doors 6

I took this photograph somewhere in Austria.  Of course, it's more about the balcony than the door, but I imagine it would be an incredible experience to walk through that door onto that balcony.

doors 5

I photographed this door in Vienna, Austria.  Too bad there were cars parked in front.

doors 4

The Jewish Tabernacle in Prague, Czech Republic

Doors 3

Vienna, Austria

Analysis Assignment 2: Grocery Store

Analysis Assignment 2:  User Journey and Primary Element Study – Grocery Store

Ramona Randolph

Harry’s Farmers Market, Alpharetta : (A Whole Foods Store)

1180 Upper Hembree Road

Roswell, Georgia  30076

January 21, 2012

Beg:  8:35 am

End: 10:53 am

1.  Approach

            Left on Rucker, right on Harris, straight across Upper Hembree and…Behold…Harry’s Farmers Market appears.  The entrance leads you towards the right of the enormous parking lot.  There must be a gazillion parking spaces here.  The parking lot is pristine with dozens of light poles.  As I circle around to the left, I am greeted with a big sign showing me today’s special is Alaskan Salmon Sockeye Fillets for $7.99 a pound.  From here on in there is a series of earth-friendly, recycling opportunities and messages, like the Better World book donation container.  I get the idea that Harry’s is a proponent of “green”. 

2.  Arrival

            After I park my car I notice the numerous sites to deposit shopping carts.  This is a big beef I have with Publix.  They don’t have enough places to put your cart when you are done with it.  They do this because they are supposed to take your groceries out for you.  Instead they ask, “Would you like some help with your groceries?”  I’m not crippled.  I can take my own groceries.  I would like a place to put my cart, though.  Harry’s doesn’t skimp on this and I am instantly a fan.

            As I approach the entrance I see the carts lined up outside.  There are numerous opportunities to shop out here as well.  Right beside the carts is a stack of Enviro-logs.  The name says it all.   They are beside the carts because if you wanted a box of Enviro-logs you would want to put them in your cart before your produce or bread, etc.  Smart thinking, Harry.  At this point, I can also pick up a composter, a bird feeder and some seed to go in that feeder.  There is quite a variety of seed available.  

3.  Arrival 2

            I go through the automatic sliding door and I’m in a vestibule.  Again, I find numerous products that appeal to me and are arranged in a very pleasant manner.  I find that even though this area is lined with many objects, I have plenty of room to move around and don’t feel crowded when others pass me or stop to look at these items.  At this point I have the opportunity to recycle my old cell phone and take advantage of some daily sales as well as potted bulbs for Spring which are already blooming.  This area, though enclosed, is bright and cheerful with thoughts of a warmer future.

4.  Arrival 3

            I enter the next doorway, which is very large.  As I enter I see another item at a special price for today only.  This display leads me towards the right.  As I meander rightward, I see before me a most beautiful display of produce.  I can see all the way from one side of the produce area to the far side.  If I were looking for something specific, say apples, I could certainly see it from here and go straight to it.  If there were more shoppers here it would be more difficult, but still somewhat possible.  I go around the display and to the left because I need to announce myself and my project at customer service before I begin. 

5.  Waiting

            No waiting.

6.  Moving to Destination

            As I approach the Customer Service desk I am greeted by an employee with a smile.  I tell her why I am here and ask permission.  She welcomes me and offers to assist me with any questions.  It is very important to have someone working in Customer Service who is considerate and knowledgeable.  She offers me a spot to sit and write for a few minutes.  This seat is between her area and a place where employees come for coffee.  She greets all the other employees warmly as they pass her and they are all happy as they get their coffee.

7.   Arrival to activity destination

            This is amazing.  I move through the produce section as if my movements have been choreographed.  There are tons of perfectly stacked produce and plenty of space to move around and see it all.  My path winds around so that I have the opportunity to see everything.  Every display has a handwritten sign, which is clear and easy to see.  There are plenty of employees wearing Harry’s aprons.  If I had a question I could have an answer immediately, but I can see plainly almost any information I want to know. 

8.  Target Activities

            I take pictures of the produce as I am walking through to the nut section.  Yes.  They have an entire section for nuts.  That’s when it hits me:  the smell of the bakery.  I turn in the direction of the smell and see the great big sign, “Bakery”.  There is loaf after loaf of fresh baked bread.  The path leads me to the bakery case.  I see some of the most beautifully decorated deserts I have ever seen.  My mouth is watering as I look at a mound of sliced strawberries drizzled with chocolate.  It is here that I notice the “bins” in which some items are displayed.  The bins are in almost every section of the store.  The bakery has a bin where you can pick up a decorated cake for a birthday.  It is boxed and ready to purchase.  This bin keeps me from having to stand in line at the bakery.  The cakes are easy to reach and easy to see.  Smart thinking, Harry.

9.  Side steps

            As I follow the path away from the bakery, I can see the length of the store.  I am at the back right corner.  I can see all the way down to Seafood and everything in between.  There is a big sign hanging from the ceiling that says, “Great Wines $5.99 and under”.   That is very competitive.  Harry’s has definitely changed their perspective.  They are really trying to keep their business during these difficult financial times.  I appreciate that.  As I went a little further I saw another sign which proves this.  They have a wine for $2.79 a bottle.  They are competing with Trader Joes here.  Smart thinking, Harry. 

            I decided to sit down and right a minute.  I found the perfect spot at “Salud!” where Harry’s provides a cooking school experience with their chefs.  Salud! Also doubles as a café.  It is here that I am approached by the  Store Team Leader, Matar Diouf.  He welcomed me and gave me his card.  What a nice guy! 

10.  Departing Destination

I grab some 365 pasta sauce and a bottle of  $2.79 wine and head for the checkout line.  The gentlemen who checked me out were courteous and friendly.  The entire store was spotless and shiny-clean. 

11.  Moving Toward Exit

There are three entrance/exits and I choose the nearest one.  This door leads right out to the sidewalk and parking lot.  It is also very clean on the sidewalks surrounding the store. 

12.  Final Departure

            The drive in and out of Harry’s is a kind of circle.  You enter on one side and exit on the other.  These folks are ready for a crowd.  As I reach the top of the exit road I am in front of a traffic light.  Yes.  Harry’s has their own traffic light. 

            Overall, this was a terrific grocery store experience. 

           

doors 2

This is another door I photographed while in Prague, Czech Republic.  I think the entrance to anything is of great importance.