You are a PM for a grocery store. How would you organise the aisles?

First, let's set the context: 

I’m assuming: Similar to a Safeway grocery store

I’m assuming: No resource constraints.

As a business goal: let’s assume that we want to increase the time spent in the store, with the hypothesis that people buy more when they are longer in the store.

With that, we can define a metric: increase % of time spent in the store.

The approach:

To answer how best to organize the aisles I’ll talk about the 

user segments, needs and pain points, solutions, and how this ties the goal.

User segments:

Let's divide customers up into 2 categories:

1. Demographics  (age, marital status (singles, couples))

or 

2. Behavioral (check grocery list off and go home quickly, she is probably also busy)   

Summary: Looking at both segments I suggest to focus on families and their needs (because we know a bit more about them) 

Pain Points:

1. User Empathy for the Mom: 

 As the Mom I'm probably working, living in a small house, am quite busy, have 2 kids that need to be feed. I want my family to be healthy and also make it fun.

2. User Journey: As the Mom, I’m shopping, probably once a week (weekend perhaps) so that I can feed my family.

• As a mom I have a list and want to buy the list quickly 

  • As the intention of the mom is to be as quick as possible her intention is counter to what we try to achieve hence her pain point alignment is low.

• As a mom, I want to make a healthy dinner for my kids 

Likely many Moms what their kids to be healthy and its hard to navigate the ever-changing health market. This need is important to moms therefore the Impact of a good solution is high 

• As a mom, I want to have healthy snacks for my kid. This is a subgroup of the previously mentioned need. | Impact is high

• As a Mom, I want food that my husband would like. Most moms care deeply about their husbands and if they make more often food they can get praise for they are happier Moms in the role of buying groceries. The impact of a good solution here is high

• As a Mom I want to keep my cost down. 

While the need to cut costs is there, the Impact of keeping customers longer in the store based on price has likely a low impact.

With those priorities, let's focus on the Mom. (making it easy to consume healthy food, and healthy snacks for her kids based on the discussed the highest impact.

Solutions:

1. Additional labels for food that is marked as especially good for kids in the aisle.

With the assumption and data: We know what people buy. We know which are the most popular items for kids. Popular items

2. Ratings (suggestions)  from renowned Doctors. Adding this to the labeling information.

3. Having a kids section (Aisle) organized by age group e.g 0-5, 5-10, 10-15 … creating an experience for that age group

Next, I want to discuss Cost / Time / Risk (Alignment to goal)

1. Label food for kids  L L L

2. Ratings M M M

3. Experience H H H

To measure if we are successful we will focus on:

Metric: how much time do they spend in the section. Average time spent by this customer segment