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FoodDiscovery#2: Ethical Search: Designing an irresistible journey with a positive impact

Borja Santaolalla

Following the first part of the #FoodDiscovery series, which focused on the new role of search technology in food shopping (i.e. the why and the what), this second part will move on into the details of how to design an experience that fulfils those set of objectives around sustainability, well-being, etc. … so that brands in the groceries industry (i.e. Supermarkets and CPG brands in their D2C channels) start building meaningful relations with their customers based on trust and integrity.

Home to your Happy StoreOBJECTIVES Make online food restocking easy and effortless Help customers to buy more wisely (i.e. save money + greater convience) Help customers to eat well and drive a healthier life Make online food shopping fun and joyful Re-connect customers with the bran

2. DESIGN PRINCIPLES

2.1 Trust

Efficiency: Operational efficiency: display relevant results Transparency:

(i) Explain why products are displayed the way they are. Netflix effect: “because you watched…”

(ii) Personalised results and recommendations that feel familiar, not creepy

Consent over personal data:

(i) know my name

(ii) know my purchase and search history

(iii) know my tastes and preferences

(iv) know what I want

Control: Allow people to configure the above personalisation preferences and feel in control

2.2 Guidance

Helpful

(i) Find items quickly and effortlessly

(ii) Search results are relevant at an individual level

(iii) Provide reminders: “Don’t forget” type of help

Inspiring:

(i) Suggest new relevant products (less costly and healthier)

(ii) Suggest seasonal products

(iii) Suggest new recipes to drive healthier life

2.3 DELIGHT

Beyond features. Make shopping entertaining, fun and pleasant. Design online experiences across channels in harmony and coherence to brand values.

3. JOURNEY MAPPING

How can we design experiences that transform all of the above into magical moments of truth? How can we design experiences that evoke the feelings of trust, guidance and delight?

Once objectives and principles have been clearly articulated following a similar guideline to the above, the next step that we follow at Empathy is wearing the hat of the customer, and drawing the journey, describing every moment of it, mapping actions, emotions and UIs.

At a very high level, a food discovery journey looks something like this:

Food Discovery Journey Design

4. USE CASE DESIGN (samples)

A number of use cases can designed to deliver the expected outcome: helps users save money and eat well. Lets review a couple of them here:

My Cart:

Provides a recommendations to replace based on different criteria, such as brand affinity and dietary preferences.

Restocking items from My Cart page.

My Preferences:

This is the personal space used by users to specify their favorite brands and items, dietary preferences, etc.. Every single recommendation must be understood, consented and arbitrary to change.

Setting my personal preferences.

Checkout:

Provides a total € of savings together with healthy recipes based on the cart items.

Checkout: Save some bucks before you go and get inspired with new recipes.

Conclusions

As seen in the user mapping journey and sample use cases above, search and contextual recommendations have a precise moment and multiple ways in which to be delivered. The ability to creatively, effectively and seamlessly map those actions to produce the right emotions is critical in the delivery of an irresistible discovery experience.

Design your search and discovery journey the same way you train your shop assistants to reply to your customers. Your brand values and ethics are at stake.

In the third and last part of this #FoodDiscovery series, data and relevancy will be the main ingredients. After covering arts and ethics in this post, science will take over with the aim of delivering superior relevance in all search results and recommendations to each single individual.

Original author: Borja Santaolalla
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