Inverting the supermarket

Every day, we’re talking about designing technology around the user, taking the user point of view and ruthlessly following his or her preferences and needs.

When we build apps or websites, the user-adoption is considered so important that we try to completely understand the users through personas and scenarios. Why then, when we go to a supermarket, is the milk still put in the back corner (and not upfront) making the ‘user’ cross the entire store to buy this most needed commodity? Is that for the benefit of the customer, or for the benefit of the store?

It’s common knowledge that this is done to generate business, to lure the customer deep into the store to make him or her buy more things. [...]


To read the whole post and interact, please visit the SogetiLabs blog: Inverting the supermarket