We’ve recently launched ‘How do I’ – a service that helps colleagues in Co-op Food stores find out how to complete store tasks and procedures in the right way. We built it based on months of research with our Food store colleagues.
Here are 5 things we learnt that challenged our assumptions and helped us create a service that’s based on the needs of the people who use it:
1.The most frequent tasks aren’t the most searched for
In web design it usually makes sense to prioritise the most common tasks – those which affect the most people, most often. So, for food stores you could assume that might be putting a card payment through the till or putting stock out correctly – the tasks which have to be done frequently.
But we found that the majority of our colleagues had become so familiar with these tasks that they didn’t need to check the detail. It was, of course, the infrequent tasks that our users needed to check – the tasks they only have to do occasionally and need to check the detail of what’s involved.
So, we created a service that prioritised the things we knew colleagues needed to check.
2.People don’t want to rely on those around them for their development
We saw that most colleagues were confident asking for help and were used to learning by being shown. We assumed that this was the best way for colleagues to learn.
However, we found that this takes at least 2 people’s time, colleagues often felt like they were pestering the other person and it’s not always the best way of relaying information – people were sometimes passing on bad habits.
We found that it can be especially frustrating if you’re relying on a manager for information, for instance if you’re trying to learn new procedures to get a promotion. Managers are often busy with other tasks and responsibilities:
I’m going to the manager all the time – that’s why it’s taking me so long. It’d be quicker if I could have gone somewhere to look myself.
– Customer team member training to become a team leader
So we built a service that allows colleagues to be self-sufficient and responsible for their own development.
3.Managers are users too
We assumed that the audience who would benefit most from a service like this would be customer team members (rather than managers). They were our largest audience and those who were often newest to Co-op.
But, we learnt that those who were new into a management role also felt especially vulnerable. As their responsibility increased, so did the assumption from their colleagues that they immediately knew everything:
Going from customer team member to team leader is a massive jump. It can be quite daunting and hard to get to grip with everything that has to be done.
– New team leader
So we made a service that could help give new managers confidence at the time they need it most.
4.People with specialisms can feel disempowered
In some of the larger stores, colleagues tended to have responsibility for their own area, for example, the cash office, newspaper and magazines or the tills. They were experts in their areas and knew the processes inside out. We assumed these colleagues would have little need to use the service.
But, we learnt that their specialism often meant that they were:
- nervous covering shifts in different parts of the store
- unable to cover certain shifts
- lacked confidence applying for overtime opportunities in different stores
If I went to a smaller store I wouldn’t know what to do. I feel disadvantaged because I don’t know how to do things.
– Customer team member in a large store
So we created a service where colleagues can access any information they want, from computers in any store, and get the knowledge they need to go for other opportunities.
5.Putting information on a website isn’t always the answer
Co-op has a lot of health and safety policies and procedures. A lot. Many people thought that the ‘How do I’ website would be the best place to put all that information. But, just because something is a procedure for Co-op Food store staff, doesn’t mean the website’s the right place to put that content, especially if we want colleagues to pay attention to it.
For information to be useful, it needs to be available at the point it’s needed.
For example, amongst the health and safety procedures are things like how to wash your hands properly after preparing food. We learnt that people would be more receptive to the information if it was a poster positioned near the sink. It wasn’t effective it to put information like that on a website – people’s hands were dirty and they rarely had a computer nearby (if they did, it didn’t cross their mind to check it in that situation).
So, we made a service that’s based on an understanding of the what the user’s doing and where they are at that point of completing a task.
Don’t assume. Learn.
When creating ‘How do I’ we:
- were open-minded
- tested our assumptions
- made mistakes
- were proven wrong
By understanding who our users are and what they need, we’re able to build a service that can help them, rather than a service based on reckons, assumptions and guesses.
And it doing so we were able to focus on the things that were important – our users.
Do you want to work with us to design content that puts users first? We’re hiring content designers.