Report on the Implementation Process of “Mi Mercado AMG”

On 23 June, during the second event of the Online Advisory Programme of the International Smart Cities Network (ISCN), the Institute forPlanning and Development Management of the Metropolitan Area of Guadalajara (IMEPLAN) together with partners from the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH shared new insights on the development and implementation of the digital online market solution “Mi Mercado AMG” in the Metropolitan Area of Guadalajara, Mexico.

In the first report in May, the participants learnt about the fundamental structure and phases of the implementation process of the digital solution as well as the different roles and teams involved. This time, the focus laid on tools of the first interrelated phases of the process: the user research and the user experience.

For the user research, the team drafted a citizen survey, which helps developers to identify their target groups and to better understand their needs and behavior. The survey addressed diverse citizens of the Metropolitan Area of Guadalajara and targeting their use of digital applications, online shopping behavior, motivation, etc. Afterwards, a canvas format was used to create the proto-personas. Based on the survey several canvases were generated based on types of motivation and positions in the use of online shops.

For the future design of the user experience, a benchmark mapping of existing digital market solutions was established in three stages: Selection, Analysis, Compilation of findings. The solutions analyzed were then divided into different categories, e.g. solutions focused on the delivery experience, consumption, market experience or social focus. The result of this mapping served as information for the first draft of a user journey, created by the programmers. Each of them describes the journey of a different user, such as the administrators, local market vendors, buyers and deliverers.

During the next Online Advisory Programme, there will be further updates on the implementation process in the Metropolitan Area of Guadalajara in Mexico. Stay tuned!