MySabri – Voice Integrated Service: Sainsbury’s

01. Background

Develop a prototype that incorporates a voice integrated service system to enable customers to conduct their shopping trip effectively.

During my master’s studies, I undertook a module in service design. During this, I have received a brief from Sainsbury’s, the UK’s second-largest supermarket chain. Sainsbury’s provides a vast range of services from in-store to online. The brief was to work as a team to produce a voice experience for an in-store product. The project was set up in a way where the skill sets of all team members are considered. My role as a digital designer was to work with the team and contribute to the project’s user experience side. The main tasks from my side were: Ideation, creation of wireframes, UI design, implementation of a rapid prototype with a voice-over.

02. Objectives

Customer needs

Get an understanding of customer needs. Can we provide a voice integrated service through an app or would it be a tangible device in-store?

'Luna' Design System

To use Sainsbury’s design system ‘Luna’ to design the prototype and keep consistency in all design elements.

User-friendly

To provide a user-friendly interface that can benefit a range of customers and their needs.

Voice interface

Integrate the voice interface effectively to improve the shopping experience.

03. Design Tools & Research

Service design tools such as user journey maps, user personas and customer interviews were used to come to a solution for a voice integrated in-store product.

Here’s a list of the service design tools that were picked to identify features that would best suit the solution.

Shadowing
Interviews
User journey maps
User personas
User flow diagrams
Wireframing
Prototyping

We did several visits to the Sainsbury’s stores to analyse the shopping environment and primary research were conducted on analysing some current issues the customers are facing while doing their shopping. Several use cases were identified, and personas were implemented.

After research and ideation session with the team, we’ve selected an app voice integration as a solution to improve the customer experience in-store.

I’ve used Adobe XD to produce an interactive prototype, and have used a digital voice over the program to record voice to pair it with the app for a voice integrated app.

04. Prototype Iteration

The project itself was an iterative one. There were two iterations to the prototype. After the first prototyping stage, we received feedback from the Sainsbury’s team and considering their feedback we’ve made changes. In the second prototype we’ve improved the overall design, accessibility and functionality of the app for a wide range of users.