Mayor's Grocery Store

ilayda

Mayor's Grocery Store

Unleashing Radiant Brilliance in Abstract Realms

CLIENT

City of Atlanta

ROLE

UX Designer

YEAR

2024

LOCATION

Atlanta, US

Overview

Our SCADpro team partnered with the City of Atlanta and Savi Provisions as part of a broader, city-backed $8 million initiative to address food accessibility challenges in downtown Atlanta. Guided by systematic research and strategic design decisions—spanning in-store design, app-based ordering, loyalty programs, and curbside pickups—we aimed to revitalize this historic Olympia building and resolve local food access issues while driving social impact. Each channel was carefully integrated to create a cohesive omnichannel experience, ensuring seamless transitions and real-time data alignment.

Problem

Research

Designing a grocery store that truly serves its community requires a deep understanding of its residents. We walked neighborhoods, observed everyday life around the historic Olympia Building, and spoke directly with locals to learn about their routines, shopping habits, and challenges. These conversations, combined with insights from city officials and local businesses, allowed us to see the community clearly. Here is a breakdown of some of our methods. Through street interviews, detailed site assessments, and engagement with local stakeholders, we pinpointed the distinct needs and daily challenges of our target population.

Site Audits

We began by visiting local supermarkets to observe navigation and product discovery in real contexts.

What We Observed: Narrow aisles caused the “butt-brush effect,” discouraging seniors and busy professionals alike. Younger shoppers skipped entire sections due to poor wayfinding.

Key Takeaway: Customers needed clearer paths and signage from the moment they entered.

Stakeholder Interviews

Discussions with city officials, local businesses, and community advocates underscored the need for a store concept that also tackled homelessness and nurtured local vendors.

User Surveys & Personas

Target groups included, Industry experts, members of the community and GSU students

Natasha

Natasha is a GSU student, who is well-educated on her health, and values foods that leave her nourished and ready to take on the day. She prefers to make food at home for cost, and is open to exploring ready-made healthy meals around GSU campus.

Brands Frequented

"I try to cook at home as much as I can, but I occasionally get takeout if there are healthy options."

Shopping Habits

Service Blueprinting

Detailed user journeys (awareness to exit) revealed friction points like unclear pricing and crowded checkouts.

Accessibility Audits

Committed to an accessibility-first design inspired by user insights and city guidelines.

Gaps Identified: High shelves, low-contrast signage, and minimal maneuvering room.

Ideation & Brand Development

Two brand directions emerged:

FreshPointe (speed and minimalism)
Azalea’s Market (Southern warmth and local authenticity)

Two brand directions emerged:

FreshPointe (speed and minimalism)
Azalea’s Market (Southern warmth and local authenticity)

Stakeholder reviews and user feedback guided us to Azalea’s Market, reflecting Atlanta’s welcoming energy.

Design Solutions

Smarter Flow & Cart Design

We designed store concepts with wider aisles and direct routes to popular zones (like produce and grab-and-go). We also introduced a two-tiered, compact carts concept with hooks for reusable bags—perfect for frequent, smaller trips in a dense urban area.

Mobile Experience & Checkout Efficiency

To support on-the-go users and extend the in-store experience, we proposed a mobile platform that allowed customers to:

Order ahead for pickup or locker retrieval, minimizing time spent in-store

Scan product QR codes for sourcing details, nutrition facts, and recipe suggestions

Use scan-and-go checkout to scan items as they shop, track totals in real-time, and pay directly through their device—bypassing traditional checkout lines entirely

Access loyalty rewards and weekly promotions tailored to their purchase history

Engage with culinary programs, including in-store events and training sessions

A Note On Promotional Geofencing

Workforce Development & Local Sourcing

Modular Shelving & Local Product Spotlight

Designed flexible, height-adjustable shelving with clear visibility, walkable layouts, and dedicated zones for community-sourced produce.

Accessibility-First Store Layout

We proposed using high-contrast signage and having aisle widths of around 4–6 ft to accommodate carts without creating pinch points.

Color and Material Check

Muted tones near produce helped users linger, while vibrant accents in social zones drew curiosity. Signage was simplified after testers flagged visual clutter.

💡Warmer lights near bakery samples drew attention, while cool tones kept produce fresh-looking. A subtle citrus scent at the entrance made the space feel inviting.

Omnichannel Experience & Validation

Key Validation Insights:

01 Scan-and-Go

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

02 Digital Signage

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

Importance of Cross-Functional Collaboration
This omnichannel approach required close coordination among:

UX/CX Team: Consolidated user insights and ensured data/feature parity across channels

Branding & Advertising: Created a cohesive identity so customers recognized the store’s voice everywhere

Interior Design & Industrial Design Teams: Created digital and physical mockups of layout, aisles, shelving, and signage to match digital flows.

Real-World Outcomes

Presenting the Azalea’s Market concept to the Mayor and Savi’s founder won immediate support. The former Olympia Building is now under renovation, validating our omnichannel, customer and user centric approach—uniting user-centered design, brand storytelling, local partnerships, and robust technology—for a transformative grocery experience.