Grocery shopping is an integral part of daily life for many families, with frequent visits each week. However, grocery stores have been slow to incorporate new technologies, relying on outdated layouts that force customers to walk through the entire store to find what they need. This “racetrack” design can be profitable but often confuses and frustrates shoppers. This highlights the need for a more embodied shopping experience - one that better aligns with the physical, spatial, and emotional needs of customers. The goal is to understand what modern grocery shoppers need and create a better shopping experience that helps them feel more positive and empowered, balancing customer convenience with sales strategies and using technology to improve interactions in the store without moving products around too much.
Problem Statement: World Food Market
Klaviyo AI-augmented email marketing
Hand Drawing
Observation/Contextual Inquiry
Embodiedment
Skills & Tools
UX Designer
UX Researcher
Role
Arathi Pallath
Callista Faustine
Manasi Ghutukade
Sarvani Polisetty
Team members
Our definition of Empowerment means giving employees the tools, trust, and support they need to take charge of their work, make a real impact, and feel appreciated and motivated in the organization.
Definition
Our target audience includes email marketers working in small businesses who frequently send multiple campaigns to diverse segments of their audience.
Target Group
Currently, Klaviyo's AI tool is still in beta. It offers a basic template suggestion for a given topic, but it lacks the ability to tailor the content to specific audiences or brands. While the AI-generated template can be a useful starting point for beginners, it may not be sufficient for businesses aiming to maximize conversions. The language used is not optimized for a specific audience or it doesn’t give customers a sense of urgency.
Our research goal on Reddit is to understand how AI is a valuable tool for marketers, but it's not a substitute for human ingenuity. This will help us understand marketer’s thoughts on how AI can be used to enhance marketing efforts without compromising creativity or strategic thinking.
Research and Discovery
Our secondary research has led us to identify key areas where we can assist marketers with their email campaigns, which is the content creation/template. However, we realized the crucial role of human creativity in content creation during our critique, thus abandoning these ideas. We also realized that there’s not much we can do during the analysis part since they can just export the analysis. We were going for social media trends but during our critique, it was mentioned that “are we just putting up content with more junk or is this really going to help the marketer?” for social media trends, thus abandoning that idea.
Opportunity points
Based on the interview conducted, we found out the challenges that she faced in her day-to-day work:
Quality lead generation
With higher AOV, it’s harder to find leads that can engage with the content and convert.
Seamless integration from Klaviyo to Canva
The integration with Canva into Klaviyo can be smoother as we would like to import just one or two pages instead of the whole folder.
Manual extraction of data analysis
It is time consuming to manually find the information they need from each campaign, each flow and manually deduct total revenue generated from test orders.
She expressed her opinion that AI can assist, but not replace, the role of a marketer. While AI can automate some tasks, human marketers are essential for developing creative strategies, analyzing data, and building strong brand relationships.
There are several ways in which she’s using AI to help assist her in creating the marketing campaign.
ChatGPT to assist in grammatical errors and optimized for subscriber readability.
Extending the background or editing elements into an image through photoshop or canva.
Interview Insight
I designed a user-friendly interface for creating customized email campaigns, enabling marketers to streamline their workflow while maintaining control over their content. The process begins with the "Create Campaign" button, where users can define the campaign name, duration, and targeted user segments—a mandatory step to ensure precise audience reach. Marketers can construct email structures using intuitive blocks and create multiple content variants for different segments within the same campaign. AI-powered tools are integrated to assist in content formatting, tailoring templates to segment-specific needs, with a clear disclaimer about potential biases to ensure transparency. The workflow culminates in a seamless publishing process, confirmed by a final screen. This design empowers marketers to efficiently deliver personalized campaigns while safeguarding their creative integrity.
Final Design Solution
Designed an AI-augmented email marketing tool that empowers marketers by:
Automating repetitive and time-consuming tasks, enabling them to focus on creative and strategic work that they enjoy.
Supporting routine decisions without compromising marketers autonomy, creativity, or job satisfaction.
Reducing workload on tedious tasks to enhance engagement with meaningful parts of their role.
What We Achieved
Contact me
I’m seeking a collaborative role on a team dedicated to using technology and design to improve lives.