Tomorrow’s mobile services

A comprehensive study to identify opportunities on mobile

Client : Carrefour Group  –  User research + UX lead

User research

Before, during, and after purchase

Full immersion

We worked closely with Carrefour to get us immersed in the customer life cycle for food and non-food shopping

1

Understand how customers choose their store

2

Understand the journeys in an onmichannel context

3

Prototype regarding the assumptions

4

Test the prototype and existing mobile solutions

5

Present the study in order to involve managers in the implementation

Omnichannel issues

Prospects & loyal customers,

users and non users of the actual mobile services

FOCUS GROUPS

Open discussions about participants’ expectations in terms of mobility to improve their shopping experience. And fairly accurate insights on future mobile services, collected on the basis of mock-ups.

SHADOWING INSTORE

We spent time in shops in Paris and other cities to observe customers’ purchasing practices in real life, and particularly the use they make of mobile in-store. We interviewed them to understand the role of the different channels of the brand in their experiences before, during and after purchase.

USABILITY TESTING

We carried out several test sessions in Paris, Lyon and Marseille on the basis of an HTML prototype and the existing mobile application. These tests allowed us to determine and prioritize service optimization points. We were also able to dig through the customer’s expectations in their consumer dailies.

3 materials

Testing existing services and prototypes

EXISTING CARREFOUR APP

This mobile application focuses on loyalty and promotional catalogs and incidentally other additional services (shopping lists…).We evaluated the interest for the application and its ergonomy based on test scenarios, analysis of tasks and open discussions.

CONCEPTS AND HYPOTHESIS

This part of the study was the most important because we decided to co-design solutions with consumers regarding to the understanding of identified needs in their every day life organisation (specially for families). We tested concepts for new services, journey and features.

NEW ECOMMERCE MOBILE WEBSITE

As a part of the ecommerce mobile project, Carrefour wanted to test the first interface tracks with its customers. We accompanied Carrefour on the design of a prototype and the scenarios definition.

Test-in-France_Carrefour

3 CITIES

Because purchasing behavior and customer expectations are not the same depending on the place and the way of life, we have worked in Paris, Lyon and Marseille in the city centers and in the outskirts.

4

Focus groups

4

Test sessions

98

Screens audited

76

People interviewed

We delivered a mobile and omnichanel digital roadmap regarding food + non-food business and issues.

PLUS DE MISSIONS

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