What if we analyze people's feelings about the current grocery shopping experience to introduce new possibilities in the industry? Andina is actively developing a technological tool to enhance the grocery shopping experience, aiming to surpass expectations. With a customer-centric approach, Andina is committed to establishing new standards in the grocery industry.
MY ROLE
UX Researcher, UX Designer
TOOLS
AXURE, BALSAMIQ, ILLUSTRATOR
TIMELINE
SEP - DIC 2020
OVERVIEW
THE DOUBLE DIAMOND DESIGN FRAMEWORK
DISCOVER
GATHERING INSIDES
ETNOGRAPHIC FIELDWORK
People meticulously choose fresh produce, examining each item, touching them.
Some individuals are interested in knowing the ingredients of products; they read labels meticulously and may even smell them.
Some individuals depend on guidance from others to locate products or understand what a product is.
INTERVIEWS - Empathy Map
PROBE KIT PROTOTYPE - Workshop
DEFINE
ANALYSIS AND SYNTHESIS
AFFINITY DIAGRAM
SHOPPER BEHAVIOR
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Display a keen eye when selecting fresh produce, prioritizing specific characteristics that align with their dietary preferences.
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Customers with particular dietary requirements invest significant effort in examining labels.
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Prioritize specific ingredients, showing a commitment to health-conscious choices.
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Make spontaneous purchases when encountering unplanned items, indicating adaptability.
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Even though customers enjoy using recipes, they may overlook specific store resources like scales.
SHOPPING HABITS
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Use digital or paper lists to ensure they remember essential items.
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Recommendations from family, friends, and influencers significantly influence shopping habits.
SHOPPING CHALLENGES
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Assistance from aisle workers when locating products.
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Experience frustration and discomfort when unable to locate specific items, suggesting room for improvement in communicating store inventory.
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Better aisle signs to facilitate informed buying choices.
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There is a need for more precise information in the deli section, particularly for new shoppers and non-English speakers.
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Concerns regarding online shopping quality, highlighting a need for improved experiences.
PERSONAS
USER STORY
"As someone transitioning to a vegan lifestyle who prioritizes efficient grocery shopping, I'm keen to find the healthiest vegan options at stores without spending too much time scrutinizing product ingredients."
JOURNEY MAP
PROBLEM STATEMENT
Anna, a novice vegan shopper, seeks a simple way to identify natural and healthy vegan food options. Despite her limited knowledge of nutrition, she prioritizes avoiding chemicals or unhealthy ingredients in her diet.
IDEATE
DESIGN RECOMMENDATIONS
BRAINSTORMING
GOAL STATEMENT
Create a tool that enables users to easily identify products with specific nutritional or ingredient characteristics while navigating the store in real-time. This will benefit shoppers with dietary requirements, restrictions, or health issues who prioritize avoiding certain chemicals or ingredients they cannot consume. By providing real-time product recommendations and personalized alerts, this solution will guide users to products that meet their dietary preferences, ensuring a seamless shopping experience and aiding users in making informed food choices that support their dietary objectives and enhance their well-being.
Effectiveness will be measured by tracking user satisfaction ratings and the percentage of users who successfully find and purchase suitable products using the feature.
COMPETITIVE AUDIT
GOAL: Implementing a strategy to assist customers with specific dietary needs.
DESCRIPTION
Offers a filtering feature for specifying dietary preferences directly when browsing products.
Provides the option to filter product searches by special diets, but finding the menu is challenging and the diet options are limited.
Requires creating a profile to activate filtering for special diets; difficult to find this option.
Serves as a mobile barcode scanner, providing detailed information about product nutritional content, ingredients, and potential health impacts.
APP
Easy to Find
Easy to use
Visually Appealing
Variety of Options
Good Explanation of Each Dietary Filter
OPPORTUNITY
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Enhanced In-Store Experience: Translate the existing interest among online users who utilize dietary preference filters to comprehend ingredients and strive for a healthier diet into a tangible, real-world shopping experience within physical stores.
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Elevated Customer Satisfaction: Empowering users to effortlessly discover products aligned with their dietary preferences cultivates higher levels of customer satisfaction.
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Promotion of Health and Well-being of customers by facilitating easier access to products tailored to their dietary needs. This fosters a healthier lifestyle and reinforces the brand's commitment to providing high-quality, health-conscious options for its customers.
STORYBOARD
USER FLOW
LOW-FIDELITY PROTOTYPE
My primary consideration in crafting the mid-fidelity wireframes was the heuristic evaluation. Every aspect I incorporated is purposeful, ensuring the user encounters a product with easy navigation.
WIREFRAMES
The app utilizes AR navigation, providing Anna with tailored product suggestions as she navigates the store.
Anna specifically enabled the feature to facilitate the discovery of vegan products.
TASK - Purchasing a chocolate bar:
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Find the chocolate bar product within the app.
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Add the chocolate bar to your shopping list.
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Lets use the AR feature to find the chocolate at the store
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Accept suggestions for "VEGAN" products provided by the app.
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Follow the instructions provided by the app to precisely locate the chocolate bar within the store.
PROTOTYPE
Usability Testing # 1
Usability Testing # 2
DESIGN RECOMMENDATIONS: MID-FIDELITY PROTOTYPE
This prototype has been meticulously designed to test unique functionalities, prioritizing functionality over aesthetics. Its primary goal is to gather feedback on the solution and improve and enrich the shopping experience for its users.
EXPECTED OUTCOME
Enhanced satisfaction in finding products with specific requirements, making the shopping trips more efficient and aligned with customers dietary preferences
REFLECTION
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This project gave me a special opportunity to focus on improving user experience, allowing for extensive prototyping and internal testing that deepened my understanding of UX design principles.
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Discovering usability issues felt like a thrilling treasure hunt, despite the fast-paced academic setting.
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I take pride in devising a solution to help people with dietary restrictions find personalized product suggestions to meet their nutritional needs.
Thank you for reading my case study!
Feel free to contact me!