MICRO-WEGMANS SERVICE DESIGN
Wegmans has acquired a new commercial building at 234 E College Ave, State College, PA 16801. It is my job to research the prospective location and propose a practical service design for the space. My solution will balance customer experience with Wegman’s overarching business goals and brand image.
Thanks to Millersville’s Alumni network, I was connected with Justin Kunkel, an industry professional at Google (Youtube). I was provided with this challenge and feedback from Justin over 15 a course of weeks.
1. DISCOVER
I began by understanding the problem spaces:
Visited a local Wegmans grocery store to observe customer experience first-hand.
Visited local groceries to see what differentiates Wegmans from its competitors.
Reviewed Wegmans’ values and identity through its online presence.
Compiled demographic data about State College, PA to understand the average customer profile.
Gathered details about the physical constraints of the building to narrow down practical services.
HERES WHAT I LEARNED ABOUT…
WEGMANS
BRAND IDENTITY
The essence of Wegmans is variety and wellness.
SERVICES
Wegman’s storefronts are associated with having ample space and variety in products and services. The company is best known for its chain of large grocery stores across the East Coast of the United States.
STATE COLLEGE
THE CUSTOMERS
The majority of the customers at the new location would be residents of State College and Penn State University students. This customer base is predominantly white young adults and nearly evenly composed of male and female identities. Overall this cohort of consumers has proven to be highly conscientious about their purchases, translating to lower brand loyalty. Though, about a third of these consumers will prioritize convenience.
THE BUILDING
PHYSICAL CONSTRAINTS
This location is in the middle of downtown and directly across the street from Penn State University’s main campus. Most notably, the physical space is about 10% the size of a standard Wegmans location.
There are 2 floors which are connected by a commercial staircase and an elevator. Additionally, the second floor can view a portion of the main floor. Lastly, all of the buildings on State College Avenue are wheelchair accessible; however, there is no customer parking.
THE ECONOMY
The economy in this area is stable. Importantly, the downtown area is loaded with successful businesses. Fast food restaurants and micro-departmental stores are plentiful. Some amenity services target college students, such as gyms, barber shops, apartment buildings, and café lounges.
2. DEFINE
The service solution will need to be a micro-Wegmans experience that optimizes a multi-floor commercial space while prioritizing the wellness and convenience values of college students at Penn State University and competing with the local food service industry.
3. DEVELOP
With a thorough understanding of the problem environment and target audience in mind, in-depth research about local food services and user experiences are conducted in a productive manner.
USER INTERVIEWS
7 college students were interviewed about their grocery shopping experiences and Wegman’s brand position. Insights were drawn out using thematic analysis.
COMPETITIVE ANALYSIS
It was necessary to review and compare the existing services in State College, PA to expose potential competitive advantages for Wegmans in the local environment.
BUSINESS STRUCTURE
Understanding the existing supply chain and business goals for the company provides insights on how the new location may help the company to grow and adapt.
4. DELIVER
After weeks of research, I concluded that Wegman’s would be able to provide a positive service experience at 234 E College Ave, State College, PA 16801 by opening a new Burger Bar chain.
This webpage provides a concise overview of a large case study. If you seek a deeper review, download this PDF version or view my proposal in Figma as an interactive flow.
A continuation of the above research where I prototype a mobile service to compliment Wegman’s user needs.