A Lesson From Trader Joe’s in Creatively Addressing “Unsolvable” Problems
One sweet gesture replaced angst with delight.
I was at Trader Joe’s after work…along with the rest of Brooklyn. A blizzard warning had spooked us all into stocking up on milk, bread, eggs, and other essentials. The line snaked through the whole store, but I was low on just about everything, so I steeled myself for a long wait after a long day, kicking myself for not shopping earlier in the week.
The store was prepared for a crowd, but this was an avalanche. After twenty minutes, I was about halfway through the line. I calculated when I might arrive home based on the line and the messy commute that would follow. I looked up from my brooding to a surprising sight: a Trader Joe’s Crew Member with a bucket of lollipops, walking the line, offering the candy to kids and adults alike.
I felt a ripple of joy as I snagged a yellow lollipop. The employees were already working hard to keep the line moving, and this additional gesture made me feel seen. To me it said, “We know waiting is unpleasant — here’s a token to make it slightly less so.”
My angst dissolved as I savored the lemony tang. Eventually, I got through the line and made it home with my groceries before the first snowflake hit the asphalt.
I was surprised and grateful to have an employee offer up a bucket of rainbow-colored candy for me to choose from. (Background photo of store from Nathalia Rosa on Pexels; comic made in Figma).
The lollipop moment happened three years ago, but it stayed with me because it was such a genius example of problem solving. Even though the store was well-staffed and efficient, customers were in for a long wait due to the circumstances. Waiting is rarely a wonderful experience, especially after a day of work and the threat of a menacing forecast.
While the larger issue of the lengthy wait time could not be resolved, this didn’t stop employees from responding to customer needs. Passing out lollipops provided a burst of warmth, a break from the mundane trudge. Most importantly, it was a way for the store to show customers that they noticed us and cared about us.
As a designer, I can’t solve every problem the user experiences. Whether I’m thwarted by resources, logistics, or forces beyond my control, there are obstacles that cannot be cleared. Instead of despairing in these moments, I harness Trader Joe’s resourcefulness, and consider: What can we provide, given the circumstances? How can we show users they are cared for?