Envision a new way of grocery shopping that matches the consumer’s needs.


It soon became clear that one customer journey doesn’t fit all. We identified 4 stereotypical behavior types, established one overarching journey and specified for each stereotype the needs that could be fulfilled by a mobile app.

Setting the groundwork

Our order of business was getting to know and comfortable with the subject. What was already known and about which topics were people still in the dark? Because researching the same thing twice is obviously a waste of time and frankly a bit stupid. So we set up a workshop where we invited the important stakeholders to let us pick their brains.

This allowed us to set a framework for the project and narrow down the scope. A clearly defined context for the research was the result.

Holding a smartphone with the Albert Heijn app

Getting to know people’s grocery shopping behavior

To create a new customer journey for the grocery shopper we needed to immerse ourselves in their habits and routines. We did this through a diary study. Participants shared all their experiences with us that related to how they did their groceries: from receiving promotional e‑mails to grocery-list-forgetting-husbands.

The deep dive after, which consisted of in-depth interviews, provided us with the why’ behind the behavior shown in the habits and routines.

Reaping the benefits of the results

These insights showed us that there is not one customer journey that fits all the different behaviors people displayed. So we identified 4 stereotypical behavior types for which we discovered specific needs during the grocery shopping process. After which we established one overarching journey that we specified for each of these four stereotypes.

The needs following from these journeys were clustered afterwards into need that could be fulfilled with a mobile application. While these clusters provide fuel for ideation and brainstorm sessions, the specified customer journeys now serve as a dynamic’ framework that we use to provide the designers with empathy with the people they’re designing for. The overarching journey is used to define how the (online) brand of Albert Heijn will be present in her customer’s lives.

In other words, the result of this research helps Albert Heijn to understand their real customers as well as it provides them with ways to take meaningful position in their customer’s lives.

Website screenshot of Albert Heijn dot nl
  • Stijn Nieuwendijk
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