Grocery Prime is a data-driven supermarket focused on delivering high-quality products at its customer's convenience. By applying a design thinking way-of-working, I've helped Grocery Prime identify user pain points within the customer journey.
Because of this, Grocery Prime has created an end-to-end mobile experience that embodies and enhances the everyday shopping practice. The challenge would be to create an end-to-end mobile experience that incorporates and enhances typical shopping habits.
UI and UX Designer
Skills & Tools
Adobe XD - Design Thinking - User Interviews
To understand who my target users were, I asked myself the following questions:
- What types of people would use this app?
- What do they care about?
I was able to identify possible primary target users as millennials. They represent a high percentage of UK grocery store shoppers who use smartphones and shop online.
I decided to use a few different methods to find my target group. The first was by using the Nextdoor app to reach out to my local community. The second way was by going to my local supermarket and asking people if they would be interested in participating in the research.
I created a survey for quickly gathering information from my target audience, while the interviews allowed me to gain a deeper understanding of the participant’s behaviours.
I wanted to develop a deeper understanding and learn more about the five following topics that I felt were crucial areas of analysis for this project:
- Purchase Planning
- Stock Availability
- Value for Money
- Brand Loyalty
1. Who is the primary grocery shopper within your household?
2. How often do you shop for groceries?
3. Where do you generally buy your groceries?
4. How do you plan your grocery store shop?
5. How essential is a convenience when grocery shopping?
6. For instance, does a service like Amazon Go appeal to you and please elaborate on why?
7. Can you explain if and why Stock Availability at your local grocery store is relative?
8. Are price comparison and product quality a priority when grocery shopping?
9. Do you shop according to which brands are available at your local grocery store, and can you explain why this is not important to you?
10. Anything else you care to share regarding this subject?
At this point, I had gathered user research. Now, I needed to incorporate it to turn data into actionable information. Devising key user research findings on an affinity diagram, I discovered patterns, pain points, and design opportunities.
Understanding the motivating aspects behind what is important to people when grocery shopping is crucial to developing and creating an app that people will use regularly. Therefore, my main recruiting criteria for this project was to find users who may already shop online, but even if they didn’t, they could be swayed if given a great alternative to how they traditionally shop.
In my findings, 50% of participants I spoke with pre-planned their shopping with a list, suggesting this would be a favourable consideration when designing the shopping app. It also seemed that convenience was essential regardless of status. Customers wanted immediate satisfaction whether shopping in-store or online.
Participants were all in agreement that they wanted to find and buy products quickly without hassle or friction. The key takeaway here is a need for fast and easy transactions. A fair price and good value also played a massive part in how satisfied they were when shopping for groceries. People wanted to feel like they were getting their money’s worth.
Pain points that need to be solved to make the app work for the customer:
I found that convenience and the time grocery shopping absorbed was high on the agenda when conducting this research. It was clear that participants were unanimous in that they wanted a speedier and easy checkout process. Visiting the supermarket involves waiting in long queues or searching for the products they want to be available to them. This could be remedied with time-efficient payment options or a rapid delivery system.
26 Years Old / Fashion
Publicist / London
“Convenience is a huge criterion for me because of time constraints”
29 Years Old / Software
Developer / London
“It’s important the store delivers quickly with the specific brands it has”
As a socially conscious individual, Alieza prefers products and services that are environmentally friendly. With Alieza’s tight schedule, she is looking at ways to save time when shopping for her groceries without worrying about quality and price comparison.
- An easy way to get quality groceries
- Lots of options in terms of food brands
- Save money on her weekly shop
- Easily pay for items
- To give back to her local community
Alieza is a 26-year-old millennial professional who works in the fashion industry as a publicist. She lives in East London with two housemates that are around the same age as her. Alieza enjoys music, the gym, healthy eating and shopping for clothes.
- Time Constraints
- A small selection of groceries
- High prices for quality brands
- Works in a highly competitive industry
Tyler is a 29-year-old millennial professional who works in the Gaming Industry as a software developer. He lives in South East London with his partner and two dogs. Tyler enjoys gaming, running, eating out, live gigs and travelling.
- An easy life when shopping for groceries
- Simple navigation and checkout
- To keep track of everything easily
- Likes services that provide products
- Managing his carbon footprint
Motivated by digital solutions, Tyler is socially connected and trusts in social brands. He also prefers to manage his finances online (rent/bills/banking) using convenient and quick payment methods. Being able to use a mobile phone to control his life is critical here.
- Not enough time to shop
- Despises queuing
- Ethical brands aren’t prominent enough
- Work is hectic
After considering the research gathered, I put together a MoSCoW board to generate some features ideas.
The user flow diagram was created to lay out a skeleton for the mobile application.
I used the paper prototype method to come up with different options for the final digital product.
Taking the design ideas from the paper prototype, I created a UI design to test the app's user flow.
Grocery Prime is current, convenient and informative. Being ahead of the game, technically, their brand is still very much in touch with the community. Sustainability is at the forefront of the business, so appealing to an ethical customer is essential. The brand design is focused on renewal, nature and growth using a natural colour palette.
I decided to go with a clean and simple UI design to accomplish a straightforward signing in process.
See products that are available on special offer from the home screen feed. Browse for items from favourites or by category using detailed filtering options. From here, users can access account information and app settings.
Users can create new lists and refer back to previous lists. The shopping list is simplified to add items from the store, previous lists and favourites. Alternatively, use Voice recognition to add items.
When presented with categories, the user can search for items from group listings. The selected group will give options within that category. Once an item is selected, a detailed product view is available.
Predictive search will offer the user suggestions based on what they are inputting. This allows finding items easier with access to the plus icon from the navigation bar. Alternatively, search using the voice recognition icon.
When finished shopping, tap through the shopping cart screen. Here users have the option to adjust an order. Also, decide on delivery, pay in-store or click and collect before checking out. Once all details are entered, the user is taken to a confirmation page.
The main challenge of this project was to determine a UX/UI design to fit the needs of Grocery Prime Users. The process was a solution-based approach that opened up progressive ideas to develop a tailored user experience. The findings of the project were unexpected in some aspects, the initial research being the most enlightening.