About the Project
This project was part of my UX Research & Strategy class, where I conducted field research and developed user personas for Trader Joe's online delivery service. By observing customer behaviors in-store and analyzing trends, I gained hands-on experience in user research methodologies. The personas I created were a key deliverable, designed to align Trader Joe’s unique brand identity with customer needs.
For this project, we were to assume Trader Joe's Business Goals for the online experience is to -
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Gain a new customer segment that can be enticed by online shopping, but still stays true to its brand
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Increase frequency of customers purchasing by optimizing for user needs
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Increase the average quantity of items purchased by hyper-efficient suggestion model and ease of use
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Inspire customers to experiment with new foods
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Create a unique branded experience that is authentic to Trader Joe's
Keeping these goals in mind we had to build our user personas for the brand.
Research Process
Understanding the Users
1) Field Research at Trader Joe’s -
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Spent 3+ hours at the Queen Anne, Seattle, location observing customers.
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Key observations:
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Afternoons: Families enjoying seasonal setups
(e.g., pumpkin patch). -
Evenings: Young professionals opting for grab-and-go items.
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2) Supplemental Research -
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Analyzed demographic data, shopping trends, and user behaviors through articles and reports.
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Validated hypotheses with secondary data.
Photos From Trader Joe's
Meet the Personas
1. The Loyal Foodie
Demographics & Interests
Name: Sarah Thompson
Age: 43
Marital Status: Married
Household Size: 4 (husband and two kids aged 6 and 3)
Income: $120,000 annually
Job Title: Senior Marketing Manager at a tech firm
Location: Suburban Seattle, 15-minute drive to TJ's
Car: Toyota Highlander a Family SUV
Favorite TV Show: "Masterchef"
Hobbies: Yoga, cooking, experimenting with recipes, family outings
Food Shopping Frequency: Weekly trips to Trader Joe’s, spending 1 hour in-store
Cooking Frequency: Cooks 5-6 times a week for her family
TV/Relaxation Frequency: Watches TV at night after family meals
2. The Distracted Urbanite
Demographics & Interests
Name: Emily Evans
Age: 23
Marital Status: Single
Household Size: 1 (lives alone in a studio apartment)
Income: $70,000 annually
Job Title: Marketing Coordinator at a Automobile startup
Location: Lower Queen Anne, Seattle (10-minute bus ride to TJ’s)
Car: No personal vehicle, primarily uses public transportation
Favorite TV Show: "Friends"
Hobbies: Working out, hanging out with friends, exploring the city’s food scene
Food Shopping Frequency: Frequency: 2-3 times a week, spending 10-15 minutes at TJ’s
Cooking Frequency: Prefers quick, ready-to-eat meals due to her busy schedule
Key Insights (Insights & Analysis)
What I Learned
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Behavior Patterns -
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Loyal Foodies value quality, inspiration, and family-friendly options.
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Distracted Urbanites prioritize speed, affordability, and convenience.
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Design Implications -
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Tailor online experiences to user lifestyles.
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Maintain Trader Joe’s quirky, branded experience across digital platforms.
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Based on the research, I have provided additional statistics that i've identify about the persona's makeup like political affiliation, race breakdown, suburban vs urban ratio, discretionary income spending, largest and smallest concerns, etc.
Additional Statistics -
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Race: Predominantly White and Asian customers.
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Suburban vs Urban: More likely to reside in suburban areas, especially in affluent neighborhoods with higher disposable incomes.
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Concerns: Health, sustainability, and uniqueness of products. They seek value in organic and niche food offerings, often shopping with a family-oriented mindset for larger, more varied grocery needs
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Race: More ethnically diverse than the Loyal Foodies.
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Suburban vs Urban: Primarily urban dwellers, often living in densely populated cities with access to multiple grocery stores.
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Concerns: Quick shopping trips for prepared meals, ready-to-eat snacks, or beverages. This group is less focused on health or sustainability and more concerned with immediate consumption and ease of preparation.
Conclusion
Reflection
This project strengthened my skills in user research, behavioral observation, and persona development. It gave me hands-on experience in aligning business goals with user needs and crafting actionable, design-driven solutions.