Thesis project: In collaboration with COOP
Thesis project: In collaboration with COOP
Thesis project: In collaboration with COOP
Overview: This project explores how interaction design can improve the user experience for older customers in the transitioning from physical to digital promotional flyers within the grocery retail chain Coop.
Focus: Qualitative interviews · UX · User-Research · Prototyping · User Testing · Redesign · Case study · Accessibility
Overview: This project explores how interaction design can improve the user experience for older customers in the transitioning from physical to digital promotional flyers within the grocery retail chain Coop.
Focus: Qualitative interviews · UX · User-Research · Prototyping · User Testing · Redesign · Case study · Accessibility
Oerview: This project explores how interaction design can improve the user experience for older customers in the transitioning from physical to digital promotional flyers within the grocery retail chain Coop.
Focus: Qualitative interviews · UX · User-Research · Prototyping · User Testing · Redesign · Case study · Accessibility
Role: UX research
My contributions:
UX/UI Design
Research
Analyzing customer feedback
Conducted interviews
Usability Testing
Prototyping
Synthesized findings
Role: UX research
My contributions:
UX/UI Design
Research
Analyzing customer feedback
Conducted interviews
Usability Testing
Prototyping
Synthesized findings
Role: UX research
My contributions:
UX/UI Design
Research
Analyzing customer feedback
Conducted interviews
Usability Testing
Prototyping
Synthesized findings
Client: Coop
Tools: Figma
Timeline:
Mars 2026-June 2026
Client: Coop
Tools: Figma
Timeline:
Mars 2026-June 2026
Client: Coop
Tools: Figma
Timeline:
Mars 2026-June 2026
Challanges
Challanges
Challanges
Research problem: The grocery retail sector is transitioning from printed to digital promotional flyers. Older customers are underrepresented in digital technology use and are therefore at risk of digital exclusion.
This study therefore aims to examine through qualitative interviews and usability testing, how older adults experience the transition and how digital flyers can be made more inclusive and accessible.
Research problem: The grocery retail sector is transitioning from printed to digital promotional flyers. Older customers are underrepresented in digital technology use and are therefore at risk of digital exclusion.
This study therefore aims to examine through qualitative interviews and usability testing, how older adults experience the transition and how digital flyers can be made more inclusive and accessible.
Research problem: The grocery retail sector is transitioning from printed to digital promotional flyers. Older customers are underrepresented in digital technology use and are therefore at risk of digital exclusion.
This study therefore aims to examine through qualitative interviews and usability testing, how older adults experience the transition and how digital flyers can be made more inclusive and accessible.
Research question:
"How do older customers experience the transition from physical to digital promotional flyers in the grocery retail sector?"
Research question:
"How do older customers experience the transition from physical to digital promotional flyers in the grocery retail sector?"
Research question:
"How do older customers experience the transition from physical to digital promotional flyers in the grocery retail sector?"
Methods
Methods
Methods
The case study: used a qualitative approach, combining semi-structured interviews with exploratory usability testing using the think-aloud method to gain a deeper understanding of the target groups behaviours, experiences, preferences, needs, and pain points related to printed and digital promotional flyers.
Usability testing: Participants completed task-based scenarios using Coop’s digital interface and a digital PDF version of the printed flyer.
Thematic analysis: The interviews and usability tests were transcribed and analysed through thematic analysis to identify key themes and patterns in the collected data.
Participants: Seven Coop members over the age of 60 participated in the data collection. All had used Coop’s services during the past year and had experience with both printed and digital promotional flyers.
Redesign: Based on the findings, both interfaces were redesigned in Figma to demonstrate concrete design improvements based on the insights from the results addressing the participants’ needs and pain points.
The case study: used a qualitative approach, combining semi-structured interviews with exploratory usability testing using the think-aloud method to gain a deeper understanding of the target groups behaviours, experiences, preferences, needs, and pain points related to printed and digital promotional flyers.
Usability testing: Participants completed task-based scenarios using Coop’s digital interface and a digital PDF version of the printed flyer.
Thematic analysis: The interviews and usability tests were transcribed and analysed through thematic analysis to identify key themes and patterns in the collected data.
Participants: Seven Coop members over the age of 60 participated in the data collection. All had used Coop’s services during the past year and had experience with both printed and digital promotional flyers.
Redesign: Based on the findings, both interfaces were redesigned in Figma to demonstrate concrete design improvements based on the insights from the results addressing the participants’ needs and pain points.
The case study: used a qualitative approach, combining semi-structured interviews with exploratory usability testing using the think-aloud method to gain a deeper understanding of the target groups behaviours, experiences, preferences, needs, and pain points related to printed and digital promotional flyers.
Usability testing: Participants completed task-based scenarios using Coop’s digital interface and a digital PDF version of the printed flyer.
Thematic analysis: The interviews and usability tests were transcribed and analysed through thematic analysis to identify key themes and patterns in the collected data.
Participants: Seven Coop members over the age of 60 participated in the data collection. All had used Coop’s services during the past year and had experience with both printed and digital promotional flyers.
Redesign: Based on the findings, both interfaces were redesigned in Figma to demonstrate concrete design improvements based on the insights from the results addressing the participants’ needs and pain points.
Results
Results
Results
The study shows that older customers value personal interaction, closeness to their local store, and familiar routines more than the practical benefits of digital tools.
Although the participants generally accepted the shift towards digital promotional flyers, this acceptance was not always reflected in how they used them. Instead, digitalisation was often seen as an unavoidable change rather than something they actively preferred.
Digital promotional flyers need to be clearer, easier to navigate, and less mentally demanding. To create a more inclusive transition, they should be designed around older customers’ needs, habits, and digital abilities.
The study shows that older customers value personal interaction, closeness to their local store, and familiar routines more than the practical benefits of digital tools.
Although the participants generally accepted the shift towards digital promotional flyers, this acceptance was not always reflected in how they used them. Instead, digitalisation was often seen as an unavoidable change rather than something they actively preferred.
Digital promotional flyers need to be clearer, easier to navigate, and less mentally demanding. To create a more inclusive transition, they should be designed around older customers’ needs, habits, and digital abilities.
The study shows that older customers value personal interaction, closeness to their local store, and familiar routines more than the practical benefits of digital tools.
Although the participants generally accepted the shift towards digital promotional flyers, this acceptance was not always reflected in how they used them. Instead, digitalisation was often seen as an unavoidable change rather than something they actively preferred.
Digital promotional flyers need to be clearer, easier to navigate, and less mentally demanding. To create a more inclusive transition, they should be designed around older customers’ needs, habits, and digital abilities.
Redesign: Website
Redesign: Website
Redesign: Website
Redesign: Promotional flyer
Redesign: Promotional flyer
Redesign: Promotional flyer
