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Facade

Client Name

2035

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HOW CAN WE BRING ONLINE
GROCERY SHOPPING BENEFITS
TO IN-STORE EXPERIENCES?

Grocery App

Lead the UX design process

PROCESS

The development of the apps feature followed a structured approach that allowed for simultaneous tasks and adjustments as required. The project started with the idea of developing a tool to improve the overall experience of shopping inside physical stores. After conducting research and understanding the needs of clients, the project prioritized solving the main challenges to enhance the shopping experience, making it more convenient, efficient, and tailored to users' preferences.

RESEARCH

ETNOGRAPHIC FIELDWORK

To capture a holistic view, I scheduled 5 visits to the store on different days and at various times throughout the week with the aim of understanding the range of customer behaviors and preferences. During each visit, I spent time in different sections of the store, meticulously observing how customers interacted with items, read labels for product information, and made purchasing decisions. I paid close attention to any visible frustrations or confusion, recognizing that addressing these issues directly contributes to enhancing the overall shopping experience.

People meticulously choose fresh produce, examining each item, touching them. 

Some clients are interested in knowing the ingredients of products; they read labels meticulously and may even smell them.

Some clients depend on guidance from others to locate products or understand what a product is.

This is the space to introduce the Product section and showcase the types of products available. 

INTERVIEWS

I had the opportunity to interview seven individuals and empathize with their challenges when shopping for groceries. The individuals interviewed had diverse backgrounds: three follow special diets, two do not speak English, and two work as Uber grocery delivery drivers. Their challenges included deciphering labels to determine if products met their dietary requirements, learning about shopping for the first time, struggling to distinguish between products like milk and cream, and dealing with the pressures of fulfilling timely deliveries. Using this empathetic understanding of their challenges, I tailored interview questions to address their needs and refined the research process accordingly.

Display a keen eye when selecting products, prioritizing specific characteristics that align with their dietary preferences.

Relying heavily on visual cues such as packaging images, colors, and shapes to identify products.

Developing a systematic approach to traversing the store layout to optimize time and minimize backtracking.

Sticking to known brands or products that they trust to meet their dietary restrictions reduces the time spent scrutinizing new items but also means losing the chance to try new products.

Employing translation apps or devices to help understand labels and store signs.

Focusing on quick navigation through the store to minimize the time spent on each order.

Spending considerable time reading labels to ensure products meet dietary requirements, such as gluten-free, vegan, or low-sugar options.

Making mistakes in purchases, such as confusing similar-looking products like milk and cream, due to the inability to read labels.

Constantly racing against the clock to fulfill delivery orders on time, which can lead to stress and rushed decision-making.

SHOPPER BEHAVIOR

SHOPPING HABITS

SHOPPING CHALLENGES

KEY FINDINGS

PERSONAS

JOURNEY MAP

IDEATE

GOAL STATEMENT

Develop a tool that allows users to effortlessly pinpoint products with specific nutritional or ingredient characteristics as they navigate the store in real-time. This tool will benefit shoppers with dietary requirements, restrictions, or health issues by guiding them to products that meet their dietary preferences, ensuring a seamless shopping experience, and aiding them in making informed food choices that support their dietary objectives and enhance their well-being.

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Effectiveness will be evaluated by tracking user satisfaction ratings and the percentage of users who successfully find and purchase suitable products using the feature.

USER FLOW

WIREFRAMES

I started brainstorming with basic hand-drawn sketches to outline the structure and layout of the feature.

 

The key screens included:​

Showcases the main navigation and entry points to dietary settings and product search

Generate a shopping list

Request the app to provide a route to efficiently locate the products on their shopping list 

Enables users to enter and store their dietary restrictions

Features visual cues to help users spot products that meet their dietary requirements while navigating the store

Allows users to explore additional information about the recommended product if interested

Shows detailed product information such as ingredients, nutrition facts, and dietary compatibility.

Proceed to find the remaining items on their list

LOW-FI PROTOTYPE

I developed UI sketches, lo-fi wireframes, and a clickable prototype for validation testing. I conducted validation testing with 5 users and identified a few issues that need adjustment.

USABILITY TESTING

The app utilizes AR navigation, providing tailored product suggestions as the user navigates the store.

 

TASK -  Purchasing a chocolate bar:

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  1. Find the chocolate bar within the app.

  2. Add the chocolate bar to your shopping list.

  3. Lets use the AR feature to find the chocolate at the store

  4. Accept suggestions for "VEGAN" products provided by the app.

  5. 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

Obvious and Explanatory Interface

User Problems: ​

  • If the process of filling out account preferences is overly complicated or involves too many steps, users may find it cumbersome and prefer to avoid it altogether.

  • If users don't understand what a filter means, they will avoid it or complete the form incorrectly.

Approach:

  • Implemented clear and descriptive text labels for the main buttons to ensure ease of use and understanding for all users.

  • Emphasized simplicity in feature design, with a focus on making current functionalities straightforward for users. 

  • Users should be able to quickly understand how to navigate the app, find what they need, and complete their tasks efficiently.

  • The user interface should be intuitive, and design elements should be logically organized to minimize friction in the user experience.

Display: Opt-In Approach

User Problems: ​

  • If users are bombarded with too many recommendations, it can lead to decision fatigue, frustration, and ultimately a negative user experience.

Approach:

  • Effortlessly enable or disable the product suggestion feature

  • Product recommendations won't flood the user; they'll only pop up if the user decides to engage with them.

PROTOTYPE

You can see the major flows of the app in the following prototype video videoleap.

EXPECTED OUTCOME

Implementing a strategy to assist customers with specific dietary needs will enhance satisfaction by making it easier for them to find products that meet their requirements. This will result in more efficient shopping trips and ensure that customers' dietary preferences are consistently met.

REFLECTION

During the design process, I encountered a scenario where the app's initial version lacked some explanation, leading to confusion among the participants. However, I cultivated a base of satisfied participants by actively engaging with their feedback and implementing necessary feature enhancements swiftly. This approach increased their interest in using the feature and bolstered their commitment to improving their eating habits. As a result of this realization, I started advocating for involving grocery stores to educate people about their shopping habits and promote healthier choices. I found profound fulfillment in overseeing every aspect of the design process. I gained invaluable insights, such as understanding user behavior patterns and implementing user-centered design principles that profoundly influenced my UX design journey.

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