Gourmet On The Go!
ABC Grocery is a leading regional supermarket that provides innovative and personal in-store experiences, fresh meals, and premium products. They have an established network of brick and mortar grocery stores conveniently located to service their client base, which exceeds 30% market share in the region.
The UX Squad’s members were Kellyn Cabeza, Jonathan Stio, Angel Perez, and myself. We each contributed to all steps of the UX and UI process to solve ABC Grocery’s business problem by creating an iPhone app for busy, tech-savvy millennials in a 2 week design sprint period.
To complete the UX process, we used an incredible amount of post it notes, too many Sharpies, and a plethora of white boards (at one point we mixed up the dry erase markers with Sharpies but we won’t get into that...)
Throughout the design process, we used:
Marvel to create working low fidelity prototypes
Sketch to design mid fidelity and hi fidelity screens
InVision to create usable mid fidelity and high fidelity prototypes with transitions
Flinto to create microinteractions and animations
RealTimeBoard to digitize our UX documents
Essential UX companions: Lean UX Canvas, Lean Survey Canvas, Affinity Map, Market Positioning chart, Competitive & Features Analysis, SWOT Analysis, User Persona, Empathy Map, Storyboard, User Journey, MOSCOW Prioritization, User Flow, Site Map, Card Sorting, Brainstorming & Ideation techniques for concept sketching such as Crazy 8's and Round Robin, Visual Analysis, Color Wheels, Moodboard, Style Tile, Atomic Design, and Style Guide
Although ABC Grocery has a long history of success with their stores, they have not modernized their shopping experience to digital platforms. ABC needs to scale their business to e-commerce platforms to efficiently compete with companies like Amazon and Walmart while continuing to offer value to their customers, as well as provide a premium digital experience and neighborhood shopping environment that sets them apart from other online grocery chains on the market.
Project Scope and Feature Requirements
To meet their goals, ABC Grocery plans to have a responsive website, native iOS app, and a native Android app. For the purpose of this project, ABC allowed the design team to choose which platform to start with. Based on our research, we chose to create a native iOS app.
As far as features, there were some must have requirements, including:
Users must be able to search for items according to how they are used to shopping at a grocery store
Users must know about prices, promotions, and other important item information
Users must be able to add items to a shopping cart and checkout
One distinguishing feature that relates to the in-store offerings/experience
We did initial research on grocery companies that are already in the online space to help us position ABC Grocery in the digital market. We looked at apps and services like Amazon Fresh, Walmart, Uber Eats, Blue Apron, Thrive Market, Postmates, Instacart, and Envoy. Our goal was to reposition ABC Grocery from a being a traditional yet luxury grocery store, to being an innovative and luxury grocery app.
Through the competitive and features analysis, we boiled down our main competitors to Amazon Fresh, Walmart, and Instacart. We analyzed specific features like promotions and sales, incentives and rewards, product categories, order tracking, nutritional value, and same day delivery to help us find the gaps in the market which we identified as after-hours delivery, pre-cooked meal plan delivery, live chat assistance, and auto delivery.
We created a lean UX canvas to clearly understand the business, identify the problem and users, create hypotheses, and start thinking of solutions through analyzing and synthesizing the information we had about ABC Grocery. We couldn't choose a solution yet until the research was analyzed, but we hypothesized that ABC grocery would be able to compete in the e-commerce space with the ABC Fresh online grocery app that is focused on fresh meal delivery.
At this point, we understood the business and target users, and had to pinpoint how we would know if the ABC Fresh app would be successful. Business metrics were identified, including increased customer acquisition, increased customer retention, and increased sales for fresh meals.
To help us come up with survey and interview questions, we put a lean survey canvas together to understand what we really needed to learn from our target group. This included screener questions about our demographic, current user habits, motivations, goals, and frustrations.
We analyzed data from 75-100 surveys that were provided to us, plus surveys we conducted guerrilla style, and some of the key quantitative takeaways included:
35% want to be able to feel the produce
35% liked the option to choose a meal plan by diet
70% buy things online
60% would rather use an app than go to a store
Through provided interviews and guerilla style interviewing, our team analyzed 9 interviews and some of the insights included:
“I shop online to save time”
“I value quality products”
“I like to eat out just because”
“I wait to do my grocery shopping because I’m a procrastinator”
Research Analysis + Insights
Once we gathered all of the information and research, we organized and analyzed it thematically using an affinity map. Some key insights on what the users found most valuable:
The ability to plan orders in advance or on holidays
Meal plan or seasonal item subscriptions
Delivery tracking with live chat
Review and rating systems
Easily accessible nutritional information
Finishing the research analysis allowed us to revise our how might we statements because the problem started becoming more clear:
How might we provide value to ABC Grocery customers through the ABC Fresh app?
The qualitative and quantitative research helped us identify a target audience and create a target user for the ABC Fresh app.
Our main persona is Jittery Jenny. She is a single, 28 year old project manager and part time student living in Miami, FL. She is a hardworking, goal-oriented, and educated female. She usually goes grocery shopping twice a month after work or on nights when she does not have school. Her workload is increasing because she is trying to get a promotion at work. She is worried that her healthy eating habits may change due to her schedule getting busier. Her frustrations included not having the time to dedicate to traditional grocery shopping or meal prep because she is a multitasking millennial. She is also in demanding management positions and stressed because she is trying to be promoted at work. Her main goals are to save time, have flexibility, and save money.
Based on our user persona, we created an empathy map that aided in understanding Jenny's current thoughts and actions: what she sees, hears, thinks, says, does. and feels. The empathy map is below:
We then drew out a storyboard which helped us create Jenny's user journey. The steps are written out below the photo:
Jenny just finished a long day at work and was preparing for school.
She forgot that her parents were coming to visit and had no food at home.
She asked her classmates to recommend a good grocery delivery app.
Jenny downloaded ABC Fresh and placed her order to be delivered to her door just as she arrived home from school late at night.
Everyone was full and happy!