My Role Timeline Tools Responsibilities

Solo Student Designer July, 2020 (2 weeks) Figma User Research. Product Design, User Testing

Project Overview

Jusgo is a local Asian grocery store. They have noticed that consumers have been slow to adopt online grocery shopping in the past few years. The progression of online grocery shopping accelerates as consumers try to limit trips to the store due to coronavirus breakout this year. Jusgo wants to create a convenient grocery shopping experience to help people stay safe as well as reduce their cost of shopping with grocery delivery services.

The Result

Business Goals

Research

Competitive analysis and user interviews were conducted at this phase.

I started with a competitive analysis to review the features and design of 4 popular grocery shopping apps. Two of them are direct competitors- grocery store apps and the other two are grocery delivery apps. Some common issues I found are:

• Customers cannot find product reviews for making a purchase decision

• Product information such as quantity and unit price is not clear

I interviewed 5 people who shopped grocery online at least twice per month in the past 6 months. The interview objective was to:

• Understand how do they decide where to shop their grocery online

• Learn about their goals of online grocery shopping

• Know the issues they have while performing certain tasks

Below is a summary of my key findings from the interviews.

Problem Statement

Below are some key issues that I identified from my research findings.

Ideation

I created a list of features that the app should have to meet both business goals and user goals.

Before jumping into design solutions, I created a user flow to show different screens, actions and routes our user could take while navigate through our app to finish the main tasks.

I identified the main screens from my user flow and sketched out wireframes by incorporating the listed features above.

I turned my sketches into low-fi wireframes.

Iteration: I made some changes on the return flow to create convenient and efficient return experience for customers.

Branding

My branding goal is to expressing Jusgo brand attributes - fresh, healthy, happy to our users. Since most of the competitors use green as a brand color, I went with orange to differentiate Jusgo and created a simple but playful logo.

User Testing

I created a prototype and did user tests with all the 5 users I interviewed during the research phase. They were given 3 tasks and asked to say whatever they are looking at, thinking, doing, and feeling at each moment. With the think out loud method, I can get a better picture of what is working or not.

What’s working?

#1 Easy to find grocery items

#2 Easy shopping process

#3 Clear product information

“Last time I thought I bought 2lbs of apple but I ended up receiving only 2 apples… I feel clear about the quantity I am purchasing with this App right now.”

Iteration

Pain Point: Users were asked to request a refund for rotten beef slices. Some users were confused about the actions they need to take for “Fix an issue”.

Overall Experience

“I will give this App a try as a new customer because of the benefits they provide. The customer review is very important to me when I shop with a new store, but I cannot find it with most of the grocery stores.”

Reflection

• I loved how much research I was able to do for this project. Learning about people’s online grocery shopping experience was very insightful.

• I’d like the opportunity to test a functional prototype with a more varying group of users so that I can ensure it is meeting the expectations I initially set out.