Mayor's Grocery Store
A Historic Site,
Redefined for the Future of Atlanta.
Design Role
UX Research Lead
Contribution
UX Research
UI Design
Duration
Fall 2024
10 Weeks
Tools
Figma
Adobe InDesign
Slack
In the fall quarter of my senior year, I collaborated with a multidisciplinary team to reimagine a grocery store in downtown Atlanta, addressing fresh food access. We developed two brand concepts, FreshPointe and Azalea’s, to transform the historic Olympia Building into a modern, community-focused market.
As a UX Research Lead, I explored how digital and physical touchpoints could enhance the shopping experience. Our solutions prioritized convenience, connection, and sustainability, shaping both the in-store journey and a seamless companion app.
In the fall quarter of my senior year, I collaborated with a multidisciplinary team to reimagine a grocery store in downtown Atlanta, addressing fresh food access. We developed two brand concepts, FreshPointe and Azalea’s, to transform the historic Olympia Building into a modern, community-focused market.
As a UX Research Lead, I explored how digital and physical touchpoints could enhance the shopping experience. Our solutions prioritized convenience, connection, and sustainability, shaping both the in-store journey and a seamless companion app.
Explore the initiative driving this vision:
Atlanta Journal-Constitution: Officials Approve $8M for Two New Grocery Stores
City of Atlanta: Announcing the New Grocery Store Projects
Explore the initiative driving this vision:
Atlanta Journal-Constitution: Officials Approve $8M for Two New Grocery Stores
City of Atlanta: Announcing the New Grocery Store Projects
The Problem
What Happens When a City Lacks Access to Fresh, Affordable Food?
Downtown Atlanta lacks accessible grocery options that meet the everyday needs of its residents.
1 in 4 Atlantans live in food deserts
Only 36% of small stores in majority-Black areas offer fresh produce
In this key transportation and cultural hub, many residents, students, and workers face long trips for basic groceries or rely on limited, processed alternatives—a food desert reality that acts as a barrier to well-being.
Our central challenge was to rethink what a grocery store could be in this historic urban core, aiming to design an inclusive, local, and affordable experience grounded in a deep understanding of the people we serve.
Key Takeaways:
What stood out most was how foundational our research became to the entire project. The work we did early on, like interviewing locals, observing behavior, and mapping user needs, shaped everything that followed. It was rewarding to see those insights reflected in branding decisions, interior layouts, and even in conversations with stakeholders. This experience showed me that strong research brings clarity, direction, and alignment across every part of a design process.
What I Learned:
This experience taught me how foundational strong user research really is. The work we did early on — talking to the community, digging into pain points, and capturing real needs ended up guiding every team, from branding to interiors. It gave everyone a shared direction. I learned that when you take the time to truly understand people, it makes every creative choice that follows more intentional, more grounded, and more impactful.
Key Takeaways:
What stood out most was how foundational our research became to the entire project. The work we did early on, like interviewing locals, observing behavior, and mapping user needs, shaped everything that followed. It was rewarding to see those insights reflected in branding decisions, interior layouts, and even in conversations with stakeholders. This experience showed me that strong research brings clarity, direction, and alignment across every part of a design process.
What I Learned:
This experience taught me how foundational strong user research really is. The work we did early on — talking to the community, digging into pain points, and capturing real needs ended up guiding every team, from branding to interiors. It gave everyone a shared direction. I learned that when you take the time to truly understand people, it makes every creative choice that follows more intentional, more grounded, and more impactful.
The Presentation
How Do You Share a Vision That’s Rooted in Research?
To bring our work to life, we invited key stakeholders including Mayor Dickens and Paul, the founder of Savi Provisions, to review our progress. The session opened with research posters from the UX and ID teams, highlighting core insights and user-driven opportunities. This was followed by presentations from the Branding and Advertising and Interior Design teams, each showcasing their creative direction for the grocery experience.
The Presentation
How Do You Share a Vision That’s Rooted in Research?
To bring our work to life, we invited key stakeholders including Mayor Dickens and Paul, the founder of Savi Provisions, to review our progress. The session opened with research posters from the UX and ID teams, highlighting core insights and user-driven opportunities. This was followed by presentations from the Branding and Advertising and Interior Design teams, each showcasing their creative direction for the grocery experience.
CONTACT
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CONTACT
NAVIGATE
Ready to build a better experience?
Rukhsar Khundmiri © 2025
Crafted between airport gates and timezones!
CONTACT
NAVIGATE
CONTACT
NAVIGATE
Ready to build a better experience?
Rukhsar Khundmiri © 2025
Crafted between airport gates and timezones!
CONTACT
NAVIGATE
CONTACT
NAVIGATE
Ready to build a better experience?
Rukhsar Khundmiri © 2025
Crafted between airport gates and timezones!
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The Problem
What Happens When a City Lacks Access to Fresh, Affordable Food?
In this key transportation and cultural hub, many residents, students, and workers face long trips for basic groceries or rely on limited, processed alternatives—a food desert reality that acts as a barrier to well-being.
Our central challenge was to rethink what a grocery store could be in this historic urban core, aiming to design an inclusive, local, and affordable experience grounded in a deep understanding of the people we serve.
The Problem
What Happens When a City Lacks Access to Fresh, Affordable Food?
Downtown Atlanta lacks accessible, community-focused grocery options that meet the everyday needs of its residents.
Downtown Atlanta lacks accessible grocery options that meet the everyday needs of its residents.
1 in 4 Atlantans live in food deserts
1 in 4 Atlantans live in food deserts
Only 36% of small stores in majority-Black areas offer fresh produce
Only 36% of small stores in majority-Black areas offer fresh produce
In this key transportation and cultural hub, many residents, students, and workers face long trips for basic groceries or rely on limited, processed alternatives—a food desert reality that acts as a barrier to well-being.
Our central challenge was to rethink what a grocery store could be in this historic urban core, aiming to design an inclusive, local, and affordable experience grounded in a deep understanding of the people we serve.
In this key transportation and cultural hub, many residents, students, and workers face long trips for basic groceries or rely on limited, processed alternatives—a food desert reality that acts as a barrier to well-being.
Our central challenge was to rethink what a grocery store could be in this historic urban core, aiming to design an inclusive, local, and affordable experience grounded in a deep understanding of the people we serve.
The Problem
What Happens When a City Lacks Access to Fresh, Affordable Food?
Downtown Atlanta lacks accessible grocery options that meet the everyday needs of its residents.
Downtown Atlanta lacks accessible grocery options that meet the everyday needs of its residents.
From Insights to People
Synthesizing our initial field research—primarily from street interviews and observations—we developed four key user personas. These represented the diverse needs, motivations, and pain points of the Downtown Atlanta community, becoming our guideposts for user-centered design.
Insights from our street interviews shaped these personas, representing Atlanta's diverse users. For instance, 'Natasha' voiced the need for "healthy options" when she gets takeout. 'Burt' sought specific fresh items, stating, "I would like to see fresh fruit and salad bowls since there's not many options for that here." These distinct user needs directly anchored our design decisions.
Research
How Do People Navigate Food Access in Downtown Atlanta?
To address the critical need for accessible, community-focused grocery options in Downtown Atlanta and inform the design of a truly impactful experience, our research began by immersing ourselves with the people most affected. Our goal was to uncover the lived experiences, daily challenges, and systemic barriers shaping food access in the neighborhood.
Our methods included:
focused on resident needs and daily challenges.
Street Interviews
examined environmental barriers and behaviors.
On-site Observations
spoke with industry specialists to grasp systemic issues and best practices.
Expert Insights
provided demographic and urban context.
Secondary Data
With these insights in hand, we moved from understanding to envisioning — translating research into tangible concepts for a modern grocery experience.
Defined a cohesive visual identity through color, material, and finish choices that reflect each brand’s tone.
4th Research Packet
Focused on creating accessible and inviting entry points that connect the store to the neighborhood context.
5th Research Packet
Mapped how staff and shoppers interact to streamline operations and improve user satisfaction.
2nd Research Packet
Studied how lighting, layout, and materials affect shopper behavior and emotional comfort.
3rd Research Packet
3rd Research Packet
Phygital Strategy: Key Recommendations & Impact
Through in-depth Phygital research, we developed a blueprint for a seamless, user-centric grocery experience. This involved several key areas: expert consultations, app and website strategy, kiosk integration, and thoughtful cart and bag design. Our resulting recommendations directly tackled community needs for convenience, accessibility, and engagement within Atlanta's urban food desert context.
Downtown Atlanta shoppers often make frequent, smaller grocery trips, relying on walking or public transport, necessitating lightweight, easily maneuverable solutions. (Phygital Packet, pg. 25)
Cart design and aisle width significantly impact comfort and browse. Compact, agile carts are crucial for navigating potentially tighter urban store layouts. (Phygital Packet, pgs. 27, 31)
Urban Agility: Its compact frame and agile swivel wheels designed for easy maneuvering through tight city store aisles.
Versatile Use: The removable basket offers hand-carry convenience for quick shops or easy unloading, suiting frequent, smaller urban grocery trips.
Sustainable Practices: The design accommodates the use of reusable grocery bags, aligning with consumer preference for eco-friendly shopping.
grocery tech & user friction insights from industry expert (Melody Wu).
Expert Insights
enhancing convenience, transparency & loyalty via digital platforms.
App & Website
streamlining orders & info access for improved efficiency.
In-Store Kiosks
practical & sustainable solutions for urban shopping habits.
Carts & Grocery Bags
1st Research Packet
I led the research for Phygital Touchpoints, where we explored how integrating physical and digital interactions, like app and kiosk concepts, could enhance the customer experience and streamline shopping.
Phygital Touchpoints: Enhancing User Experience
Research Packets: Understanding The Experience
Our team created five specialized research packets, each examining a different layer of the grocery store experience. These insights shaped how we approached digital, spatial, and brand design across both concepts.
Expert Interview: Phygital Grocery Insights
To refine our Phygital strategy, I interviewed Melody Wu (Erewhon experience designer) about creating frictionless, tech-enhanced grocery experiences.
Long Checkout Times / User Friction
Fast digital payments (geolocation, tap-to-pay) enhance experience & reduce friction. (Phygital Packet, pg. 11)
Operational Costs / Space / Theft
Consider NCR's AI self-checkout (overhead scanners) to manage costs, space & theft. (Phygital Packet, pg. 11)
Quick Throughput in Compact Spaces
Look into Mashgin's AI system (overhead cameras, multi-item scan) for efficiency in small stores. (Phygital Packet, pg. 11)
Challenge/Consideration
Expert Recommendation (Melody Wu)
App & Website: Your Digital Grocery Companion
Our research explored how an app and website could best serve customers by addressing their needs for convenience, satisfying interactions, and transparent information. We investigated key features to enhance the overall digital experience.
In-App 'Scan' for Faster Checkout & Real-Time Pricing:
Provides tools for efficient in-store shopping and transparent, up-to-date price information.
(80% of shoppers appreciate live pricing via apps - Phygital Packet, pg. 15)
Personalized Discovery & Suggestions:
Dynamic content like 'Just In' and 'Trending,' along with tailored greetings, enhances the shopping experience and drives user engagement.
(Personalized suggestions & recommendations directly improve user experience and engagement - Phygital Packet, pg. 15)
Effortless Re-Ordering via 'Recent Purchases':
Enables quick additions to cart or lists, directly improving shopping convenience.
(Contributes to frictionless shopping, a key component of customer satisfaction - Phygital Packet, pg. 15)
Kiosks: Key Benefits for the In-Store Experience
Our research pinpointed three primary advantages of integrating kiosks into the phygital strategy, each designed to enhance the customer's journey and store operations.
Kiosks provide instant access to product details, real-time stock availability, and current promotions, empowering customers to make informed choices and discover new items directly in-store. (Phygital Packet, pg. 21)
On-Demand Information & Promotions
By enabling self-service for routine tasks like custom orders or FAQs, kiosks significantly reduce customer wait times and allow staff to focus on providing higher-value, personalized assistance. (Phygital Packet, pg. 21)
Enhanced Efficiency & Staff Support
Offering multiple language options and accessibility features (e.g., larger fonts, voice interaction), kiosks ensure that all community members can benefit from digital services, regardless of smartphone access or ability. (Phygital Packet, pg. 21)
Inclusive Design for All Users
These research insights directly guided our design for a grocery cart tailored to the needs of a grocery store in the city and its community.
Carts & Bags: Researching Urban Needs & Sustainability
Our research extended to the essential physical touchpoints of carts and grocery bags. We investigated how their design could specifically cater to the unique shopping habits of Downtown Atlanta residents while strongly aligning with the growing consumer demand for sustainable solutions.
Comprehensive Research Approach
Alongside Phygital Touchpoints, the User Expereince and Industrial Design teams collaborated and developed four additional research packets, each essential to building a well-rounded and responsive store.
In the Packet:
From Insights to People
From Insights to People
Synthesizing our initial field research—primarily from street interviews and observations—we developed four key user personas. These represented the diverse needs, motivations, and pain points of the Downtown Atlanta community, becoming our guideposts for user-centered design.
Synthesizing our initial field research—primarily from street interviews and observations—we developed four key user personas. These represented the diverse needs, motivations, and pain points of the Downtown Atlanta community, becoming our guideposts for user-centered design.
Insights from our street interviews shaped these personas, representing Atlanta's diverse users. For instance, 'Natasha' voiced the need for "healthy options" when she gets takeout. 'Burt' sought specific fresh items, stating, "I would like to see fresh fruit and salad bowls since there's not many options for that here." These distinct user needs directly anchored our design decisions.
Insights from our street interviews shaped these personas, representing Atlanta's diverse users. For instance, 'Natasha' voiced the need for "healthy options" when she gets takeout. 'Burt' sought specific fresh items, stating, "I would like to see fresh fruit and salad bowls since there's not many options for that here." These distinct user needs directly anchored our design decisions.
Research
How Do People Navigate Food Access in Downtown Atlanta?
To address the critical need for accessible, community-focused grocery options in Downtown Atlanta and inform the design of a truly impactful experience, our research began by immersing ourselves with the people most affected. Our goal was to uncover the lived experiences, daily challenges, and systemic barriers shaping food access in the neighborhood.
Research
How Do People Navigate Food Access in Downtown Atlanta?
To address the critical need for accessible, community-focused grocery options in Downtown Atlanta and inform the design of a truly impactful experience, our research began by immersing ourselves with the people most affected. Our goal was to uncover the lived experiences, daily challenges, and systemic barriers shaping food access in the neighborhood.
focused on resident needs and daily challenges.
focused on resident needs and daily challenges.
Street interviews
Street Interviews
examined environmental barriers and behaviors.
examined environmental barriers and behaviors.
On-site observations
On-site Observations
examined environmental barriers and behaviors.
On-site observations
Secondary Data
examined environmental barriers and behaviors.
spoke with industry specialists to grasp systemic issues and best practices.
On-site observations
Expert Insights
Secondary data analysis
provided demographic and urban context.
With these insights in hand, we moved from understanding to envisioning — translating research into tangible concepts for a modern grocery experience.
With these insights in hand, we moved from understanding to envisioning — translating research into tangible concepts for a modern grocery experience.
Defined a cohesive visual identity through color, material, and finish choices that reflect each brand’s tone.
Defined a cohesive visual identity through color, material, and finish choices that reflect each brand’s tone.
4th Research Packet
Focused on creating accessible and inviting entry points that connect the store to the neighborhood context.
Focused on creating accessible and inviting entry points that connect the store to the neighborhood context.
5th Research Packet
Mapped how staff and shoppers interact to streamline operations and improve user satisfaction.
Mapped how staff and shoppers interact to streamline operations and improve user satisfaction.
2nd Research Packet
Studied how lighting, layout, and materials affect shopper behavior and emotional comfort.
Studied how lighting, layout, and materials affect shopper behavior and emotional comfort.
3rd Research Packet
Phygital Strategy: Key Recommendations & Impact
Through Phygital research, we developed a blueprint for a seamless, user-centric grocery experience. This involved several key areas: expert consultations, app and website strategy, kiosk integration, and thoughtful cart and bag design. Our resulting recommendations directly tackled community needs for convenience, accessibility, and engagement within Atlanta's urban food desert context.
Downtown Atlanta shoppers often make frequent, smaller grocery trips, relying on walking or public transport, necessitating lightweight, easily maneuverable solutions. (Phygital Packet, pg. 25)
Downtown Atlanta shoppers often make frequent, smaller grocery trips, relying on walking or public transport, necessitating lightweight, easily maneuverable solutions. (Phygital Packet, pg. 25)
Cart design and aisle width significantly impact comfort and browse. Compact, agile carts are crucial for navigating potentially tighter urban store layouts.
(Phygital Packet, pgs. 27, 31)
Cart design and aisle width significantly impact comfort and browse. Compact, agile carts are crucial for navigating potentially tighter urban store layouts.
(Phygital Packet, pgs. 27, 31)
Urban Agility: Its compact frame and agile swivel wheels designed for easy maneuvering through tight city store aisles.
Versatile Use: The removable basket offers hand-carry convenience for quick shops or easy unloading, suiting frequent, smaller urban grocery trips.
Sustainable Practices: The design accommodates the use of reusable grocery bags, aligning with consumer preference for eco-friendly shopping.
grocery tech & user friction insights from industry expert (Melody Wu).
grocery tech & user friction insights from industry expert (Melody Wu).
Expert Insights
Expert Insights
enhancing convenience, transparency & loyalty via digital platforms.
enhancing convenience, transparency & loyalty via digital platforms.
App & Website
App & Website
streamlining orders & info access for improved efficiency.
streamlining orders & info access for improved efficiency.
In-Store Kiosks
In-Store Kiosks
practical & sustainable solutions for urban shopping habits.
practical & sustainable solutions for urban shopping habits.
Carts & Grocery Bags
Carts & Grocery Bag
1st Research Packet
I led the research for Phygital Touchpoints, where we explored how integrating physical and digital interactions, like app and kiosk concepts, could enhance the customer experience and streamline shopping.
I led the research for Phygital Touchpoints, where we explored how integrating physical and digital interactions, like app and kiosk concepts, could enhance the customer experience and streamline shopping.
Phygital Touchpoints:
Enhancing User Experience
Phygital Touchpoints:
Enhancing User Experience
Research Packets: Understanding The Experience
Research Packets: Understanding The Experience
Our team created five specialized research packets, each examining a different layer of the grocery store experience. These insights shaped how we approached digital, spatial, and brand design across both concepts.
Our team created five specialized research packets, each examining a different layer of the grocery store experience. These insights shaped how we approached digital, spatial, and brand design across both concepts.
Expert Interview: Phygital Grocery Insights
To refine our Phygital strategy, I interviewed Melody Wu (Erewhon experience designer) about creating frictionless, tech-enhanced grocery experiences.
Long Checkout Times / User Friction
Long Checkout Times / User Friction
Fast digital payments (geolocation, tap-to-pay) enhance experience & reduce friction. (Phygital Packet, pg. 11)
Operational Costs / Space / Theft
Operational Costs / Space / Theft
Consider NCR's AI self-checkout (overhead scanners) to manage costs, space & theft. (Phygital Packet, pg. 11)
Quick Throughput in Compact Spaces
Quick Throughput in Compact Spaces
Look into Mashgin's AI system (overhead cameras, multi-item scan) for efficiency in small stores. (Phygital Packet, pg. 11)
Challenge/Consideration
Challenge/Consideration
Expert Recommendation (Melody Wu)
App & Website: Your Digital Grocery Companion
Our research explored how an app and website could best serve customers by addressing their needs for convenience, satisfying interactions, and transparent information. We investigated key features to enhance the overall digital experience.
In-App 'Scan' for Faster Checkout & Real-Time Pricing:
Provides tools for efficient in-store shopping and transparent, up-to-date price information.
(80% of shoppers appreciate live pricing via apps - Phygital Packet, pg. 15)
Personalized Discovery & Suggestions:
Dynamic content like 'Just In' and 'Trending,' along with tailored greetings, enhances the shopping experience and drives user engagement.
(Personalized suggestions & recommendations directly improve user experience and engagement - Phygital Packet, pg. 15)
Effortless Re-Ordering via 'Recent Purchases':
Enables quick additions to cart or lists, directly improving shopping convenience.
(Contributes to frictionless shopping, a key component of customer satisfaction - Phygital Packet, pg. 15)
In-App 'Scan' for Faster Checkout & Real-Time Pricing:
Provides tools for efficient in-store shopping and transparent, up-to-date price information.
(80% of shoppers appreciate live pricing via apps - Phygital Packet, pg. 15)
Personalized Discovery & Suggestions:
Dynamic content like 'Just In' and 'Trending,' along with tailored greetings, enhances the shopping experience and drives user engagement.
(Personalized suggestions & recommendations directly improve user experience and engagement - Phygital Packet, pg. 15)
Effortless Re-Ordering via 'Recent Purchases':
Enables quick additions to cart or lists, directly improving shopping convenience.
(Contributes to frictionless shopping, a key component of customer satisfaction - Phygital Packet, pg. 15)
In-App 'Scan' for Faster Checkout & Real-Time Pricing:
Provides tools for efficient in-store shopping and transparent, up-to-date price information.
(80% of shoppers appreciate live pricing via apps - Phygital Packet, pg. 15)
Personalized Discovery & Suggestions:
Dynamic content like 'Just In' and 'Trending,' along with tailored greetings, enhances the shopping experience and drives user engagement.
(Personalized suggestions & recommendations directly improve user experience and engagement - Phygital Packet, pg. 15)
Effortless Re-Ordering via 'Recent Purchases':
Enables quick additions to cart or lists, directly improving shopping convenience.
(Contributes to frictionless shopping, a key component of customer satisfaction - Phygital Packet, pg. 15)
Kiosks: Key Benefits for the In-Store Experience
Our research pinpointed three primary advantages of integrating kiosks into the phygital strategy, each designed to enhance the customer's journey and store operations.
Kiosks provide instant access to product details, real-time stock availability, and current promotions, empowering customers to make informed choices and discover new items directly in-store. (Phygital Packet, pg. 21)
Kiosks provide instant access to product details, real-time stock availability, and current promotions, empowering customers to make informed choices and discover new items directly in-store. (Phygital Packet, pg. 21)
Kiosks provide instant access to product details, real-time stock availability, and current promotions, empowering customers to make informed choices and discover new items directly in-store.
(Phygital Packet, pg. 21)
On-Demand Information & Promotions
On-Demand Information & Promotions
By enabling self-service for routine tasks like custom orders or FAQs, kiosks significantly reduce customer wait times and allow staff to focus on providing higher-value, personalized assistance. (Phygital Packet, pg. 21)
By enabling self-service for routine tasks like custom orders or FAQs, kiosks significantly reduce customer wait times and allow staff to focus on providing higher-value, personalized assistance. (Phygital Packet, pg. 21)
By enabling self-service for routine tasks like custom orders or FAQs, kiosks significantly reduce customer wait times and allow staff to focus on providing higher-value, personalized assistance.
(Phygital Packet, pg. 21)
Enhanced Efficiency & Staff Support
Enhanced Efficiency & Staff Support
Offering multiple language options and accessibility features (e.g., larger fonts, voice interaction), kiosks ensure that all community members can benefit from digital services, regardless of smartphone access or ability. (Phygital Packet, pg. 21)
Offering multiple language options and accessibility features (e.g., larger fonts, voice interaction), kiosks ensure that all community members can benefit from digital services, regardless of smartphone access or ability. (Phygital Packet, pg. 21)
Inclusive Design for All Users
Inclusive Design for All Users
These research insights directly guided our design for a grocery cart tailored to the needs of a grocery store in the city and its community.
These research insights directly guided our design for a grocery cart tailored to the needs of a grocery store in the city and its community.
These research insights directly guided our design for a grocery cart tailored to the needs of a grocery store in the city and its community.
Carts & Bags: Researching Urban Needs & Sustainability
Our research extended to the essential physical touchpoints of carts and grocery bags. We investigated how their design could specifically cater to the unique shopping habits of Downtown Atlanta residents while strongly aligning with the growing consumer demand for sustainable solutions.
Comprehensive Research Approach
Alongside Phygital Touchpoints, the User Expereince and Industrial Design teams collaborated and developed four additional research packets, each essential to building a well-rounded and responsive store.
Alongside Phygital Touchpoints, the User Expereince and Industrial Design teams collaborated and developed four additional research packets, each essential to building a well-rounded and responsive store.
Alongside Phygital Touchpoints, the User Experience and Industrial Design teams collaborated and developed four additional research packets, each essential to building a well-rounded and responsive store.
In the Packet:
In the Packet:
focused on resident needs and daily challenges.
Street Interviews
examined environmental barriers and behaviors.
On-site Observations
examined environmental barriers and behaviors.
Secondary Data
spoke with industry specialists to grasp systemic issues and best practices.
Expert Insights
Our methods included:
Our methods included:
A modern and bold identity focusing on freshness and trustworthiness.
A community-centered concept symbolizing resilience and connection.
These visual identities helped set the tone for environments, signage, and marketing—ensuring that every brand touchpoint resonated with the people it was designed to serve.
These visual identities helped set the tone for environments, signage, and marketing—ensuring that every brand touchpoint resonated with the people it was designed to serve.
The Identity
What Should a Community Grocery Store Feel Like?
Informed by our research, we explored how branding could capture not just what the store offers—but what it stands for. From warmth and trust to resilience and pride, our team developed two distinct directions that reflect the values and aspirations of downtown Atlanta’s residents.
The Identity
What Should a Community Grocery Store Feel Like?
Informed by our research, we explored how branding could capture not just what the store offers—but what it stands for. From warmth and trust to resilience and pride, our team developed two distinct directions that reflect the values and aspirations of downtown Atlanta’s residents.
The app’s key features were thoughtfully designed to reflect the needs of all four personas. The Quick Payment & Barcode screen supports Natasha’s need for speed, while the Order Pickup screen aligns with Ken’s emphasis on sustainability. Recipe and Cooking Class screens tap into Corey’s curiosity, and the Digital Wallet and Loyalty features cater to Burt’s grab-and-go lifestyle. Together, these touchpoints transform insights into intuitive, persona-driven interactions.
The app’s key features were thoughtfully designed to reflect the needs of all four personas. The Quick Payment & Barcode screen supports Natasha’s need for speed, while the Order Pickup screen aligns with Ken’s emphasis on sustainability. Recipe and Cooking Class screens tap into Corey’s curiosity, and the Digital Wallet and Loyalty features cater to Burt’s grab-and-go lifestyle. Together, these touchpoints transform insights into intuitive, persona-driven interactions.
The Digital Touchpoint
How Can an App Make Shopping Local, Fast & Thoughtful?
Building on the physical experience, we translated our research into a digital interface that reflects the store’s core values. The app design centers on convenience, community, and sustainability—pillars that emerged through branding development and user research.
Guided by insights from the Phygital Packet, we prioritized features that streamline shopping while meeting the distinct needs of our personas.
The Digital Touchpoint
How Can an App Make Shopping Local, Fast & Thoughtful?
Building on the physical experience, we translated our research into a digital interface that reflects the store’s core values. The app design centers on convenience, community, and sustainability—pillars that emerged through branding development and user research.
Guided by insights from the Phygital Packet, we prioritized features that streamline shopping while meeting the distinct needs of our personas.