. We expanded our system to restaurants and delivery food.

  1. We collaborated with the FDA to provide a more reliable database for users.

NEXT STEP

Applying the system internationally.