“MarkIt, a Greenmarket Companion” Prototyping User Experiences with Robert Fabricant, Josh Musick, Clay Wiedemann, and Jeff Hoefs, Spring 2011. In collaboration with Adjoa Opoku and Tina Ye.

Challenge

Pick a public space in New York, observe and identify problems, then create a journey map that address a current and future state.

Approach

My team identified the Union Square Greenmarket in NYC as our problem space, and to begin, we conducted a KJ Analysis based on our own thoughts. When we realized that this method wasn’t sufficient (obviously), we made our way over to the actual Greenmarket to collect more direct observations. The best part of our venture to the market was the time we spent conversing with the Greenmarket manager, who gave us some vital behind-the-scenes information about the interactions between the shoppers and the farmers.

My team then went back to the KJ Analysis to continue gathering and synthesizing our observations. Once we had a general direction, we began creating our first draft of the user journey map… which then eventually led to 9 iterations to successfully tell the story and identify the problem space, including suggested improvements of the system.

Outcome

We discovered that there’s a significant gap between the experience of a regular and that of a casual shopper. A number of factors contribute to this gap including a general lack of education and a broken feedback loop in the system (farmers manually indicate a product being sold out by simply crossing it off of their portable chalkboard). It turns out that first-time or infrequent shoppers usually are misinformed about the market (“Is this item fresh?” “Where can I find…”). Meanwhile, the regulars arrive at the market early in the morning to grab the latest goods. And most interesting of all, the regulars have a deeper experience than what’s noticeable, as theĀ farmers are heavily invested in their most regular and loyal shoppers.

To better tell this story, we created both a current and future state of the market, highlighting the key contact points in the Greenmarket system through the perspective of multiple use cases (from casual to regular shopper).

    Conducting a KJ Analysis of the Greenmarket

    Conducting a KJ Analysis of the Greenmarket

    Identifying possible solutions

    Identifying possible solutions

    Journey mapping the current Union Square Greenmarket

    Journey mapping the current Union Square Greenmarket

    With the issues observed at the market, the casual shopper's experience would fall short of the regular shopper's experience

    With the issues observed at the market, the casual shopper's experience would fall short of the regular shopper's experience

    The future state given the problems that were addressed

    The future state given the problems that were addressed

    By addressing issues, we hoped to enhance a casual shopper's experience that would hopefully, over time, be comparable to that of the regular shopper

    By addressing issues, we hoped to enhance a casual shopper's experience that would hopefully, over time, be comparable to that of the regular shopper