Researching customer needs


Project Name: Research Journey
Client: Valsplat & Hogeschool Utrecht
Year: 2017


What do customers experience during shopping at Albert Heijn?

To answer this question I went in the field with my team. By applying different UX research methods, such as a service safari, contextual interviews with the staff and customers and a idea generation we came up with relevant findings in the shopping process. The findings and suggestions were brought together in the journey map below.



Old fashioned grocies lists are still very popular. Over 85% of the customers use it to remember their groceries, while less than 10% use a digital list.