"Have you as parents or individuals with autism faced issues with shopping experiences?
My Role
User Research
Guide Creation
System Design
Social Innovation change
UX Strategy
Contextual Inquiry
Tools
Adobe XD
Adobe Illustrator
Adobe Photoshop
Google Workspace
Duration
4 Months
Overview
As part of my graduation project, I interned with Future Group, India for a period of 4 months. The philosophy of “Sabke Liye” meaning ‘for everyone’ is a mission based on a belief that shopping should be accessible to everyone. The brand believes it is part of a larger philosophy on inclusion and empowerment of people with disabilities. The joy of shopping is a feeling that everyone should experience - to navigate, bargain, talk, discover, and shop like any other shopper.
The brand wants to foster inclusiveness and is on a mission to make everyone shop irrespective of race, religion, income, age, or disability. The brand also wants to urge shoppers with disabilities to venture outside their comfort zone and experience the world giving them dignity, liberation, and confidence to handle daily tasks which will give them a sense of freedom to explore the world their way.
Design Brief
The project SABKE LIYE (meaning 'for everyone') aims at making a better store experience for all customers across and inclusion of all customers with all disabilities. A system and design-oriented approach were taken forward to tackle the working of the existing system and provide more innovative solutions to make the brand a one-stop destination for all customers. Big Bazaar is the first retail chain across the country to make its stores accessible for all and the first inclusive shopping destination for all customers.
Autism Spectrum
Autism spectrum disorder (ASD) is a neurological and developmental disorder that begins early in childhood and lasts throughout a person’s life. It affects how a person acts and interacts with others, communicates, and learns. It is called a “spectrum” disorder because people with ASD can have a range of symptoms. People with ASD have difficulty with social communication and interaction, restricted interests, and repetitive behaviours.
PROBLEMS FACED BY AUTISTIC KIDS IN SOCIAL SETTINGS
Tending not to look at or listen to people
Rarely sharing enjoyment of objects or activities by pointing or showing things to others.
Having facial expressions, movements, and gestures that do not match what is being said.
Having difficulties with the back and forth of conversation.
Making little or inconsistent eye contact
Often talking at length about a favorite subject without noticing that others are not interested or without giving others a chance to respond.
Failing to, or being slow to, respond to someone calling their name or to other verbal attempts to gain attention.
Having an unusual tone of voice that may sound sing-song or flat and robot-like.
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We, the ones who are challenged, need to be heard. To be seen not as a disability, but as a person who has and will continue to bloom.To be seen not only as a handicap but as a well intact human being.
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Customer Experience
At Big Bazaar, we are trying to make the customer shopping experience a valuable and memorable one and be inclusive to all. People with disabilities are a segment of customers who need these cherishable experiences. Some of the factors that are important are :
1. People with disabilities hardly shop alone taking into consideration the social and environmental factors. They are usually accompanied by a family member or a caretaker.
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2. They tend to make more informed choices because they spend more time choosing where to buy. 66% of disabled customers choose shopping in retail outlets where they have received good service.
3. Products with little or no complications in usage appeal to customers with disabilities. Most consumers with disabilities will prefer to purchase easy-to-open and use products.
4. When customers with disabilities get the service they need, they are loyal and have money to spend.
5. Customers with disabilities should be able to contact the business in a variety of ways such as by phone, textphone, or email.
Social Innovation Change: Quiet Hour
The idea behind quiet hour is for the customers and their families with autism spectrum, intellectual disabilities, and anyone who would require less sensory stimuli in retail stores.. Much planning and thought have been put into making this a seamless operation. Big Bazaar collaborated with various NGOs for support across the 16 stores for putting it together.
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Big Bazaar, piloted a first-of-its-kind concept in India on 1st April 2019, on the eve of World Autism Awareness Day - “Quiet hour”.
The idea behind quiet hour is for the customers and their families with autism spectrum, intellectual disabilities, and anyone who would require less sensory stimuli in retail stores.
Big Bazaar wants to radically raise awareness of Autism through Quiet Hour & facilitate Shopping for people who require a calm environment and foster an inclusive India.
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The launch of the Quiet Hour across 16 stores in India on 1st April gave very positive feedback. There was an additional sale of 8% during those 2 hours. Big Bazaar managed to do the toughest task of creating a magical experience of shopping for persons with intellectual disabilities (3000+families) by reducing sensory overload with optimized light, sound & trolley movement. This built a sense of deeper compassion and gratitude. Parents and kids regained their confidence and were shopping at the glaring eyes of people who view imperfections as unjust and transformed their hearts forever.After such an overwhelming and positive response, Big Bazaar decided to pilot the Quiet Hour permanently in 15 stores across India for 1 hour.
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