--- title: CARREFOUR - omnichannel user research | Welcome Max | UX - CX design description: Identifying mobile's role and issues in an omnichannel customer's journey - user research - test - prototype - grocery - retail. --- ![](https://www.welcomemax.com/hubfs/raw_assets/public/WelcomeMax_May2021/images/logo-welcome-max-symbole-seul-blanc.svg) ![Les services mobile de demain](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/Carrefour_Logo_NB-300x156.png) Tomorrow’s mobile services # A comprehensive study to identify opportunities on mobile Client : Carrefour Group  –  User research + UX lead ## Before, during, and after purchase #### User Research ### Full immersion We worked closely with Carrefour to get us immersed in the customer life cycle for food and non-food shopping. 1. ### **Understanding how customers choose their store**   2. ### **Understanding journeys in an onmichannel context ** 3. **Prototyping regarding the assumptions** 4. **Testing the prototype and existing mobile solutions** 5. ### **Presenting the study in order to involve managers in the implementation** ## Omnichannel issues Prospects & loyal customers, users and non-users of the actual mobile services ![Carrefour_Ux_mobility1](https://www.welcomemax.com/hubfs/Carrefour_Ux_mobility1.png) ![Enjeu omnicanal](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/IMG_4011-1024x768.jpg "Enjeu omnicanal") ![Enjeu omnicanal](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/IMG_4009.jpg "Enjeu omnicanal") ![Enjeu omnicanal](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/ascan2.jpg "Enjeu omnicanal") ![Group 7](https://www.welcomemax.com/hubfs/Group%207.png "Group 7") ##### 3 CITIES Because purchasing behavior and customer expectations are not the same depending on the place and the way of life, we have worked in Paris, Lyon and Marseille : city centers and outskirts. 4 ##### Focus groups 4 ##### Test sessions 98 ##### Audited screens 76 ##### Interviewed people ### FOCUS GROUPS Open discussions about participants’ expectations in terms of mobility to improve their shopping experience. And fairly accurate insights on future mobile services, collected on the basis of mock-ups. ![FOCUS GROUPS](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/focus-groupe-conso_Carrefour.jpg "FOCUS GROUPS") ![SHADOWING INSTORE](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/shadowing_instore_Carrefour.gif "SHADOWING INSTORE") ### SHADOWING INSTORE We spent time in shops in Paris and other cities to observe customers’ purchasing practices in real life, and particularly the use they make of mobile in-store. We interviewed them to understand the role of the different channels of the brand in their experiences before, during and after purchase. ### USABILITY TESTING We carried out several test sessions in Paris, Lyon and Marseille on the basis of an HTML prototype and the existing mobile application. These tests allowed us to determine and prioritize service optimization points. We were also able to dig through the customer’s expectations in their consumer dailies. ![USABILITY TESTING](https://www.welcomemax.com/hubfs/WelcomeMax_May2021/Image/user-test_app-mobile_Carrefour1.jpg "USABILITY TESTING") ### 3 materials Testing existing services and prototypes ### EXISTING CARREFOUR APP This mobile application focuses on loyalty and promotional catalogs, and secondarily other additional services (shopping lists…).We evaluated the interest and ergonomics of the application, based on test scenarii, analysis of tasks and open discussions. ### CONCEPTS AND HYPOTHESIS This part of the study was the most important because we decided to co-design solutions with consumers regarding to the understanding of identified needs in their everyday life organization (especially for families). We tested concepts for new services, journeys and features. ### NEW E-COMMERCE MOBILE WEBSITE As a part of the e-commerce mobile project, Carrefour wanted to test the first interface tracks with its customers. We accompanied Carrefour on the design of a prototype and scenario definitions. ![Group 4](https://www.welcomemax.com/hubfs/CAS%20-%20Clients/Carrefour/Carrefour%20(Omnicanal)/Group%204.png "Group 4") We delivered a mobile and omnichannel digital roadmap regarding food + non-food business and issues. 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