Case Study #1: Organic Prices
Project Overview: During a semester-long project in my graduate program I explored a new product concept on different factors that influence consumers choice to buy an organic product. My goal was to investigate the current pain point of shoppers and evaluate my product idea. The timeline below represents the research steps involved in the whole process.
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Method: In-depth interviews, competitive analysis, concept evaluation plan, customer journey map, and business model canvas.
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Background Research: From my exploratory research I found that customers were concerned about searching for affordable organic products. Therefore, this research project will focus on organic shoppers who are price concise and I will gauge the level of interest in this value proposition.
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Problem Statement: After conducing interviews there was some insight about my value proposition. Consumers are challenged when deciding to buy an organic product and have logistical trouble to obtain affordable organic products.
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Value Proposition: Design a conceptual mobile application that checks prices of organic products in the local area.
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Solutions: ‘Organico’ is a self service mobile application that allows users to scan products in-store.
Competitive Analysis
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I conducted a competitive analysis to understand the current market for organic shoppers and which applications are used to save money on organic products.
Current Marketplace
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Based on the research of the current market it looks like this is a purple ocean market. Most of the competitors focus on delivering in a quick and sustainable way. However, none of the competitors consider the price point and how to make it more affordable to customers.
Concept Testing
Once I figured out the marketplace for organic shoppers I went ahead and conducted interviews to understand current pain points. Afterwards, I performed a concept test and created a research plan to test out my product concept.
Journey Map
After conducting my qualitative interview I created a journey map based on survey responses. I used a journey map to understand the decision process of organic shoppers. This helped me understand the steps performed to buy organic food, the feelings encountered, the user pain points, and opportunities for improvement.
Business Model Canvas
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After evaluating my journey map, I created a business model canvas to understand how a mobile app can help solve shopper pain points. This helped me understand the logistics and the value the mobile app could bring to organic shoppers.
Recommendations​
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After evaluating the journey map and business model canvas, I learned that organic shoppers are frustrated when they can not access or afford organic food. I also learned that creating recipes with organic food can help motivate shoppers to buy organic food. So for the mobile application to be successful it must be able help to search for available organic food in proximity to the shopper, and let them check how much it will cost compared to nearby supermarkets. Further investigation to how much organic shoppers are willing to buy organic food will help improve success of the mobile app.
