A multidisciplinary UX/UI designer
Musgrave, Centra Brand, Ireland
University project in partnership with Musgrave
Duration
3 months
Audit, Research, Reframe
Team
4 Designers
Client
Musgrave, Centra Brand, Ireland
Goal
Understanding how to improve market share in a dynamic, competitive environment using design thinking.
Overview
Centra is Ireland’s leading convenience retail group, with over 480 locally owned stores serving communities across the country. Known for its quality, value, and friendly service, Centra combines the best of both worlds: strong national retail infrastructure and deep local roots.
But traditional convenience models are under pressure. Evolving consumer expectations, from healthier options to sustainability, better value, and fast, flexible food-to-go, are reshaping the retail landscape. At the same time, competition from supermarkets, specialty shops, and aggregators continues to intensify.
The design challenge in this project was to explore how Centra might increase its market share in a dynamic and competitive environment using design thinking. Through research and analysis, the goal was to uncover actionable insights that could help Centra adapt to shifting consumer behaviors and remain a leader in the evolving convenience space.
Process
Step 1. Audit
The audit phase focused on building a strong understanding of Centra’s position within the Irish convenience retail landscape.
This stage involved analysing recent consumer trends, reviewing competitor strategies, and identifying emerging opportunities that aligned with the challenges set out in the project brief.
To inform this analysis, data was gathered from a range of sources including industry reports, consumer insights, and online reviews. This desk research provided a solid foundation for identifying gaps in the market and shaping the next stages of the design process.
Some of the audit highlights
Step 2. Research
To deeply understand customer behaviour and Centra’s role within rural communities, a mixed-method approach was used.
Photovoice allowed participants to document decision-making moments in their daily lives, helping to explore what drives consumer choices at a personal level.
Ethnographic observations were conducted in-store to capture real-time behaviors, sensory cues, and environmental factors that influence how customers navigate and interact with the space.
Insights from both methods informed a semi-structured interview process, focused on community perceptions, shopping habits, and the relationship, between Centra and its local ecosystem. A total of 12 participants, including shoppers, staff, and managers, were interviewed using a “Grand Tour” approach, revealing rich insights around loyalty, store perception, and Centra’s role in community life.
Step 3. Reframe
After collecting data through interviews, photovoice, and ethnographic observations, thematic analysis was used to identify key patterns and meaning across participant responses. Transcripts were coded line by line, uncovering recurring themes that helped reframe the initial design challenge with greater depth.
Key Themes Identified:
Brand Perception
How customers view Centra's value, product variety, and quality.
Loyalty
What customers expect from loyalty programs and how current solutions fall short.
Community Engagement
The role Centra plays in local life through staff interactions and sponsorships.
Delivery
Insights into stock and customer delivery experiences, and the opportunities in formalizing them.
Core Insights
Loyalty
Customers, especially those in rural or older demographics, showed strong interest in tangible, physical loyalty programs. Digital fatigue and a lack of awareness around current app-based options presented opportunities to design more inclusive, user-friendly loyalty solutions.
Brand Perception
Customer perception of Centra varies by location. Neighbourhood stores are seen as more personal and curated, while urban stores focus on speed and convenience. Aligning store strategy with local expectations can strengthen brand loyalty and drive market share.
Delivery
Many rural Centras offer informal but deeply appreciated delivery services, often run personally by store managers. However, access to these services is inconsistent and poorly communicated. Standardising and promoting local delivery could expand reach and strengthen community ties.
Conclusions
From early desk research to in-depth conversations with customers and store managers across rural Centra locations in Ireland, this project explored both the challenges and opportunities for growing Centra’s market share in a competitive and evolving retail landscape.
Following the Audit, Research, and Reframe stages of the ARRIVE model, three key insights emerged, Loyalty, Brand Perception, and Delivery. These insights revealed pain points within the experience of customers who already preferred Centra, highlighting untapped potential for improvement.
By acting on these insights and listening more closely to local community needs, Centra can not only strengthen relationships with loyal customers but also expand its reach in underserved areas, supporting long-term growth and deeper community connection across its retail network.