Understand and Define User's

Problems

Answer Cues- Assignment

Answer Cues- Assignment

Assignment:
You joined an online grocery delivery app as a Product Manager and asked to work on improving the grocery
shopping experience by creating better design.

Challenge:
The pandemic’s impact was reflected in consumer behaviour and proved that mobile apps are here to stay.
The challenge is to design an application that is easy, quick, and convenient and help your app stand out
from other grocery delivery services.

How can you make the shopping experience flow easy to navigate and offer a faster checkout?

You can follow the below approach.

Download any online grocery app (like Blink it, Big basket, etc - if not downloaded) and experience the
user journey. You'll often notice user pain points by simply traversing through the app.
Try to understand the problem correctly and note down all the possibilities of the problem as a user.
Conduct market research to understand more about the product and various offerings in the market.
Surveys and user interviews are always a good option to perform market research.
Create user personas. A deep understanding of user behaviour and needs makes it possible to define
who a product is being created for and what is necessary or unnecessary for them from a user-centred
point of view.
Now that you've gathered enough information about your users and understood the problem, it's time to
brainstorm the solutions. Here you've to focus on quantity and not quality,

Objectives:
This platform should be developed to go beyond consumer expectations when shopping for groceries,
providing an increase of mobile orders in 6 months.
Alternatives to make it easier to find products for people with dietary restrictions.
Consumer routine.
How much a bad design can affect the user experience.
Answer Cues- Assignment

The First Research:

Due to the large quantity and variety of items, online grocery shopping can be repetitive and tedious
compared to other online shopping experiences. The first step is to EMPATHISE with the user's feelings
during the shopping process.

Some quotes from Initial Research

Persona
Answer Cues- Assignment

The Journey:

Qualitative takeaways from Interviews:

Some participants feel confused with repeated or unnecessary information (i.e.promos, banners).
All participants were familiar with the process of online shopping, and most of them preferred to do it on a
mobile device instead of a desktop.

Within the web experience, we wanted to specifically create an application that could be easy to browse and
to do the checkout, framing them through these ‘how might we” statements:

“How might we design a checkout process to avoid having more than one page?”

“How might we display products in a clean list to make it understandable and not overwhelming for the user?”

Next step: Ideate

In this stage, a task flow was created to have a better idea of the necessary steps that the user needs to do to
complete a task.


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Answer Cues- Assignment
SHOP CHECKOUT DELIVERY PAYMENT

Menu Checkout Review Delivery

Order
Home Select Add to
product cart
Deliver to
Search home
bar
Date and Pay
Time
Add more Pick Up
items?
Order
Confirmation

Search
again

User flow when using the Grocery App

Usability Testing:
The iterated wireframes and prototype were tested with users in-person and online (Maze and Zoom) and
included: click analysis, time spent on each task, and missing paths. During the testing, users were asked to
complete three tasks based on the main user flow: sign up for a new account, add a product to the cart, then
proceed to checkout.

Overview and goals/Key findings:

Visual sign showing that a product was added to the cart is important to show the user that the task was
completed.
Users tend to look for a path to the main categories of the grocery store.
Some users get lost when there are many pages during the checkout process.
The font size in some sections was too small.

Solutions
Based on quantitative and qualitative data from remote usability testing, the following modifications were
implemented:
Re-arrangement of the department section on the home screen so that it would align with the user’s
mental models and help ease navigation.
A shortcut in small buttons redirecting to the most searched categories were created.
Visual notification to show that the user is logged.
Visual notification showing that a product has been successfully added to the cart.
The checkout process is one screen.