Undestanding Online Grocery Shopping

Team Members:

Saba, Somayeh, Jenn, Shafeeza, Liz

Overall Process

As a team of 5 students, we primarily focused on researching the Empty Nesters as our target group. During semi-structured in-person interviews, we closely observed existing and potential future customers as they tried to place, modify and cancel an order using our client’s application on their smartphones. These observations helped us develop a greater empathy with customers by witnessing their pain points. We also identified areas of improvement as they navigated through the app and completed the assigned tasks.

Early Observations

Each of us conducted a self observation on ourselves and recorded our feelings when shopping for grocery. This self assessment, helped us to build empathy and relate to what we need to look for in an actual user.

A participant observation was also carried out in order to understand a number of user activities and find opportunities in providing delightful and satisfying experiences. Both processes helped me and my team to understand the current experiences and behaviors of users as they are completing the grocery shopping process.

Both the above mentioned were pure observations and no interview was conducted at this stage.

Data Visualization & Analysis Tools

  • User Journey Map to understand customers' experiences throughout the full cycle of interactions
  • Affinity Diagram for visualization of common patterns, relationships and themes observed
Customer Journey Map

Methods & Activities

Early observations of grocery shopping allowed our research team to empathize with actual grocery shoppers. We then created an imaginary typical user persona in order to increase empathy towards our users.

As the next step, we conducted semi-structured interviews, which eventually lead us to our research goals. We found users’ attitudes, motivations and beliefs towards mobile phone grocery shopping.

The only limitation was analyzing this with only a qualitative sample size of two users. This was due to various difficulties of recruiting users with exact specs of our persona. However, when we aggregated all class data together, we got a clearer picture of the study’s findings. User scenarios of mobile tasks, Affinity Diagramming and Value Proposition Canvas were some of the methods we used to discover and visualize common patterns. They also helped us mapping out convergence of user goals with business goals.

Wireframes of User's Flow

Final Steps & Prototype

As our next step, we started sketching to quickly communicate design ideas and get feedback. Based on the sketches we made wireframes to lay out content and functionality.

Additionally, by taking this step, we established the basic structure of different pages before adding the visual design.

The final stage was producing an interactive prototype to showcase our solutions in action to get the closest experience as possible to the actual experience.

Link to Prototype