INTRODUCTION
The goal of this project was to test the Grocery Gateway App on existing users and new homebuyers to gain their insights and experiences with online grocery shopping. The team interviewed participants giving them clear instructions and tasks while video and audio recording their usage of the current Mobile App. Users gave extensive feedback on the issues and struggles they were having with the tasks and gave several suggestions for improvements. So user experience is quite important when it comes to enhancing online grocery shopping for consumers. This finally led to the development of a prototype of the App from the team that was then presented to the Grocery Gateway client.
MOBILE UI
DATE: Fall 2017
PROJECT: Inclass Industry Partner
TEAM: Nasrullah, Shafeeza, Tejpal, Rajapaksha, Vamshi
https://www.grocerygateway.com/store/
SKILLS: Design Research & Wireframes
OPPORTUNITY / PROBLEM
The problem that was identified to begin this project was the fact that participants were having trouble with increasing product quantity and getting final pricings before adding their chosen item to the online shopping cart. The uncertainty and confusion from users is what would affect their usage of the actual Grocery Gateway App. So demonstrating how showing the updated price next to the chosen product when the quantity is either increased or decreased is crucial in improving the user’s experience.
EARLY USER OBSERVATION
The project started with the team interviewing chosen users from the client to gain their insights on the Grocery Gateway Mobile App. Half the team interviewed users who were current shoppers on the App while the other half interviewed those who were new homebuyers unfamiliar with the App. The methods used here included data gathering, data analysis, and ideation which all added in the completion of this project. This was a good starting point because it gave the group direct information from the users in order to make the necessary changes to enhance the experience of the App. Thus, early user observation is key when it comes to improving on user experience.
PERSONA DEVELOPMENT
The Persona determined by the client was “New Home Buyers”. The team approached this step by questioning the chosen user to find out what their background and personal behaviours were. Some challenges were getting the user to admit their personal behaviours and knowing whether or not their answers were true. Development of the Persona has given the necessary information that can have an impact towards the user’s experience.
USER INTERVIEWS
The Formal Interview Process informed the next steps to the project based on the information gathered from the user interviews. Conducting 1:1 user interviews gave the opportunity to learn about the usability of the Grocery Gateway App from the perspective of new and current users. Some of the challenges with planning the interviews was ensuring the right questions and answers were being asked and given in order to gain all the necessary information. Users had revealed what they found useful and what was challenging when it came to using the Grocery Gateway online. Therefore performing these user interviews was very helpful in understanding user experience and satisfaction in order to develop suggestions to further improve the App.
SUMMARY LIST OF FINDINGS
Using quantity rather than weight is more comfortable
Prefer system to suggest similar items (Product Recommendation)
Filter option needed to discard items family members are allergic to
Useful when App remembers information such as previously used address
Available review preferred when buying a new item
Weekly sale available for view
Unable to increase quantity before adding item to cart
Uncertainty of when the cut off point is for modifying an order
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EXECUTIVE RESEARCH PRESENTATION
The executive summary research PDF illustrates the complete step-by-step process of formulating our team’s presentation. A brief explanation of the company, persona data, and interview summary has been laid out. As well highlighting the research findings, affinity diagram, and customer journey map from the project. Below the link to the created PDF is available for further review.
Link to Download PDF: https://docs.google.com/presentation/d/1zo4Ve-LRFBkhg9keTjhwkhm07l9nfUeBejzSQi7VB9s/edit#slide=id.g30555fa566_0_26
The Affinity Diagram that was illustrated highlights the design insights that were collected revealing the emerging trends and themes of behaviours from the users who were interviewed. The points were clearly organized and then categorized to better comprehend the findings from the research. This visual representation of the research data gives a clear understanding of all the collected results.
AFFINITY DIAGRAMMING
CUSTOMER JOURNEY MAPPING
A Customer Journey Map has evolved the design research by highlighting the points that caused user confusion and then using the positive points to create an effective journey map. Using a Customer Journey Map as a UX Deliverable is quite valuable as it maps out the customer’s mobile experience making the usage of the App easy and clear. This would prevent confusion and make things more convenient.
SKETCHES & WIREFRAMES
DIGITAL PROTOTYPE
The Digital Prototype has given various new options for users to better satisfy their usage of Grocery Gateway. The prototype was built based on the gathered research from the user interviews that provided a lot of useful data. Thus, the suggested recommendations would make things easier and more convenient for users, influencing them to continue using the App.
REFLECTIONS
Throughout the User-Centered design process for this industry project a lot has been learned about people and their UX design problems. The contemporary problem the team was trying to collaboratively solve was fairly resolved from all the attained user feedback. Results from this research would now lead to further investigations where next the technical issues would be addressed and understanding whether a correlation between sales and reviewed items really exist.
