Zócalo UX Map: User s Healthy Lifestyle Journey from Indifference to Committment Prepared for: OpenIDEO Prepared by: Jim, contributor August 17, 2015 Spring, TX
Executive Summary Scenario This User Experience (UX) sketch starts with a newbie user. This is their first visit to. The user is initially not particularly fitness conscious. They are indifferent to healthy eating. The journey begins with the user patronizing in the same way they would dine at any other buffet venue, not taking advantage of any nutritional value adds. As the journey progresses over months, the user becomes more nutritionally aware and committed to healthy lifestyle changes. (This UX sketch ignores other interesting scenarios, e.g. the user who is already a die-hard fitness fanatic upon their first encounter with Zócalo.) Spring, TX 1
Persona Cast: Personas are User and various Zócalo staff roles. Note that often the same person on the Zócalo staff will play multiple roles. We still represent these cases as separate personas. The three most important personas are the User, the Greeter and the Instructor. The GrillChef and the Cashier are more periferral, minor roles, and may or may not be preset, depending on the exact details of the supermarket s implementation of the food court. User icon is drawn in blue-green, and all Zócalo staffers are drawn in red. Spring, TX 2
UX Timeline: Following timeline shows the sequencing of pivotal and ongoing interaction experiences between User and Zócalo Food Court: Spring, TX 3
Interaction 1: User s First Encounter with A newbie User enters for the first time, and is greeted by Greeter. The Greeter welcomes the User. If Greeter does not recognize the User as a regular, they ask, Is this your first visit to? User, in this scenario, answers yes. Greeter very briefly tells User that Zócalo is like an ordinary cafeteria, but for those interested in healthier eating, Zócalo offers nutrition guidance Greeter watches for signs that new User is interested in the nutrition aspect, apprehensive, or even anxious upon hearing about the nutrition aspect, or simply indifferent. If User is apprehensive or anxious, Greeter assures them that the experience will be very ordinary, and doesn t go into any more nutritional details. If enthusiastic, the Greeter hands User a flyer giving detailed information about Zócalo features, like meal nutrition tracking, mini-class offerings, URL for Zócalo web site, and info about how to get the mobile app. If User is indifferent, Greeter hands the User a lite version of the informational flyer, which gives brief description of the capability of getting calorie and other feedback and the fact that Zócalo offers in-store healthy eating classes. This scenario assumes User is indifferent, and simply uses the food court as they would any other self-serve buffet venue. User enjoys the meal. Spring, TX 4
Interaction 2: User Continues Having Meals at Over some extended period, User continues having meals from time to time at Zócalo. User still does not make use of nutrition tracking or in-store classes. They simply return because the food is good, has familiar favorites, and the price is reasonable. User continues using Zócalo as ordinary cafeteria. Enjoys meals, takes home tear-off recipes. Browses the Take Zócalo Home section of food court. Buys copy of Recipes from, and cooks a few recipes at home. User begins to be intrigued that food that claims to be healthy is actually very good User thoughts regarding healthy eating are beginning to transition from indifference to curiosity Spring, TX 5
Interaction 3: Mini-Class Instructor Invites User to Zócalo Nutrition 101 Class A staff Mini-Class Instructor notices that the User dines from time to time at Zócalo, but doesn t use the nutrition tracking. The Instructor has brief, casual chat with User, and says that a Zócalo Nutrition Tracking 101 mini-class will be starting in a few minutes, and would she like to bring her tray over and join. The User joins the mini-class. The 15 minute class goes over the basics of nutrition feedback: turning on the display, seeing the calorie tally, how to look at the healthy plate info-graphic and see if your meal is missing something, how the smiley/frowny gauges tell you how healthy your grain and protein choices are, a few rules-of-thumb for coming up with an initial personal per-meal calorie target, and how pushing the Inspire Me! button brings up some suggestions for food selections that will help balance out the meal. The User thinks it sounds simple enough, and decides to give it a try next visit. Spring, TX 6
Interaction 4: Gradual Adoption of Zocalo Healthy Eating Feedback and Mini-Classes Transition to Greater Interest in Fitness After taking the Zócalo Nutrition Tracking 101 mini-class in Interaction 3, above, the User continued fairly regular dining at Zócalo, and began trying out the nutrition feedback features of the Zócalo Healthy Plate display and the Inspire Me! display. The User also started occasionally taking additional in-store Mini-Classes. Over time the User s interest in health and fitness began to grow, and the User transitioned over to being a healthy habits enthusiast. An enlightenment phase of sorts sets in. Spring, TX 7