Customer (Iteration 1)

Target Segment 1

Young workers in the group age of 25-40 years old. They have an active lifestyle, tech-savvy. Their daily schedules are busy with works and personal matters. Often ending up working late/overtime, they are looking for time-efficient grocery shopping experiences in both offline and online.

Target Segment 2

Customers are in the group age of 25-65 years old who are financial-conscious, especially housewives who are taking control of the household finances. Majority of women in Japan are familiar with saving money and shopping within their allocated budget. This habit of saving money is known as “Kakeibo” in Japanese. 

Establish the way the product/service is to be used by customers

Use Case 1

Efficient, self-service and personal shopping experience with tech-enabled capabilities
Adding to this, there is a customized feature on AEON mobile app, sending regular alerts when the customer scans a product with it. Based on their personal profile and data they filled at the beginning, they would:

• get some warnings on products they scan, based on their allergies (nuts, lactose, gluten…) to avoid taking a product that has it
• Gain some time while doing grocery shopping, since they wouldn't have to read the whole back of their products

Use Case 2

A financial diary feature in AEON mobile app that will provide the data of customers monthly spending and transactions history.

• Monthly auto-generated report of customers spending
• The report is delivered to customers through the mobile apps and personal emails

Use Case 3

Recommendations of cheaper products when customers scan certain products.

Use Case 4

Time efficiency in the shop by ordering online on the mobile application to go pick up your grocery shopping ready directly at the store.

Determine the values, beliefs, and motivations of the customers - find what is important for them

Customer Truth of Use Case 1

• Owning the smartphone, customers are excited to explore extra capabilities of the phone in daily activities
• Quickly share the great experiences to social media
• Grocery shopping is a routined activity, so if there are more new personal experiences, that will be great
• Curious to find out more information about existing and new products
• Other shoppers don’t need to see one’s basket of items
• Tend to go with non-cash payment, hence payment should be completed in a quick yet safe and personal way
• Checkout should be done fast and in personal way
• “If I go as fast as I can in a store, I end up with less insights and information about the products I just bought.”
• Need for time efficient solutions
• Interest of knowing their products better, and avoid some that would not be great for their health
• Getting proper recommendations based on your customer profile
• Finding other solutions for a product, if you're allergic to the first one

Customer Truth of Use Case 2

• Financial-conscious and committed to regularly saving money
• Shopping with budget 
• Interested in analyzing the data of their historical purchases
• Willing to manage their spending wisely

Customer Truth of Use Case 3

• “I lose too much time going grocery shopping once or twice a week. Plus you have to wait in line to pay at the end of your shopping and it gets me more anxious”
• “I lose time to go to the grocery store, when I could just work at my place or at the office”
• Need for time-efficient solution in a market where those don't exist yet

What is your customer lacking? What would you solve with your service?

Problems faced by customer segment 1

• For customer at cashier counter, time-consuming as items are individually scanned and packed by staff
• Error in scanning as staff lost focus
• Long queue of customers for their turn to cashier counter 
• Other people can see what one shopped for
• Personal experience only happens at the counter when scanning the membership card, etc.
• Price tag can have wrong information (weight, expiry day, price, etc.) at the shelves
• Lack of time-efficient solutions in existing grocery stores
• Not finding proper recommendations/associations to some products
• Having concerns about your health and not properly seeing on the back of your products allergies you could have
• Losing some time while grocery shopping: reading the back of all your products…
• Not finding proper replacements if you are allergic to one of the product that you picked (no recommendations)
• Losing time going to the grocery store (transport) 
• Doing the queue at the end of the store to pay
• Losing time reading everything while being in the store
• Not having much time to shop, if you finish working late at night

Problems faced by customer segment 2

• Overspending grocery budget as there is no reminder and tracking during shopping
• Recording the bill manually is time consuming 
• Keeping the paper bill requires some space in the wallet
• There is the risk that ink on the paper bill fading out before the data gets recorded.