Mobile Grocery Application
Role & Duration: UX/UI Designer; 6 Weeks
Tools Used: Adobe XD, Invision, Adobe Illustrator, Adobe Photoshop
The Brief: Winkel is a start-up that wants to improve the way people shop for groceries online. They want to create a mobile-first experience that allows a person to buy what they need on the go. In order to determine users' needs and goals a user-centered design approach should be applied to make the best experience possible based on qualitative and quantitative research findings.
Domain Research: Competitive Analysis of Primenow/Wholefoods (Amazon); Walmart Grocery Shopping (Walmart); Shipt (Target); Uber (UberEats); Grubhub; Doordash
⅔ Respondents
Budget was highest priority
Have dietary restrictions
Want organic and fresh quality
Are Grad Students
Shop with a list
Utilize barcodes
Shop Whole Foods & TraderJoes
Shop in bulk
Make more trips for less items
100% Respondents
Shop on their regular route
Informed shoppers
Care about store layout
Amazon Prime users
Possess Degrees
Use Smartphones
Prepare make-ahead lunches
Cook dinner
Purchase repeat items (staples)
Problem Statement & 6-8-5 Sketches
Problem Statement: The healthy millennial shopper wants a convenient service where they can shop for and track their organic groceries (perishable and non-perishable items) so they stay informed and have more control over their future orders to best suit their lifestyle.
User Goals: The goal of the user is to seamlessly purchase and track their grocery orders without disrupting their lifestyle goals (budget, diet, and time).
User goal: to login, onboarding-walk through and edit a budget.
New user mindset: to check out the content and UI before investing time in completing the registration and making a purchase.
Paper Protoype
Application Map
Testing out initial features: Login, Budget, Diet, Reorder, Shop and Create New list. Purchase flows for Reorder, Shop and New List are incomplete because my hypothesis is that the user is still in the browsing stage of the marketing funnel and hasn't been convinced yet to make a purchase: triggering payment and registering their account for checkout, pickup or delivery. Final development stage would include onboarding to highlight main features , filtered search and checkout flow. Onboarding is still pending and would be in included in the initial sign-up sequence.
Prototype Iteration
User Flows
Style Exploration: Mood boards & Style Tiles
Hi-Fidelity Mockup Screens
Hi-Fi Prototype
Findings
Male subjects struggled with thinking about making grocery lists (both subjects said their wives make lists for them)
Female subject had no issue making a grocery list All subjects struggled to learning what was an wasn’t functioning
Future Changes
Better indicate non-functioning areas (possible more greyed out) so user didn’t think they were doing something wrong Known issue Invision hotspots not displaying correctly