SMART BASKET

Duration: 8 Months
Role: Researcher, UX Designer, Interaction Designer
Tools & Software: Adobe XD, Photoshop, Illustrator, Sketch

Responsibilities:

  • Conducted qualitative research.

  • Created user flows, wireframes, prototypes with detailed visual design specifications and contributed to user experience design guidelines and the development of best practices and standards.

THE GOAL

To create an app with an architecture that is intuitive and seamless to use through which young families and working people can buy their groceries faster and with much better efficiency without hindering their busy schedules.

DESIGN PROCESS

USER CENTERED DESIGN

I decided to use Double Diamond methodology to understand my users and their problems as this process would enable me to explore innovative methods to solve the users’ problems.

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USER RESEARCH

At the discovery phase of our project, I decided to talk to couple of people regarding their experience with the grocery stores and grocery apps that are currently available in the market. I worked towards finding out their pain points and what parts did they think worked out well for them.

My questions:

  • How do you buy groceries now?

  • Why do you buy it using this method?

  • What are the difficulties you are facing currently while buying?

  • Factors you consider while shopping online?

  • Have you ever tried online shopping?

  • Did you have any favourite shopping experience?

FINDINGS

  • A lot of people from my demographic end up making a list - either in their head or on paper.

  • Students or the people shopping for themselves tend to look for the price first but for the people that are shopping for more than themselves look for quality first and then price.

  • Majority of them said that they wouldn't use an app for various reasons such as wastage of packaging, or they like to check the things that they buy, or delivery charges or because they live close to the store.

  • Factors they consider majorly while online shopping are Time saving, Simplicity, Value, Convenience and Safety.

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TARGET AUDIENCE

The app is targeted for people that basically live either by themselves or with a roommate and for those that are mostly busy with their work. It will include a grocery store, along with a section where they can browse earlier shopped items which is called smart basket, which would collate and show the items the user has shopped for the past 6 months in a list. The users will be able to create their own profiles using which they can easily select the items based on their convenience and time, as most people have very less time for grocery shopping while they are working. Basically they would be able to find everything they need to prepare food in a single app.

COMPETITIVE ANALYSIS

I conducted a competitive analysis to determine the strengths and weaknesses of the competitors. The selection of apps for my research ranged from the ones in Canada to the ones out of it, that I could take inspiration from. The main ones I analyzed were Real Canadian Superstore, Walmart Canada, Save on Foods and Grofers India.

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FINDINGS

  • Most of the apps add quite a few sub-categories, which takes the user quite a bit of time to get to the products themselves while browsing.

  • Superstore uses the home page to provide quick links to the previous purchases or sale items. It’s the same with Grofers as they use the home page to promote sale items, whereas walmart and save on foods directly provide browsing options on their home page.

  • Superstore has two main categories which are ‘Food’ and ‘Home’, which then branch out to further categories, whereas the other apps have broader range of categories at the first level themselves.

USERFLOW

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CARD SORTING

To figure out the navigation and the architecture of the app, I decided to do open card sorting with a few users. I created a set of cards with a feature on each, and the users grouped them as they found appropriate.

I performed two rounds of the cart sort. In the first round I observed that i had gone too deep with the features on my card which made it difficult for people to group them. Since i couldn’t learn much from my first attempt, I decided to make a few changes in the labels and the structure of the cards and do the sorting again. This time I also asked people to name each group of the cards which also helped me with the labelling of the features in the app.

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SITEMAP

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WIREFRAMES

For the organization structure of my app, I decided to take a bottom up approach. After figuring out the main content of my app, I started creating the navigation and hierarchy that would be user friendly for the lightning-rod target. The main information is organized as a hybrid of Topical and Audience specific manner (for international foods). I have used bottom tabs for the global navigation of the app and in-page top tabs for local navigation.

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USER TESTING

After creating the wireframes, I got a few potential users to test out the clickable prototype. My testing was done based on 5 main scenarios of the app:

  • Browsing for a product and adding it to cart

  • Selecting a delivery time and checking out

  • Locating the smart basket section and adding items to cart from it

  • Going to the saved list section

  • Going to the search page and filtering the results

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