BRIEF 1: DISCOVER: User Research

Who are the types of people that are going to be making use of a new in-store experience provided by Morrison's that uses technology to help them shop.

Identified Users 

• Mom's, in the typical westernised world the mother of the family is responsible for doing the shopping and keeping the family feed and healthy
• Students how are looking to shop on budget
• New home owners who are also on budget but have jobs and no family, yet, so they also want to enjoy the finer things in life where possible

Identified Needs

• Improved locating of items within the store without the need for assistance from an employee 
• Food inspirations in the form of recipes ideas
• Recommendation engine which lets customers see what there friends have ben buying
• Offers, offers should be central to the app, they should be customised and relevant to each user they should be personalised based on what the customer buys
• Being helpful to families in as many ways as possible by making sure they are staying healthy and eating well and getting all the goodness they need as they grow up.