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Service Experience Design
Brief Intro

Freshippo(known as Hema supermarket) as an example of the “New Retail” model, uses technology and data to merge online and offline shopping, offering consumers a more-efficient and more-flexible shopping experience.

Customers can shop, dine and order groceries for delivery from their mobile phones, or they can eat it on the spot the store’s dining area.

Based on the necessary user research, our group found several problems with User experience and put forward the corresponding improvement.

​Team Size:3   Duration: 3 weeks  May 2018

Related Course: User Experience Analysis and Interaction Design

User Analysis 

We do the research on four kinds of typical users, analyze their features, behaviors, and demands.


User Map

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Problem 1 & Improvement
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Customers can only pay by the APP in Hema Supermarket, but there isn’t any sign indicating this in front of the door.

Therefore, we set the portable display/exhibition board and other signs in front of the door.

Problem 2 & Improvements

We find that the layout of the shelves in the supermarket is not friendly for first-time customers and those who have no sense of direction because the selves are scattered and chaotic. Besides, it takes too much time for a customer to pick up the meal—about two minutes, which affects the dining experience.


the original arrangement

a   We rearrange the shelves and the seats in the dining area.


new arrangement

b   Inspired by ‘S Baggers, the German automated restaurant, we add food delivery tracks on the ceiling to the original tracks.

At the top of the store, there is a sliding track with rows of shopping bags sliding along it

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c   Tracks projection is set to guide customers to the dining area quickly.


d   The function of Supermarket Map and Online Seats Selection is added to the APP.



Scan AR food by the APP Mark the brief introduction of fresh/vegetable.



An achievement system is installed in the APP.

Whether one has tasted all the food.

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