What does design have to do in a Grocery Store?

The word ‘design’ brings in the frame of canvases, sketches, illustrations, paper models in everyone’s mind. Perhaps it has got to do with a lot more than specific product designing. In a changing world, where expectations are higher, challenges are complex and time is limited, solving problems require combinational skillsets than traditional problem solving and innovation methods. Often one-dimensional, our innovative approaches turns out to be mere incremental improvements because of following reasons:

1.     Looking at the problem in hand, and only at it!

The problem in hand is always the foundation from which any innovation sprouts, but is it the only base at which we should focus? Perhaps No! Developing solutions based on a problem might solve the existing menace, but it could re-emerge as a different version later on, or the solution could become irrelevant in very near future.

2.     Focusing on the customer and keeping the user out of sight!

Every product/service solution in the market looks at the customer, his/her expectations, wishes, dynamics etc. However, customer is not the only one who is the interested party here. Quoting the example of baby diapers, customers are the babies and parents are the users. Well, if customers were put at the nucleus of product development, the solution would emerge as the material to be soft, better absorbing, leaves no rashes etc. On the other hand, User, the parents require the diapers to be designed in a way that in addition to above features, they would anticipate whether it could be worn easily, easy to dispose etc.

3.     There is no one single solution to a problem, there are hundreds yet thousands!

Every problem could have solution, or solutions. Innovating to find the best solution is to develop a combination of many factors that solves the problem in various dimensions! Fighting the obviousness is key to opening up the minds and thoughts to create breakthrough solutions. Just like how Apple approached 8Inc, a design firm to establish their retail business.

Read here: https://www.straitstimes.com/lifestyle/home-design/the-designer-behind-the-original-apple-store-concept

4.     Solutions are tested within limited people with limited prototyping

The word prototyping, looking at one-dimensional approach would be an incremental change in the existing design which will be then deployed until found useful. Predictive approach, and jumping to conclusion is a barrier to creating awesome products and services. The answer to this puzzle is ‘Agile iteration’, where plethora of solutions, from various dimensions are put in test together with focus ‘cheap’ and ‘fast’ methods to develop the best combination of solutions.

This is the ‘Design Thinking’ approach that is creating storm in the innovation landscape. Build around three fundamental pillars which are ‘User Insighting’, “Creative Ideating’ and ‘Agile Iterating’, Design Thinking is growing to be an imperative skill for modern professionals who are facing complex challenges to be solved. It is all about unearthing the child-like mindset within us.

"Design Thinking is a human centered and collaborative approach to problem solving, using a design mindset to solve complex problems" - Tim Brown, President IDEO

 With this concept hovering around me, many questions pop up in my mind when I am at the Super Market!

 1.     Why is the cart built this way, why is it difficult to move, why is it heavy?

2.     Why are stuffs placed in the racks very high, how can short people access those?

3.     How can technology help me not to miss any item that is required to be purchased, or rather told by my wife to be bought!

4.     How can I push my baby stroller and a cart together

5.     What was the price of this item when I bought it last time, has it gone up or am I getting a good deal?

6.     How can I reach the exact location to find an item without wandering the whole store?

7.     How can I avoid queues?

8.     Why is there a traffic jam if two carts travel side by side in an alley?

9.     How can I place the perishable, fragile things in my cart without getting it damaged?

10. Does the store address the needs of Short People, People with babies/kids, language barriers, quick shoppers?

One interesting attempt in redesigning the shopping cart by renown design firm IDEO, is a pleasure to watch, for understanding the process of Design Thinking. Watch it here: https://www.youtube.com/watch?v=M66ZU2PCIcM

‘Design Thinking and Creativity in Business’ course certification from the iconic INSEAD is a gem to possess for whoever look forward to this subject. Prof. Manuel Sosa takes the attendees through an amazing 5 week of immersed journey to help understand the subject than anyone could do! Read more here: https://www.insead.edu/executive-education/open-online-programmes/design-thinking-creativity-business

"People ignore design that ignores people"

Disclaimer: Views expressed in this article are personal and written based on my understanding and knowledge on the subject. Please note that these views do not represent the views of my employer.

Picture Credits: ideou.com, pymnts.com/