In this project created by DesignLab, an online platform that teaches various design courses, my task is to create a digital product for an imaginary grocery store called Good Market. I was given a project prompt, vision statement, a list of 100 inventories to sell on the initial product, and a persona.
*The following project prompt, vision statement, and persona are all created by DesignLab and all credits go to them. I’ve only edited slightly to shortened the content.
Good Market is a fictitious medium scale grocery franchise based in the United States. Although their customer satisfaction ratings have remained relatively constant, their market share has been decreasing by 8% each year. If they continue at this rate, they’ll be forced to shut their doors soon.
Through some market and user research, they have determined that this decline is most likely due to the increase in online grocery ordering and delivery products, like Fresh Direct and Good Eggs. Many customers prefer these products to shopping in store because they are faster, easier and more convenient - customers can shop from their desks, homes, or in line at the coffee shop.
Good Market believes that if they allow their customers to shop and buy their products online, they can expand their customer base and market share. They plan to design and release a pilot program in New York and San Francisco, and later expand the product to other cities around the country.
GoodMarket is a grocery shopping tool that helps customers quickly and easily browse, shop, and purchase groceries online, and then have them delivered promptly at little to no cost.
Persona: The Busy Professional
• age 25 - 35
• tend to live alone or with one roommate
• have limited time
• have disposable income
• are tech savvy and tend to use iPhones over Android phones
• work long hours (most said 9am - 7pm), but have some flexibility
• go out about half of the nights of the week
I first identified goals and pain points for both Good Market and our persona:
I also did some research on the potential competitors – Amazon Fresh, Good Eggs, and Instacart:
I interviewed 5 people that fit the busy professional persona because I wanted to understand why people do or do not order groceries online. The result shows that there are three types of people:
- Have never done it and won’t do it: 2 people
- want to hand pick what they eat
- like going to the store physically to have that experience
- They have a list and know what they want when they go to stores
- Have done it and will do it: 1 person
- Uses Instacart
- Only does grocery shopping online occasionally, still goes to stores mostly
- Does it when she’s working out or relaxing
- Mostly order online because she is either lazy or has something else to do (e.g. guests coming over)
- Finishes order in one sitting
- Orders/schedules order ahead of time
- “I often buy random stuff when I'm in store, but I only buy what I need online”
- Have never done it but would love to try: 2 people
- Have thought about trying it before but grocery store is close by so never had the need to order online
- Likes the convenience
- Will want to use recurring order (e.g. orders milk every Sunday automatically, and sends notification of payment as a reminder)
- One interviewee buys grocery before knowing what to make, the other knows exactly what he wants and just get them
- If use online shopping tool, one interviewee will finish shopping in one sitting whereas the other might leave and come back
- Both are interested in meal sets
And here’s a couple of findings:
Females generally shows more interest and willingness to try online grocery shopping tools
For people who will likely order their groceries online, they show strong preference to schedule orders ahead and have recurring orders
The interviewees who have shopped online or will try it usually know what they want or have a list of things to buy when they shop online
Will most likely finish their orders in one sitting
Show little concerns with prices
Since our targeted audience is most likely iPhone users, I decided to create an iOS app. I created a sitemap for the initial product based on my preliminary interviews and info provided by Good Market.
To better understand and create user flow, I created a use case of adding items and checking out:
After a long day at work, Phoebe remembers that she has a few friends coming over for dinner. She is feeling lazy and does not want to drive to the grocery store to pick up the items she needs, so she opens up GoodMarket, an iOS app developed by her favourite grocery store Good Market.
She opens the app and enters her ZIP code, glad to see that they delivers to her area. She then browses through different categories and items, and adds some steak, kale, and some almond milk.
After adding everything she needs, she checks out. A dialogue box pops up asking her to log in or create an account to proceed. She does not have an account yet so she quickly creates one, then continues to enter delivery address, schedules a delivery time, and enters credit card information. She then confirms and places her order, and receives a confirmation email and receipt
Wireframes and Prototype
I created some wireframes after I created the user flow. I then used these wireframes to create a sitemap and a quick InVision prototype to conduct user testings to get some feedbacks.
The next step is to determine the colours. I studied competitors’ colour scheme and researched colour psychology. I decided to go with green as it represents growth, balance, and harmony. It is also the perfect colour to reinforce a sense of freshness. I also used a lighter and brighter green gradience to keep the overall look young and professional to attract our targeted persona.
I’m still in the process of making hi-fi design to create a complete prototype in order to gather more information. However, based on the results from the wireframe user testing, my interviewees were all able to complete the tasks of buying 1lb of sirloin steak, 4 bunches of kales, and check out smoothly. I’m more than excited to finish all the screens to run more testings, and iterate further.