Project: Grocery App UX Design
Location: Select U.S. Metropolitan Markets
My Role: Interaction Designer as part of Designlab Course
Duration: 4 weeks
Scope:
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User/Company Goals
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Competitive Assessment
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Product Requirements
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Card Sorting Exercise
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Sitemap/Information Architecture
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Wireframes
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User flow
The Challenge
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An urban grocer, faced with decreasing sales and a shrinking market share sought a web- and mobile-based application to meet the evolving shopping needs of their target users.
The Research
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I reviewed existing user personas and company challenge areas to chart goals—separate and shared.
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I performed a competitor assessment, thoroughly exploring 3 competing mobile apps in the grocery delivery space, noting onboarding requirements, user flow, overall aesthetics, key features and the experience challenges I faced as a user.
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Before creating a sitemap, I performed a card sorting exercise with 3 people in the target user base based on demographics [urban dwellers, under 40], and psychographics [frequent restaurant diners, time-pressed, less value-conscious and more convenience-driven, seeking to multi-task and order groceries for delivery while on the go]. This exercise showed me how consumers categorized/grouped site inventory items.
The Design
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Pairing insights from the card sorting exercise and competitor analysis, I created a sitemap to articulate the relationship of all content.
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With our user persona in mind, I answered detailed questions around the context of use to clarify how, when, where and why the app may be used so that our design could reflect all associated needs. I then drafted a user flow outlining the paths associated with task completion.
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Based on the user flow, I first created sketches, followed by wire frames for required pages. I then integrated the wireframes into a user flow based on the simple task of selecting, purchasing and paying for grocery items.
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Last, I highlighted design patterns relating to navigation and form usage to further explain interaction and UI approaches in the Good Market app.
The Outcomes
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As a design exercise, this allowed me to apply my strategy and research background to product development. It also inspired me to take a User Interface design class so that I can create higher-fidelity prototypes and articulate design vision with ease.