As a new industry to the team I gave myself a few days to conduct a desk based competitor analysis to gain a high level insights into the UK supermarket landscape.

I led a high-level internal audit of the supermarket chain to gain a comprehensive understanding of the business's structure, examining both their digital roadmap and the integration of digital and brick-and-mortar experiences.

I created several personas to develop a comprehensive narrative that accurately reflected the current 'day in the life' experiences of various customers.

I undertook an experience mapping exercise informed by the ethnographic study that clearly captured the customer interactions and perceptions throughout their journey both online and in-store.

I led an ethnographic study within the supermarket's premises to observe customer interactions and behaviours firsthand. This immersive approach allowed me to identify key pain points in the shopping experience and uncover opportunities for improvement within the chain. The insights gained from the study informed strategic recommendations and laid the foundation for the ideation session.

I facilitated an internal ideation session that leveraged insights from the competitor analysis, internal audit, and ethnographic study to generate innovative solutions and strategies for enhancing the supermarket's offerings.

We developed a strategic roadmap informed by the insights obtained from our previous exercises, equipping the supermarket with a clear framework to tackle various 'quick fixes' and long-term innovations, prioritised according to low, medium, and high customer impact.