Overview
My Role
Service Designer – Graduate Project
Team Size
(3) Service Designers
Project Type
Service Design
Customer Experience
Duration
10 weeks
Year
2023
Read the full case study here
Lite Foot Company
Lite Foot Company is an eco-conscious refillery based in Savannah. They specialize in providing refillable household and personal care products, along with other zero-waste essentials. Their mission is to support sustainable living by offering a convenient alternative to single-use products.
Problem
Lite Foot Company’s current shopping process is confusing, leading to poor customer experiences. Additionally, customers face difficulties accessing and understanding product information. This, combined with a lack of consumer engagement, has resulted in reduced foot traffic and service usage.
Solution
The project aimed to simplify the shopping process and improve product accessibility by redesigning the customer journey. Our goal was to enhance clarity, boost consumer engagement, and drive foot traffic, ultimately improving the overall shopping experience and service usage.
Introduction
About the Client
Lite Foot Company is an eco-conscious refillery based in Savannah. They specialize in providing refillable household and personal care products, along with other zero-waste essentials. Their mission is to support sustainable living by offering a convenient alternative to single-use products.
Our Goals
Enhance Refilling Service: Improve the refillable service to make it more user-friendly and efficient.
Boost Consumer Engagement: Increase the number of customers using the refillable service.
Foster Reuse Trends: Encourage a culture of sustainability and reuse in the local community.
The project aimed to redefine Lite Foot Company’s in-store customer experience, with a focus on their refillable service. Our goal was to enhance convenience for consumers and foster a culture of reuse in Savannah.
The Challenges
Confusing Shopping Process: Customers found the shopping process confusing, which negatively impacted their overall experience.
Product Information Difficulty: Customers struggled with accessing and understanding product information.
Lack of Consumers: There was a need to attract and engage more consumers to improve foot traffic and service usage.
Research & Discovery
Primary Research
To address these challenges, we conducted the following primary research:
Expert Interviews: Interviewed the CEO to gain insights and validate our findings.
Customer Interviews: Gathered feedback directly from customers to understand their experiences and identify pain points.
Service Walkthroughs: Conducted two separate service walkthroughs to observe and analyze the in-store customer journey, identifying areas for improvement.
User Personas
Analysis & Recommendations
Key Findings
Based on our research, we identified three critical pain points and developed the following solutions:
Confusing Shopping Process
Solution: Redesign the store layout and signage to streamline the shopping experience. Implement clear, step-by-step instructions to guide customers through the refilling process.
Product Information Difficulty
Solution: Improve the accessibility of product information by incorporating digital displays and interactive kiosks. Ensure that product details, including ingredients and usage instructions, are readily available and easy to understand.
Lack of Consumers
Solution: Develop and implement marketing strategies to attract more customers. This could include local partnerships, community events, and promotions to raise awareness about the refillable service and its benefits.
Recommendations for Artifact Display
To enhance the in-store experience and address the identified challenges, we recommend displaying artifacts as follows:
Streamlined Store Layout
Use clear and intuitive signage to guide customers through different sections of the store.
Place informational displays at key points to provide guidance on the refilling process and product options.
Interactive Product Information
Install digital screens or interactive kiosks where customers can access detailed product information, including refill instructions and sustainability benefits.
Ensure that these displays are positioned prominently to catch the attention of shoppers.
Consumer Engagement Artifacts
Create engaging visual displays and signage that highlight the benefits of using refillable products and promote the store’s sustainability mission.
Use these artifacts to showcase customer testimonials, success stories, and community impact.
Future State Customer Journey
Conclusion
This project provided valuable insights into improving the customer experience at Lite Foot Company. By addressing key pain points and making strategic recommendations for artifact display, we aimed to enhance convenience, attract more consumers, and promote sustainable behaviors. Through this service design process, Lite Foot Company is better positioned to fulfill its mission of supporting sustainable lifestyles in Savannah.