ASIATISK MAT SHERRYL CASE STUDY
YOUR ONE STOP SHOP FOR FOREIGN GROCERIES
Asiatisk Mat Sherryl is a local grocery store in Norway, offering a wide selection of Asian specialties and Eastern European delicacies. The project focused on revamping their online presence to attract more customers, even without e-commerce. By enhancing the website’s appeal, the goal was to drive foot traffic and increase sales through new features like a recipe blog, catering services, and targeted social media campaigns.
project background
PROBLEM WE solved
12% increase in sales within just two months.
Asiatisk Mat needed more than a website refresh—they needed a more inclusive brand identity. Although they offered both Asian and European groceries, their brand was narrowly focused, missing an opportunity to attract the growing Eastern European community in the area. By revamping their branding, launching targeted campaigns, and improving their online presence, we expanded their customer base, leading to a 12% sales increase in just two months.
TIMELINE
APRIL - JUNE 2024
INDUSTRY
Retail - International Groceries
Asiatisk Mat Sherryl, a local food shop in Trøndelag, Norway, aimed to enhance its online presence and attract more customers. With a diverse selection of foreign groceries, they required a modern, user-friendly website to showcase their unique offerings, even without direct online sales. My role involved redesigning the website and developing innovative strategies to boost customer engagement and drive foot traffic to the store.
PROBLEM
Asiatisk Mat Sherryl faced challenges in engaging its target audience, limiting sales and interaction opportunities. Key issues included:
GOAL
MY ROLE
INTRODUCTION
MY RESPONSIBILITIES
PLATFORM
RESPONSIVE WEBSITE
Conducted user research and designed wireframes and prototypes.
Developed branding and business strategies to enhance sales.
Created and implemented website content and layout.
Lack of awareness:
Many customers, particularly in the Eastern European community, were unaware that the store offered familiar products.
Unclear product categorization:
The website's navigation was hindered by poor categorization, making it difficult for customers to find what they needed.
Limited Engagement:
The absence of engaging content, such as recipes or catering services, reduced interaction with the brand, both online and in-store.
UX / UI Design, Web Design, Branding, Business strategy, Content Creation.
Create an inclusive and engaging shopping experience that highlights both Asian and European groceries. By sharing recipes and offering catering services, we aimed to foster a sense of community and raise awareness of the diverse product offerings available at Asiatisk Mat. This approach not only connects customers with the store but also encourages them to explore new products, leading to increased foot traffic and sales—despite the absence of an online shopping option.
understanding the user
USER RESEARCH SUMMARY
To understand the diverse needs of Asiatisk Mat's customer base, I conducted informal research through conversations with residents in Heim Kommune, Trøndelag, as well as structured surveys. These discussions focused on their awareness of the store’s offerings, particularly the catering service, which many residents were unaware of. Additionally, I analyzed customer behaviors and reviewed competitor strategies. This combination of qualitative and quantitative research revealed key pain points and opportunities, guiding our strategic and design decisions to enhance customer engagement and online presence.
The insights gained from this research informed the following key findings and pain points, which are detailed in the subsequent sections.
KEY INSIGHTS
Diverse Customer Needs
Customers seek more than just product listings; they desire a connection to the culture and community behind the products. This insight highlights the importance of showcasing not only the items available but also the stories and traditions that accompany them.
Note: Data collected through surveys and personal interviews with members of the Eastern European community to better understand their product preferences and needs
Eastern European Market
The influx of Eastern European immigrants in Norway presents a unique opportunity to cater specifically to this demographic. By highlighting their preferred products and fostering a sense of community, Asiatisk Mat can better serve this growing customer base.
Note: Observation period began in April, reflecting the impact of implemented strategies on user engagement. Data illustrates engagement metrics observed over the course of the project from April to June.
Enhanced Online Engagement
Customers expressed a strong desire for more interactive and engaging content, such as recipes and catering services. This enhancement would significantly increase the website's value and appeal, encouraging more frequent visits.
Note: These metrics were collected through user surveys conducted after the branding revamp, highlighting the effectiveness of the new identity in enhancing user experience and perception.
Visual Appeal & Branding
There was a clear need for a refreshed brand identity that effectively communicates the broader range of products available, including both Asian and European goods. This effort included crafting a more inclusive and appealing hero statement for the website.
Note: Data collected through customer surveys and feedback sessions to identify their preferences and enhance engagement strategies.
user research: pain points
Limited Product Visibility
Many local residents were unaware of the diverse range of European products available alongside Asian goods, which limited their access to the full variety.
Inadequate Online Engagement
The existing online presence lacked interactive content, such as recipes or catering services, which could enhance user experience and drive more traffic to the site.
Outdated Brand Identity
The brand's strong focus on Asian goods limited its overall appeal. A refreshed identity was necessary to effectively communicate the broad range of products, including both Asian and European offerings.
target user personas
To better understand and serve Asiatisk Mat’s diverse customer base, we developed user personas that represent key segments of their audience. These personas highlight the unique needs, goals, and frustrations of both Eastern European immigrants seeking familiar groceries and local food enthusiasts exploring Asian cuisine. By identifying these groups, we tailored our design and strategy to ensure a more engaging and relevant customer experience.
PROBLEM STATEMENT
Andrzej Nowak, a Polish immigrant in Kykrsæterøra, Trøndelag, struggles to find familiar Eastern European groceries due to limited visibility and lack of stock information at Asiatisk Mat. Despite appreciating the European section, he often finds it challenging to know what's available before visiting the store.
PROBLEM STATEMENT
Sophia Larsen, a food blogger and chef in Heim komunne, Trøndelag, values Asiatisk Mat’s selection of Asian ingredients but is frustrated by the lack of recipe inspiration and catering services. She needs more than just ingredients; she requires engaging content and services to enhance her culinary creations and blogging efforts.
COMpETITIVE ANALYSIS
We conducted a thorough analysis of key competitors in the ethnic grocery and specialty food market. By examining their product offerings, online presence, and customer engagement, we identified areas where Asiatisk Mat Sherryl could improve to better serve its target market.
The following pie chart represents key findings from the analysis, highlighting the gaps and opportunities Asiatisk Mat Sherryl can capitalize on.
Competitive Gaps in Product Offering & Engagement
European Product Visibility (25%)
Reflects the general emphasis on European products among competitors, with varying degrees of visibility and prominence.
Online Engagement (20%)
Shows the extent of competitors' interactive content and online presence, highlighting areas for improvement.
Brand Identity Appeal (30%)
Reflects the focus on brand identity among competitors, despite the overall low quality of execution in many cases.
Catering Services (15%)
Represents the emphasis on catering services among competitors, revealing potential gaps in service delivery.
Social Media Integration (10%)
Demonstrates the level of social media activity and content quality, indicating missed opportunities for community engagement.
European Product Visibility (25%)
While most competitors offer European products, the visibility and emphasis on these products are often minimal or not effectively highlighted.
Online Engagement (20%)
Many competitors lack interactive content like recipes or community-focused posts, , which could significantly enhance user experience.
Brand Identity Appeal (30%)
Although 30% of competitors focus on brand identity, their actual execution is often lacking, with minimal or ineffective branding.
Catering Services (15%)
Some competitors offer catering services, but it’s not a primary focus or might be poorly executed , limiting their potential impact.
Social Media Integration (10%)
Competitors often miss out on effective social media integration, which limits their engagement with target demographics and community building.
Competitor Focus Areas
S.W.O.T ANALYSis
Freshly Prepared Traditional Meals: Asiatisk Mat stands out with its food truck offering fresh, traditional Asian meals daily. This feature also supports the catering services, providing a competitive edge over shops with only pre-packaged goods.
Local Brand Recognition: The store is well-established and recognized in the local market for Asian groceries, providing a solid foundation for future growth.
Interactive Content and Catering: Recent improvements, such as the addition of a recipe blog and the expansion of catering services, have enhanced customer engagement and created more touchpoints with the community.
European Product Visibility: Previously, the visibility of European products in-store and online was limited, making it challenging for customers to discover these offerings and diminishing their potential appeal.
Limited Online Engagement: Before the recent revamp, the online presence lacked interactive elements such as recipes or community content, impacting customer engagement and retention over time.
Brand Identity: The brand’s previous identity did not effectively communicate the wide range of products available, especially to the Eastern European demographic, reducing its overall market appeal.
Expanding Market: There is a growing Eastern European immigrant population in Norway, presenting a significant opportunity to expand the customer base by promoting European products more effectively.
Demand for Recipes and Catering: The rising interest in ethnic recipes and the food truck catering services provides an opportunity to attract new customers and deepen engagement with existing ones through personalized experiences.
Enhanced Digital Presence: Improving the website’s user experience, alongside better social media integration, can help capture a wider audience and further engage customers online with fresh, interactive content.
Competitors’ Resources: Larger competitors with more substantial budgets may offer a broader range of products and services, as well as more polished and impactful branding, making it harder to compete.
Online Competition: The rise of online stores offering diverse products and convenient delivery options presents a threat to smaller retailers, potentially drawing customers away from physical stores.
Brand Consistency: Maintaining a consistent and appealing brand identity that resonates across different cultural demographics can be challenging, especially as the store expands its product offerings.
solution and strategies
Enhanced Product Visibility: Revamped website with a clear focus on both Asian and European groceries.
SOLUTION 1
PRODUCT CATEGORIZATION
Enhanced Product Categorization: Created clear, easy-to-navigate categories to help customers quickly find their products.
Recipe and Catering Services: Introduced a blog with free recipes featuring products available at Asiatisk Mat, and a dedicated catering page for their food truck services.
SOLUTION 2
SOLUTION 3
CATERING PAGE
Highlights the food truck’s offerings, provides easy contact options, and includes customer testimonials to encourage event bookings. The page was designed to attract both everyday customers and larger event organizers looking for authentic food options.
SOLUTION 4
LOGO AND VISUAL ELEMENTS
Developed a new visual identity for Instagram, featuring a "Bowl of Noodles" logo. This design symbolizes the diverse selection of both Asian and European goods available, enhancing brand recognition and appeal.
SOLUTION 4
DIRECT OUTREACH AND PROMOTIONS
Conducted informal, door-to-door conversations with 50 residents in Heim Kommune to raise awareness about Asiatisk Mat’s catering services. This direct engagement revealed that 35% of residents were unaware of our food truck's offerings. Collaborated with stakeholders to implement a 50% discount promotion on our food truck’s spring rolls, resulting in a 40% increase in sales on the promotional day and introducing more customers to our fresh, traditional meals. Feedback from residents included positive comments about the quality and flavor of the food, emphasizing the need for such offerings in the community.
DEDICATED SECTION
Added sections for European products prominently featured on the homepage to ensure that customers could easily discover the full range of offerings. This increased product visibility helped address previous issues with customers being unaware of the variety available.
RECIPE BLOG
Offers a variety of Asian recipes using the store’s products, encouraging customers to purchase the ingredients. This helped increase customer engagement by providing useful, value-added content directly related to the products.
InSTAGRAM INTEGRATION: Leveraged Instagram to connect with the community, share engaging content, and enhance marketing efforts.
INSTAGRAM INTEGRATION
Integrated an Instagram feed into the homepage to showcase free recipes, catering services, and product highlights. This approach not only engages the Asian and Eastern European communities but also serves as a targeted marketing tool, utilizing Instagram's popularity in Norway (with 81.7% of residents using social networks) to reach and connect with potential customers through organic and paid content.
Brand Identity Revamp:
Updated brand messaging and visual identity to better reflect the diverse range of products available.
HERO STATEMENT
Revised the homepage hero statement to "Your One-Stop Shop for Foreign Groceries," clearly communicating the store’s expansive offerings.
Community Engagement through Food Truck & Local Outreach:
Leveraging personal interactions to boost community awareness and drive sales.
SUMMARY OF SOLUTIONS
The following solutions were developed to address the key pain points and competitive gaps identified during our analysis of Asiatisk Mat Sherryl:
1. Enhanced Product Visibility:
A revamped website with a clear focus on both Asian and European groceries, featuring dedicated sections for European products and improved product categorization to facilitate easy navigation.
2. Recipe and Catering Services:
The introduction of a blog offering a variety of recipes using store products, along with a dedicated catering page highlighting food truck services. This aims to encourage customers to engage with the brand and purchase ingredients.
3. Integrated Instagram Engagement:
An integrated Instagram feed on the homepage allows for sharing free recipes and engaging with targeted communities, fostering a sense of connection and encouraging product purchases.
4. Brand Identity Revamp:
An updated brand messaging and visual identity, including a new hero statement ("Your One Stop Shop for Foreign Groceries") and a "Bowl of Noodles" logo. This reflects the diverse range of products available and aims to enhance brand recognition.
5. Community Engagement through Food Truck & Local Outreach:
Leveraged personal interactions through door-to-door conversations with residents to boost community awareness of Asiatisk Mat’s food truck. Collaborated with stakeholders to implement a promotional discount on spring rolls, resulting in a significant increase in sales and positive feedback about the quality of offerings.
Vision Statement
Asiatisk Mat Sherryl aims to become the leading destination for ethnic groceries in Heim Kommune, Trøndelag, Norway, by fostering a vibrant community that celebrates cultural diversity. Through enhanced product visibility, engaging content, and a strong brand identity, we strive to create an inviting and inclusive shopping experience that meets the diverse needs of our customer base.
IMPLEMENTATION PLAN
To effectively implement the proposed solutions and strategies for Asiatisk Mat Sherryl, we have outlined a step-by-step roadmap over the course of six weeks. This plan prioritizes enhancing product visibility, increasing customer engagement, and revamping the brand identity. By following this structured approach, Asiatisk Mat Sherryl can achieve its goals of growing within the Heim Kommune market and attracting a broader customer base.
Below is a visual timeline highlighting the key milestones for each week of implementation:
WEEK 1
1
Recipe and Catering Services
Launch the recipe blog showcasing products from the store. Add a dedicated catering page to promote food truck services and provide contact information.
4
5
Refinements Based on Feedback
Implement changes based on feedback, improving the website, content, and social media strategies for better engagement.
Review and Feedback Collection
Collect user feedback through surveys and analyze social media engagement to gather insights for improvements.
6
Enhanced Product Visibility
Revamp the homepage with dedicated sections for both Asian and European groceries. Improve product categorization to help customers find items easily.
2
WEEK 2
WEEK 3
3
Brand Identity Revamp
Update the hero statement and integrate the new logo ("Bowl of Noodles") across the website and social media.
Integrated Instagram Feed
Embed the Instagram feed on the homepage to engage with both Asian and Eastern European communities by sharing recipes and product features.
Detailed Week-by-Week Breakdown
Week 1:
Finalize and launch the dedicated European products section on the website.
Ensure clear product categorization is implemented to make navigation intuitive and user-friendly.
Week 2:
Launch the recipe blog featuring a variety of Asian and European dishes that use products available at Asiatisk Mat.
Begin promoting the recipe blog across social media and in-store to engage existing customers.
Week 3:
Launch the catering services page, including customer testimonials and clear options for booking.
Begin social media promotions focused on the catering service, highlighting its uniqueness and availability for community events.
Week 4:
Integrate the Instagram feed into the homepage, showcasing recipes, product features, and behind-the-scenes content.
Increase social media engagement by posting behind-the-scenes content from the food truck and recipe-making process.
Week 5:
Update brand identity across digital platforms to reflect the new "Bowl of Noodles" logo and new hero statement.
Launch a social media campaign introducing the updated visual identity and communicating the diversity of the products.
Week 6:
Conduct a review of all website sections and engagement metrics.
Begin collecting customer feedback through surveys or direct interaction to gauge satisfaction and identify areas for further improvement.
metrics for success
To ensure the effectiveness of the implemented solutions, we will track key performance indicators (KPIs) that reflect our progress and overall impact on Asiatisk Mat Sherryl's business objectives. By monitoring these metrics, we can assess the success of our strategies, make informed adjustments as needed, and ensure we are meeting our goals in enhancing customer engagement and satisfaction.
key performance indicators (KPIS)
Conclusion & Reflections
Your one-stop shop for foreign groceries.
In this UX case study for Asiatisk Mat Sherryl, we set out to address the challenges of improving user experience, increasing customer engagement, and enhancing online product visibility for both Asian and European goods. By implementing targeted strategies—such as optimizing the website’s navigation, introducing a dedicated European product section, integrating Instagram for recipe sharing, and revamping the brand identity—we’ve successfully positioned the brand as a more inclusive and diverse marketplace for ethnic groceries in its region.
Through these changes, we aimed to streamline the user journey, making it easier for customers to find and purchase products while increasing their engagement with the brand through value-added content, such as the recipe blog. The launch of a catering service further diversified the offerings and attracted new customers.
With clearly defined metrics for success, we anticipate notable growth in website traffic, social media engagement, and sales performance, as well as increased customer satisfaction reflected in positive feedback and reviews. The solutions implemented have laid a strong foundation for future growth and expansion.
Final Thought:
Working on this project highlighted the significance of user-centered design in creating an inclusive, engaging, and culturally diverse shopping experience. The strategies implemented not only addressed immediate needs but also set the groundwork for continuous improvement in a rapidly evolving market.