ALESSANDRO MOTTA
New solutions
for
online groceries.
ROLE
Product Designer
UX Designer
Timeline
Skills
February - June 2024
Interaction Design
Visual Design
Design Systems
User Research
Tools
Figma
PROJECT OVERVIEW
The Project took place in half semester as a midterm project for UI Design class at Touro University.
My Shopper started as an idea that came from the negative feedbacks section of a popular grocery delivery service I encountered while doing some User Research.
01
The root of the problem
The most recurring pain points when it comes to order groceries online are:
POOR DELIVERY QUALITY 🛵
Among the main issues occurred in the user flow we find the quality of the delivery. Late deliveries, groceries left outside for hours and communication issues with the rider.
Transparency 🤝
Another common issue among users was the cost. A lot of fees are hidden until you get to the checkout, making users feel “forced” to complete the purchase after the time invested in the shopping process.
POOR QUALITY OF FRESH PRODUCTS 🍎
Very common is also the dissatisfaction for how the rider randomly chooses the produce without caring about the conditions of it. A lot of customers complain about moldy and almost rotting produce delivered.
02
THE TOOLS
How did I collect the data used in this project?
1/ THE REQUIRED DATA
Even if the project was running on a tight schedule, I still needed both qualitative & quantitative data to create a design proposal.
2/ SURVEY
The main tool used for conducting a deeper research about user satisfaction was a survey, that collected enough insights to proceed.
THE METHODOLOGY
The survey was divided in 3 sections in order to evaluate 3 different metrics: User Behavior, User Values, User Needs.
1/ User Behavior
First, I wanted to evaluate what are the most popular competitors and how users take advantage of them:
The Results
About 50% of the respondents order groceries online only once in a while and only 31.8% place an order weekly.
The most used delivery service among the respondents was Uber Eats, with a prominent 59.1% of the total audience.
2/ User Values
Then, I decided to highlight the reasons and values behind users who order groceries online:
The Results
When asked what is the most important factor on choosing a delivery app, Quality of products and Price had a tie with an equal 26.9% of responses.
To confirm the results, I decided to ask the respondants to provide also their second most important factor.
Fast delivery had a a prominent 47.8% of responses with a tie of 21.7% for Accuracy of items delivered and Quality of products.
3/ User Needs and Issues
Finally, to get some qualitative insights, I asked my users: What is wrong with your current delivery service? What let you down?
The Results
The majority of the audience affirms that 3 times out of 5 some kind of issues occurs when ordering groceries.
Furthermore I gathered some qualitative data and the most redundant response was about the quality of produce and item selection, confirming the previous findings gathered analyzing bad reviews of competitors.
SO,
what is research telling us about the current Grocery delivery landscape?
03
The problem & solution
Users mainly have 2 issues:
LACK of TRUST,
Here's where
Comes to the rescue.
The feature that has a pivotal role in making My Shopper unique is the possibility to access a high profile shoppers network.
My Shopper is a new grocery delivery app that aims to boost customer satisfaction and provide a high-quality service to users.
04
Who is it for?
Based on the ethnographic data collected during the research process, I developed two distinct User Personas that played a crucial role in shaping the design moving forward.
1/ THE BUSY PARENT
The main challenge for this type of user is balancing a full-time career with the demands of raising two young children. At a young age, it’s crucial for children to eat clean, and home-cooked meals are generally considered the best option for their well-being.
2/ THE YOUNG ENTREPRENEUR
This type of user generally doesn’t have enough time to shop for groceries or often find themselves craving for a dish they can't cook because their fridge is empty.
Identifying Scenarios
PRODUCT USE CASES
Next, I brainstormed different types of use cases that could best serve our target user. This distinction will help us understand what kinds of features we need to design for.
MEAL PREPPING 🏹
Provide tools to enhance the possibility for the user to prep meals in advance and plan their diet
RELIABLE DELIVERY SERVICE 🔒
Keep users coming back to using expressive features, and help them feel confident using them
TIME SAVING ORDERING EXPERIENCE ⏱️
Interacts with the pairing food experiences while reducing steps without adding friction
05
How does it work?
What are the Key Features of the app?
1/ SELECTED SHOPPER SYSTEM
Having a reliable shopper was among the priorities encountered during the user research. Customers need someone who is worth of trust.
2/ FAST REODER
In order to make usability the core of My Shopper, the Fast Reorder feature allows users to track their spending habit and save mental fatigue in the ordering process.
3/ SCHEDULE DELIVERIES
The main pain point of both our User Personas is the lack of time, hence the need for an efficient tool to plan ahead future grocery shopping and meal prepping.
UI Ideation
HYPOTHESIZING THE DESIGNS
Keeping those 3 key features in consideration, the next step was prototyping and exploring an initial flow for each of the categories mentioned above.
1/ SELECTED SHOPPER SYSTEM
The first feature to implement into My Shopper is a more structured Personal shopper system. The goal with this feature is to mainly address the problems related to a poor delivery experience.
Key points
BUILDING CUSTOMER
LOYALTY 🔗
Over time, users can build a relationship with a trusted shopper who understands their preferences and shopping habits. This can lead to more reliable and satisfactory deliveries, reducing errors and improving customer satisfaction.
HIGHER QUALITY
OF THE DELIVERY SERVICE 🛎️
Shoppers need to be evaluated in order to make sure the standards of My Shopper are met. This will ensure the shoppers are going to be reliable individuals who can meet each user's need.
TIME-SAVING
FOR USERS ⏱️
A personal shopper who understands a user's preferences can make quicker decisions and find products faster, reducing the time spent communicating or correcting orders, leading to a more efficient and stress-free experience for busy users.
2/ FAST REORDER
The second most important feature is save and store all the previous orders placed and be able to reorder the same items.
Key points
EASY AND TIME-SAVING ORDERING EXPERIENCE 😌
Users can reorder quickly without having to browse through items again, saving time, especially for repeat purchases.
TRACKING SPENDING BEHAVIOR 📊
It allows users to monitor and track their past orders and spending patterns, helping them manage budgets and keep financial control.
REDUCED DECISION FATIGUE 🧠
Regular users can avoid making repetitive decisions by reordering, offering a more streamlined and stress-free shopping experience.
3/ SCHEDULE DELIVERY
Finally it's about being able to schedule ahead your deliveries.
Key points
BETTER BUDGET
CONTROL 💸
Planning ahead lets users create a grocery list within a set budget, helping to avoid unexpected costs and stick to financial goals.
IMPROVED MEAL PLANNING ✍️
By planning grocery purchases in advance, users can make more balanced, intentional food choices, leading to healthier eating habits throughout the week.
FLEXIBILITY FOR SPECIAL OCCASIONS 🎊
Users can coordinate their grocery needs around events, holidays, or dietary goals, making it easy to prepare for special meals without last-minute shopping stress.
05
EXECUTION
After further testing, this was the design I achieved keeping in mind the main needs of our target personas:
An app designed to save them time and maximize their shopping experience.
Simple.
personalized.
Effective.
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