The document contains profiles for 4 key personas - Beryl, Susan, Joanne and Kevin - who shop at the supermarket. Beryl is a 75-year-old widow on a pension who enjoys browsing catalogues. Susan is a 38-year-old single mother of two boys who struggles to plan meals and shop efficiently. Joanne is a 35-year-old stay-at-home mother of 3 who loves cooking and keeping organized lists. Kevin is an executive bachelor who eats healthy but has little time for shopping during the week.

1. KartLoad
Supermarket"
Key Personas"
To-Be Process Flow"
Kate
Wilson

2. KEY
PERSONAS

3. Beryl Senior
• “I
only
shop
once
a
fortnight,
right
a6er
I
receive
my
pension”
• “I
like
using
my
wheeled
shopper
but
if
there
is
too
much
shopping
I’ll
catch
a
taxi
instead
of
the
bus”
• “I
like
reading
the
supermarket
catalogue
I
receive
in
the
post.
I
circle
the
bargains
I
like
and
then
take
the
catalogue
with
me
to
the
store”
• “I
don’t
like
crowds
so
I
avoid
the
supermarket
at
peak
hour.
Usually
a
weekday
at
10am
is
quiet”
• “I
tend
to
sFck
to
the
same
brands
but
can
be
swayed
by
a
good
bargain
if
it
saves
me
a
few
dollars”
• “I
never
go
in
the
self-­‐service
queue
because
the
computer
confuses
me”
She
needs
She
has
Beryl
is
75
years
old
and
is
a
widow
who
lives
on
Home
delivery
A
preference
for
paying
with
cash
To
be
noFfied
if
something
that
wasn’t
in
stock
is
Engaged
with
products
her
pension.
She
likes
now
in
stock
going
to
the
supermarket
because
she
gets
bored.
She
has
always
been
a
responsible
household
budgeter.

4. Susan Single
Mum
• “I
struggle
to
think
of
what
to
cook
for
dinner.
I
try
and
serve
healthy
meals
but
someFmes
it’s
hard
because
the
kids
are
fussy
eaters.”
• “I
work
fullFme
so
I
usually
shop
once
a
week
on
the
weekend.”
• “I
don’t
really
make
lists
so
I
end
up
going
down
every
aisle
to
make
sure
I
don’t
forget
anything.
SomeFmes
I
forget
a
few
things
which
is
really
annoying
because
I
hate
going
to
the
supermarket
a6er
work
–
I’m
too
Fred!.”
• “I
don’t
like
shopping
with
the
boys
because
I
always
end
up
giving
into
their
pleas
for
junk
food.”
• “I
try
and
budget
where
possible
but
if
something
is
more
convenient
I’m
happy
to
spend
a
few
extra
dollars
–
anything
to
save
me
Fme
and
stress!”
She
needs
She
has
Susan
is
38
years
old.
She
is
a
single
mum
Help
with
meal
ideas
A
preference
for
paying
with
credit
card
Help
with
making
shopping
lists
A
car
with
2
sons
aged
4
and
Help
with
store
navigaFon
Comfortability
with
technology
13
years
old.
She
earns
To
speed
up
the
process
of
shopping
a
decent
salary
as
a
Home
delivery
Online
shopping
retail
store
manager.

5. Joanne
DomesFc
Goddess
• “I
love
using
my
iPad
in
the
kitchen
–
it’s
great
to
look
at
recipes
and
watch
cooking
videos”
• “I
always
shop
during
the
weekday
–
weeknights
and
weekends
are
just
too
busy
with
social
engagements
and
my
kid’s
soccer
games”
• “I
usually
shop
a
couple
of
Fmes
a
week
and
I
prefer
using
the
service
aisle
because
I
like
having
a
chat
to
whoever
is
working
in
the
checkout”
• “I
keep
a
shopping
list
on
my
iPhone
and
every
Sunday
I
make
a
meal
plan
for
the
week”
• “I
like
to
support
local
businesses
so
I
don’t
really
buy
bread,
meat
or
vegetables
at
the
supermarket
–
I
prefer
going
to
the
local
bakery,
butcher
or
fruit
shop.”
• “My
kids
have
a
few
food
allergies
so
I
like
to
check
the
ingredients
carefully.
It
usually
means
I
sFck
to
the
same
brands
as
well”
• “SomeFmes
I
find
it
annoying
if
I
want
to
meet
my
friend
for
coffee
a6er
I
shop
because
I
have
all
Joanne
is
35
years
old.
the
shopping
bags
with
me”
She
is
a
stay-­‐at-­‐home
She
needs
She
has
mum.
Her
husband
is
the
breadwinner
with
a
A
service
where
she
can
shop
and
then
pick
up
the
A
preference
for
paying
with
savings
card
$100k+
salary.
She
has
goods
at
a
convenient
Fme
A
car
Comfortability
with
technology
3
kids
between
4
and
A
preference
for
shopping
in
store
18
years
old.

6. Kevin
ExecuFve
/
Bachelor
• “I
love
eaFng
as
healthy
possible
so
I
buy
a
lot
of
fresh
veggies”
• “I
don’t
really
have
Fme
during
the
week
to
shop
because
a6er
work
I’m
either
at
the
gym
or
socialising”
• “I
usually
shop
every
week
because
I
can’t
really
plan
too
far
ahead
as
I
travel
a
bit
for
work”
• “I
cook
very
basic
dishes
during
the
week
but
on
the
weekend
I
enjoy
cooking
for
family
and
friends.
I
usually
grab
a
recipe
off
the
web”
• “I
don’t
really
make
lists,
I
tend
to
remember
what
I
need.
I
guess
if
Kevin
is
30
years
old.
He
I’m
making
a
specific
dish
I’ll
print
the
recipe
and
take
it
with
me”
is
single
with
no
dependents
and
earns
a
He
needs
He
has
high
salary
as
an
architect
Home
delivery
or
pick
up
A
preference
for
paying
with
credit
card
Online
shopping
Tech
savvy
Help
with
making
lists
A
car

7. Stuart Dad
• “As
a
builder
I
generally
clock
off
around
3-­‐4pm
so
I
usually
do
the
grocery
shopping
as
my
wife
doesn’t
get
home
Fl
8ish”
• “I
find
grocery
shopping
a
bit
daunFng.
My
wife
usually
helps
by
sending
me
a
shopping
list
but
I
sFll
find
it
such
a
chore.”
• “SomeFmes
I
have
trouble
idenFfying
exactly
what
my
wife
wants
me
to
buy,
especially
with
cleaning
products”
Stuart
is
32
years
old
and
is
a
builder.
He
is
He
needs
He
has
married
to
Becky
who
is
Help
with
navigaFng
store
A
preference
for
paying
with
cash
a
lawyer.
They
have
1
Help
with
product
idenFficaFon
Comfortability
with
technology
daughter
who
is
5
years
Something
to
make
sharing
shopping
lists
easier
old.

8. TO-­‐BE
PROCESS

9. Overview
• The
recommended
process
combines
various
combinaFons
of
online
and
offline
shopping
to
cater
to
range
of
customer
preferences
• The
opFmal
customer
experience
is
achieved
by
the
customer
creaFng
an
account
with
the
store
that
stores
their
credit
card
number
as
this
facilitates
payment
automaFon.
It
also
provides
the
store
with
a
range
of
data
because
the
shopping
paderns
of
individual
customers
can
be
idenFfied
and
hopefully
predicted
and
managed
accordingly
e.g.
response
to
promoFons,
etc.
This
can
potenFally
help
the
store
manage
it’s
markeFng
objecFves.
• Providing
store
employees
with
access
to
an
online
workflow
system
can
speed
up
communicaFon
between
the
checkouts
and
the
delivery/pick
up
point.
• The
online
shopping
experience
is
not
only
about
only
shopping
–
the
customer
experience
can
be
enriched
by
providing
tools
such
as
recipes,
meal
planners
and
a
favourites
list.
• Mobile
technology
should
be
used
to
enhance
store
navigaFon
by
generaFng
recommended
routes
for
a
parFcular
shopping
list
that
guide
the
customer
around
the
store
in
the
most
efficient
way.
• ProacFvely
addressing
customer
needs
(such
as
offering
to
deliver
upon
restock)
can
increase
their
saFsfacFon

10. (4)
Means
sub
process
4
and
(4a)
means
An
underlined
process
box
is
Indicates
sub-­‐process
A2
means
assumpFon
2
subsub
process
4a)
hyperlinked
so
you
can
take
a
on
next
slide
shortcut
to
that
sub-­‐process
High
Level
Process
Online
Place
order
Home
Delivery
online
(1)
(3)
Customer
decides
to
shop
How
to
Place
order
in
Collect
from
How
to
place
In
Store
store
(2)
store
(4)
receive
order?
goods?
Need
meal
(1)
Sub-­‐Process:
Place
order
online
plan?
Drag
and
drop
Yes
Review
online
Yes
recipes
to
each
day
recipes
of
the
week
to
Customer
logs
create
meal
plan
No
into
online
store
(A1)
(A2)
Browse
products
Need
online
Tick
which
by
category,
recipes?
ingredients
you
No
Favourites
list
or
want
to
add
to
cart
search
Home
Delivery
(3a)
Tick
which
‘Star’
products
to
Pay
for
products
you
want
add
to
your
goods
to
add
to
cart
Favourites
list
(A3)
Collect
from
store
(4b)
How
to
receive
goods?

11. AssumpFons
(1)
Sub-­‐Process:
Place
order
online
• A1
–
customer
has
already
created
an
online
account
for
the
online
store
• A2
–
customer
can
shop
online
via
computer,
mobile
app
or
tablet
app
• A3
–
customer
can
pay
via
credit
card
or
authorise
a
direct
debit
Value
• Customers
like
Susan
and
Kevin
will
appreciate
being
able
to
plan
meals,
find
recipes
and
buy
goods
online
• Customers
like
Stuart
who
receives
shopping
lists
from
his
wife
but
doesn’t
always
know
what
she
means
will
find
value
in
shopping
online
because
his
wife
can
create
a
‘Favourites’
list
with
pictures
–
he
can
print
this
and
take
it
to
the
store
or
complete
the
shopping
process
online
Back
to
High
Level
Process

12. (2)
Sub-­‐Process:
Place
order
in
store
Select
Drop
off
goods
Proceed
to
queue
Drop-­‐off
for
home
No
check-­‐out
type
delivery
(A2)
(3c)
Look
for
Shopping
goods
complete?
Customer
goes
Yes
Self-­‐Service
to
store
Good
Scan
goods
located
Good
not
Service
located
Load
goods
to
Search
for
good
Good
located
be
scanned
using
personal
mobile/tablet
or
Submit
store
tablet
(A1)
‘Deliver-­‐
upon-­‐
Look
for
Good
restock’
(A5)
goods
located
(5)
Ask
store
employee
(A3)
Good
not
Pay
for
Good
not
located
goods
located
Take
home
goods
now?
Unspecified
length
of
Fme
Home
elapses
before
next
step
Pick
up
delivery
No
later?
No
(3b)
Yes
Yes
Collect
goods
from
pick
up
Back
to
High
Leave
store
point
(A4)
Level
Process
(4a)

13. AssumpFons
(2)
Sub-­‐Process:
Place
order
in
store
• A1
–
part
of
the
mobile/tablet
app
includes
a
map
of
the
store
that
enables
a
user
to
search
for
a
product
to
retrieve
store
locaFon
(i.e.
aisle,
shelf)
and
then
map
of
the
store
to
aid
store
navigaFon.
If
the
customer
doesn’t
have
access
to
the
app
themselves,
there
is
a
fixed
tablet
in
store
which
they
can
use.
Another
possibility
is
that
if
the
customer
has
created
a
shopping
list
using
the
app,
once
in
store
they
generate
the
most
efficient
route
on
the
app
• A2
–
drop-­‐off
means
that
the
customer
has
can
choose
items
in
store,
drop
off
the
items
and
they
will
be
bagged
and
delivered
to
their
house,
with
the
correct
payment
charged
to
their
credit
card
connected
to
their
customer
account.
They
don’t
need
to
wait
around
for
each
item
to
be
scanned
–
they
can
just
leave.
• A3
–
it
can
be
assumed
that
the
store
employee
will
be
able
to
locate
the
good
or
determine
if
the
store
is
out
of
stock
(shelf
stockers
should
label
a
shelf
that
is
out
of
stock
for
clarity)
• A4
–
there
would
be
a
limited
number
of
days
the
goods
could
be
le6
waiFng
to
be
picked
up
before
they
were
discarded.
See
sub-­‐sub
process
(4a)
• A5
–
KartLoad
should
operate
a
service
whereby
they
guarantee
all
products
to
be
stocked
and
in
the
event
a
good
is
not
in
stock,
they
will
deliver
it
free
of
charge
when
it
comes
back
in
stock.
See
sub-­‐sub
processes
(5a)
and
(5b)
Value
• Customers
like
Stuart
and
Susan
who
struggle
to
locate
goods
in
store
can
use
the
app
to
aid
their
navigaFon
of
the
store
thereby
decreasing
their
frustraFon
Back
to
High
Level
Process

14. (3a)
Sub-­‐Process:
Home
Delivery
(for
online
orders)
Customer
Enter/
confirm
Enter/confirm
Fmes
available
+
Confirm
delivery
home
address
contact
#
for
Receive
delivery
delivery
goods
(A1)
Delivery
Manager
Confirm
Receive
Yes
all
Assemble
delivery
Load
truck
goods
in
delivery
order
stock
No
Warehouse
Deliver
required
goods
to
store
Delivery
Truck
Driver
Deliver
goods
Back
to
High
Level
Process

15. AssumpFons
(3a)
Sub-­‐Process:
Home
Delivery
(for
online
orders)
• A1
–
for
customers
that
have
already
set
up
a
online
account
with
the
store,
the
forms
will
be
pre-­‐populated
with
the
home
address
they
entered
upon
signing
up
(though
they
can
override
this
if
if
they
wish)
Similarly,
if
they
have
previously
used
the
home
delivery
service,
the
availability
Fmes
and
contact
number
will
be
pre-­‐
populated
with
what
they
had
previously.
In
these
cases
it
is
just
a
mader
of
confirming
the
pre-­‐populated
forms.
Value
• Time
poor
customers
like
Kevin
and
Susan
can
would
benefit
from
online
ordering
and
home
delivery
as
it
can
be
done
from
the
office
or
airport
lounge
Back
to
High
Level
Process

16. (3b)
Sub-­‐Process:
Home
Delivery
(for
in
store
orders)
Customer
Pay
for
Decide
you
Receive
goods
at
want
them
goods
checkout
delivered
Ask
customer
for
Transfer
goods
to
Check
out
adendant
address,
availability
home
delivery
Fme
+
contact
(A1)
trolley
Delivery
manager
Collect
goods
Receive
from
home
delivery
Load
truck
delivery
trolley
+
order
take
to
truck
bay
Delivery
Truck
Driver
Deliver
goods
Back
to
High
Level
Process

17. AssumpFons
(3b)
Sub-­‐Process:
Home
Delivery
(for
in
store
orders)
• A1
–
in
this
subsub
process
we
have
an
example
of
where
the
customer
does
not
have
an
exisFng
customer
account
with
the
store,
doesn’t
want
to
set
an
account
up
but
does
want
a
one
off
home
delivery
Value
• Customers
like
Bedy
and
Joanne
enjoy
the
actual
shopping
experience
over
the
online
experience
but
will
be
saFsfied
by
being
able
to
opt
in
for
home
delivery
at
the
end
of
it
Back
to
High
Level
Process

18. (3c)
Sub-­‐Process:
Home
Delivery
(for
dropped
off
orders)
Take
Customer
Give
goods
to
Confirm
default
Leave
Receive
customer
drop
off
delivery
details
store
goods
account
card
point
Drop
off
Manager
Delivery
manager
Scan
customer
Scan
items
Transfer
goods
to
account
card
and
process
trolley
and
take
to
payment
truck
bay
Receive
delivery
Load
truck
order
Delivery
Truck
Driver
Deliver
goods
Back
to
High
Level
Process

19. (3c)
Sub-­‐Process:
Home
Delivery
(for
dropped
off
orders)
Value
• Customers
like
Susan
and
Kevin
who
have
a
busy
schedule
would
appreciate
not
having
to
wait
in
a
queue
for
items
to
be
scanned
–
they
can
just
drop
them
off
and
have
them
delivered
Back
to
High
Level
Process

20. (4a)
Sub-­‐Process:
Collect
goods
from
store
(for
in
store
orders)
Customer
Confirm
Arrive
at
Pay
for
Decide
you
will
Fme
+
Leave
pick
up
point
goods
at
pick
goods
up
contact
store
with
receipt
checkout
later
(A2)
Check
out
adendant
Submit
pick
up
appt.
(A1)
Pick
up
point
Verify
Manager
Store
at
Collect
goods
receipt
and
pick
up
from
check
out
assist
point
loading
car
Back
to
High
Level
Process

21. AssumpFons
(4a)
Sub-­‐Process:
Collect
goods
from
store
(for
in
store
orders)
• A1
–
the
submission
of
the
pick
up
appointment
is
electronic
and
feeds
into
a
workflow
system
that
should
be
devised
so
the
pick
up
point
manager
out
the
back
receives
an
electronic
noFficaFon
• A2
–
if
the
customer
hasn’t
picked
up
the
shopping
by
the
agreed
Fme
the
pick
up
point
manager
should
contact
them
to
remind
them
to
pick
it
up
or
to
arrange
home
delivery
if
this
turns
out
to
be
more
convenient
for
the
customer
• Overall
assumpFon
–
there
is
an
appropriate
physical
locaFon
from
which
customers
can
drive
through
to
pick
up
goods
Value
• Customers
like
Joanne
who
have
a
car
and
want
to
shop
in
store
but
would
prefer
to
pick
it
up
later
so
they
can
run
to
other
stores
or
catch
up
with
friends
will
appreciate
being
able
to
drop
off
their
groceries
and
pick
them
up
at
a
more
convenient
Fme
Back
to
High
Level
Process

22. (4b)
Sub-­‐Process:
Collect
goods
from
store
(for
online
orders)
Customer
Confirm
Arrive
at
Pay
for
Decide
you
will
pick
up
Fme
goods
pick
goods
up
point
with
and
online
later
order
#
contact
Pick
up
point
Manager
Confirm
Verify
Receive
Yes
receipt
&
all
Assemble
pick
up
assist
goods
in
delivery
order
loading
car
stock
Store
at
No
pick
up
point
Warehouse
Deliver
required
goods
to
store
Back
to
High
Level
Process

23. (4b)
Sub-­‐Process:
Collect
goods
from
store
(for
online
orders)
Value
• Customers
like
Susan
and
Kevin
who
have
a
busy
schedule
might
not
always
be
able
to
predict
when
they
will
be
at
home
to
receive
a
delivery
so
they
may
prefer
to
order
online
and
then
arrange
pick
up
at
the
store
Back
to
High
Level
Process

24. (5a)
Sub-­‐Process:
Delivery
upon
restock
(DUR)
(for
in
store
orders
with
exisFng
customer
account)
Customer
Search
for
good
SFll
Confirm
ConFnue
using
personal
unable
Ask
store
DUR
shopping
mobile/tablet
or
to
locate
employee
Receive
store
tablet
good
goods
Store
employee
Delivery
manager
Ask
customer
if
Take
down
Submit
Verify
good
they
would
like
it
cust.
acct.
#
DUR
not
in
stock
delivered
when
(A1)
order
back
in
stock
Process
Load
Receive
Review
pymt
Assemble
truck
alert
when
NoFfy
DUR
against
delivery
good
is
back
customer
orders
cust.
in
stock
acct.
#
Delivery
Truck
Driver
Deliver
goods
Back
to
High
Level
Process

25. AssumpFons
(5a)
Sub-­‐Process:
Delivery
upon
restock
(DUR)
(for
in
store
orders
with
exisFng
customer
account)
• A1
–
assumes
the
customer
has
already
set
up
an
account
with
a
linked
credit
card.
Value
• All
customers
would
appreciate
a
product
being
delivered
to
their
home
if
it
is
not
in
stock
to
save
them
having
to
return
to
the
store
• This
also
means
that
the
store
does
not
miss
out
on
a
sale
Back
to
High
Level
Process

26. (5b)
Sub-­‐Process:
Delivery
upon
restock
(DUR)
(for
in
store
orders
without
exisFng
customer
account)
Confirm
Give
Customer
Search
for
good
SFll
DUR
product
ID
Ask
store
(s)
to
using
personal
unable
employee
checkout
Receive
mobile/tablet
or
to
locate
(A5)
Complete
adendant
goods
store
tablet
(A3)
good
shopping
Store
employee
Give
customer
Ask
customer
if
product
ID
for
Verify
good
they
would
like
it
them
to
take
not
in
stock
delivered
when
to
checkout
back
in
stock
adendant
Checkout
Take
down
delivery
Submit
Process
rest
of
address,
availability
+
DUR
shopping
(incl.
contact
order
cost
of
DUR)
Process
manager
Delivery
pymt
Load
Receive
alert
Review
against
Assemble
truck
when
good
is
NoFfy
cust.
DUR
delivery
back
in
stock
customer
acct.
#
orders
Truck
Driver
Delivery
Deliver
goods
Back
to
High
Level
Process

27. (5b)
Sub-­‐Process:
Delivery
upon
restock
(DUR)
(for
in
store
orders
without
exisFng
customer
account)
Value
• Delivery
upon
restock
needs
to
cater
to
those
customers
who
do
not
necessarily
have
a
customer
account.
This
might
include
customers
who
aren’t
computer
savvy
or
have
privacy
concerns
about
their
personal
data
Back
to
High
Level
Process

28. Outstanding
quesFons
• The
discussion
of
stock
replenishment
does
not
clearly
address
whether
this
process
is
manual
or
automaFc
–
could
you
please
clarify?
• Is
there
an
exisFng
workflow
system?
What
is
the
primary
medium
of
communicaFon
between
employees
within
a
store
and
between
other
stores
and
warehouses?