Ux Project

Final Evaluation

Ishika Raghuwanshi Sayali Ayre Gauri Pethkar Apoorva Limaye

Evolution of Grocery Shopping
In India

Grocery stores (kirana Chains of consumer

Online grocery shopping
stores) and specialised cooperative retail stores
emerged as a concept
shops were available started setting up to sell
and eased the burden of
locally. essential consumer
grocery shopping

articles in large cities

Gradually telephone orders Supermarkets and What is the future of

and home delivery services convenience stores, an grocery shopping?
became more popular and idea from the West, was
kirana stores started adopted in larger cities
offering them

Problem
Statement
Unavailability of a store that is open 24/7
and offers ready-to-eat food. Very few
companies offer both online and offline
services. The in-store experience of most
is not up to the mark which leaves the
customer unsatisfied. The user experience
of online grocery stores is not minimalistic
and easy to use.
Objectives
An ideal case of grocery shopping which includes both in
store as well as online shopping

Make the Online shopping platform easy to navigate and

less time consuming for the user.

Fresh food and snacks available for the customers while

shopping. And attendents available to help the users.

Make the experience of grocery shopping online/ in store

enjoying for the user.
Key Nature's Basket
Competitors Grofers

Big Basket

ZopNow

Big Bazaar

Reliance Fresh
MARKET RESEARCH
Understanding the impact of COVID-19
Grocery & Food Retail
Grocery stores have long been a staple of the global economy.
But it wasn’t until the Covid-19 pandemic that most people
realized just how vital they are. As lines of shoppers wrapped
around stores and toilet paper were nearly possible to come
by, grocery stores were forced into the spotlight. Stores
quickly pivoted to provide shopping experiences that were
safe and useful in hopes of getting shoppers the items they
needed in the safest way possible.

Grocery’s big moment has given the industry momentum.

How stores leverage that momentum will be telling. These
three lasting changes will forever impact how consumers get
their food.
MARKET RESEARCH
#01 Online Ordering

Far and away, the biggest change to grocery has been the boom in online ordering. Many stores were
already building out their order pickup and delivery capabilities, but the services exploded during the
pandemic. A year ago, 81% of consumers had never bought groceries online, but during the pandemic,
nearly 79% of shoppers have ordered online. In August 2019, U.S. online grocery sales totaled $1.2 billion;
in June 2020, that total was $7.2 billion. Over that same time period, the number of online customers
increased from 16.1 million to 45.6 million and the average spend per order grew from $72 to $84.

Online ordering is also changing what customers buy and creating a more personalized experience.
Instead of unrelated items placed far apart in a physical store, retailers and food brands can connect items
in the ordering app. A push towards personalization and recommendations, paired with powerful AI
algorithms, has not only increased how well grocery stores and delivery services know their customers, but
also increased targeted marketing. Algorithms make for a better online ordering experience as stores
understand customers’ buying patterns and can recommend items or alert a customer if they forgot
something they frequently purchase.
MARKET RESEARCH
#02 Larger Orders, Shelf-Stable Food

It’s not just how customers get their groceries that has changed—it’s also what they are buying.
Shoppers are visiting the store less often, but spending more when they do. And when they do go to stores,
they’re buying things that can last longer. While some people have used the pandemic as a way to start
eating healthier, most people have bulked up on comfort foods that are cheap and shelf-stable. The
reasons are two-fold: after the run on grocery stores in March, non-perishable goods give consumers
peace of mind that they have food for another emergency, and just like the name implies, comfort food
gives people a sense of comfort during chaotic times.
 MARKET RESEARCH
#03 Focus On Speed, Convenience And Safety
Instead of strolling the aisles to choose their groceries, shoppers are now focused on getting in and out as
quickly and conveniently as possible. Over the last six months, consumers have decreased the amount of time
they spend in stores. Most shoppers have trusted items they purchase regularly and are less likely to browse the
store to look for a new ingredient or menu inspiration. To match the changing trends, many grocery stores are
focused mainly on restocking their best-selling shelf-stable items instead of branching out with new brands and
products.
Stores are also changing their internal organization and design to create experiences that facilitate faster
shopping trips. End caps, which used to hold new items to catch shoppers’ attention, are now filled with everyday
essentials for easy access. Shoppers come into the store with purpose and prepared shopping lists.
For checkout, more shoppers are choosing self-service options. Walmart has expanded its cashier-less offerings,
and Amazon even recently unveiled technology that allows customers to pay with the palm of their hand. The
main focus is applying technology to make the entire shopping and checkout experience faster and more
convenient. Stores have the opportunity to be incredibly innovative and disrupt long-held practices for grocery
shopping.
Market
Analysis
50

40

30

20

10

0
Item 1 Item 2 Item 3 Item 4 Item 5
Competitor Analysis
Competitor Analysis
Competitor Analysis
HEURISTIC EVALUATION

BIGBASKET
1. VISIBILITY OF
SYSTEM STATUS Lets the user know the
status of the order
placed by displaying the
message "Your order
was successful"

BigBasket keeps
users informed by
displaying messages
such as "Loading...
Please Wait"
1. VISIBILITY OF
SYSTEM STATUS

Once you place your order, you

can see details like delivery date
and time, and live status of the
order. In case the payment didn't
get completed you get a
notification regarding the same.
You are also aware of how much
money you save on purchase of an
item.
 2. MATCH BETWEEN
SYSTEM AND THE REAL
Uses easy to understand
WORLD
and user friendly terms
in order to show division
in categories just like
different aisles in
grocery stores

Displays pictures
of products just
like how one would
expect to see on
shelves in grocery
stores
 2. MATCH BETWEEN
SYSTEM AND THE REAL
WORLD

They have used a symbol along

with text to depict the shopping
cart. This mimics the experience
of shopping in a store and
actually adding something to the
cart. Images of real products
have been used.
 If the user has
3. USER CONTROL accidentally added an
AND FREEDOM item to the basket, they
can either remove it
immediately or can also
remove it or save it for
later from the basket

Allows user to verify and edit items in

basket and also change the delivery
address before payment and final checkout
 3. USER CONTROL
AND FREEDOM

On the checkout page, in case the

user accidentally reduces the
quantity below 1, the product is
automatically removed from the
cart without any warning or
confirmation. The user should be
able to undo this step. This
feature isn't available yet.
 4. CONSISTENCY AND
STANDARDS

Follows a similar color scheme

and layout on every page-
hamburger drop down menu on
the top left, search in top right,
list of options at the bottom.
 4. CONSISTENCY AND
STANDARDS

They've maintained keywords like

' Login, Sign up, checkout, etc
which are the same on other
online shopping websites and
devices. The UI on the mobile
and the desktop is also similar.
The colors and font is kept the
same on all pages.
 Does not offer any
5. ERROR PREVENTION confirmation
message before
logging out

When entering delivery

address, provides a list
of valid locations to help
the user choose the
correct location and
avoid spelling mistakes
5. ERROR PREVENTION

On the checkout page, in case

the user accidentally reduces
the quantity below 1, the product
is automatically removed from
the cart without any warning or
confirmation. The user should
be able to undo this step. This
feature isn't available yet. While
entering the address in case the
users enter an incorrect mobile
number, they are notified. Same
for card details.
 6. RECOGNITION
RATHER AND RECALL

Shows the
user's
previous order
history so that
it is easy to
order a
product again

Also provides a history of money

transactions and wallet activity
 6. RECOGNITION
RATHER AND RECALL

All the products have been

sorted into categories
which makes finding a
product easier.
Keeps a track of order
history.
In the search bar,
recently/frequently ordered
items are showed first
 7. FLEXIBILITY AND
EFFICIENCY OF USE Based on user's order
history, compiles a list
of items bought that the
user might need to buy
again

Allows the user to

add more than one
delivery address
 7. FLEXIBILITY AND
EFFICIENCY OF USE

A new feature has been added '

Personalizing online grocery shopping
for new visitors' as a way to improve
the Conversion Rate of New Visitors.
This feature helps first-time online
grocery shoppers to build their
baskets quickly. This ensures they
see what they would like to see and
not what the company would like to
show. That’s basically personalizing
the customers' product discovery.
 8. AESTHETIC AND
MINIMALIST DESIGN

The app displays

too much
information on the
screen causing the
user to be
distracted
 8. AESTHETIC AND
MINIMALIST DESIGN

The home page doesn't have a

clean design. User is bombarded
with ads and offers. As you scroll
down you see that the different
sections have been mentioned.
Information about bank offers,
bestsellers, customer favorites,
etc is given along with the option
to shop by category.
 9. HELP USERS RECOGNIZE,
DIAGNOSE AND RECOVER
FROM ERRORS
When a product in the
basket goes out of
stock, the user is
notified and also has the
option of being notified
when back in stock

Lets the user know

if the login
information is
incorrect and what
to do to correct it
 9. HELP USERS RECOGNIZE,
DIAGNOSE AND RECOVER
FROM ERRORS

In case the user enters a product

that is unavailable or doesn't
exist, commonly searched/
related products are displayed.
While entering the address in
case the users enter an incorrect
mobile number, they are notified.
 10. HELP AND
DOCUMENTATION

The FAQs and

Customer Service
pages are easily
accessible
 10. HELP AND In the
customer
DOCUMENTATION service
section, the
There are also a customer can
few options given select the
at the end of each option in which
page to contact he needs help.
the team, terms
and conditions etc

In case the customer needs help he

should click on his name on the top
right corner. A dropdown list will
appear. He can either select
customer service or the new 'Ask Us'
option. The customer will then be
redirected to the next page.
HEURISTIC EVALUATION

NATURE'S
BASKET
 1. VISIBILITY OF
SYSTEM STATUS

Order once placed through natures basket it can be live

tracked through the app and food items can be tracked
through apps like Swiggy, User will be notified of when the
parcel is out for delivery. Any unforeseen delays or order
cancellations will lead to immediate reimbursement through
the same online payment method used by the customer.
 2. MATCH BETWEEN
SYSTEM & REAL WORLD

All products are very well classified into specific categories which are easy for the
user to understand and navigate.
If the user wishes to buy products having desi names if he is unfamiliar with the
convention even that option is available.
The items are also presented in logical order with the most common ones coming in
first and most exotic ones coming up last to reduce the time spent by the user in
navigating through the website.
A price tag next to a product along with a symbol called “ADD TO CART” is also
present resembling products on the shelf of a market.
Items are arranged in order based on their current demand and availability.
Items with same price placed side by side.
 2. MATCH BETWEEN
SYSTEM & REAL WORLD

Chocolates of the same

brand arranged in order.
 2. MATCH BETWEEN
SYSTEM & REAL WORLD

Options for user to

navigate depending
on diet
 2. MATCH BETWEEN Proper description of each
SYSTEM & REAL WORLD
product given
 3. USER CONTROL
AND FREEDOM

The website and app have a very well developed which gives the user full control
over his decisions and provides an alternative path if he is stuck.
Orders can be placed in multiple ways and can be immediately cancelled or be
altered even after they have been sent out which will be immediately repayed.
The user can manually the outlet of natures basket from where he would like to
shop or it can be automatically done through maps.
If a particular product is out of stalk the user will be given options of contacting
other outlets where the product may be available or request to be immediately
notified by SMS if the product comes in stock.
For emergency inquiries an 18 hour long helpline contact number with
alternatives is always available to the user.
 3. USER CONTROL
AND FREEDOM

Option to locate
shopping store.
 3. USER CONTROL Feedback and customer care
AND FREEDOM details easily accessible
 3. USER CONTROL
AND FREEDOM

User is notified
and provided with
additional options
if a product is sold
out.
 4. CONSISTENCY
AND STANDARDS

Graphic and nomenclature of products in generally consistent with used in

shopping as design of this website is similar to other e-commerce and other
popular online shopping platforms so the users are accustomed to the working
of the system.
The process of placing orders is fixed. The user first has to add products to
his cart which will generate the final bill, then the user will be asked to provide
his address, contacts and bank details following which final payment will be
done through an OTP based system.
 4. CONSISTENCY
Login/trending and all other remaining options
AND STANDARDS
are available to the user at the top.
 5. RECOGNITION
RATHER THAN RECALL

The website is very sensitive to key words and can identify what
the user wants to type.
The website displays the user a vast number of options which can
be broadly classified based on the users preference.
The website displays trending options at the top which are
purchased the most.
The website displays items most purchased by the user and other
items depending upon his/her dislikes based on purchase history
first.
 5. RECOGNITION Variety of options displayed in the
RATHER THAN RECALL
search-bar.
 6. FLEXIBILITY AND
EFFICIENCY OF USE

Natures basket has a vast number of outlets all across India in many
big cities. The small outlets make along with the discount offers
displayed on top.
Experts can also order products in bulk on discount offers if needed.
But there is no distinctive separation in the way regular shoppers or
newbies use it. It is easily convenient to use for anybody.
Accelerators are present for regular buyers in the form of pop-ups
based on their sale history for easy and least time consuming day to
day sales.
 8. AESTHETICS AND
MINIMAL DESIGN

The website for natures basket is reasonably minimalistic. It

contains a lot of graphical data which is well sorted hence
making it easier for the user to navigate through the
website. The reviews and latest trends with
recommendations of chefs and other well known experts in
the culinary industry.
 8. AESTHETICS AND
MINIMAL DESIGN Front page of the website
 9. HELPING USERS
RECOGNIZE, DIAGNOSE AND
RECOVER FROM ERRORS

The website provides a platform to suggest options to

users to contact another outlet or be notified regarding a
particular product they wish to purchase if it is out of stalk
along with a 2 step payment method to make it more
secure and re-confirm the order.
 10. HELP AND
DOCUMENTATION

The website does not provide an official

navigational guide but has a 18-hour contact no
for any enquiries.
Email-id present for inquiries and easily
available on top-right corner.
HEURISTIC EVALUATION

GROFERS
 1. VISIBILITY OF
SYSTEM STATUS

The user should not feel

lost or not know whether
something worked or
functioned correctly.
Users should always be
informed about the
system operations with an
easy- to understand and
highly visible status on
the screen
 2. MATCH BETWEEN
SYSTEM & REAL WORLD

The application should speak the

language of the speaker i.e. the
words and concepts known by
user.
Presenting information in a
logical order and keeping track
of the expectations of users
derived from their real- world
experiences will reduce stress
 3. USER CONTROL
AND FREEDOM

This principal focuses on freedom

of user to navigate and undo
accidental errors by giving an exit

It provides users with a digital

world where backward steps,
including undoing and redoing
previous actions, are possible and
easier.
 4. CONSISTENCY
AND STANDARD

The way the interface is

organized and how factors
should be steady across the
product, irrespective of which
device is being used to access
it.
5. ERROR PREVENTION

Design the systems so that

potential errors are kept to a
minimum.

Eliminating or flagging error-related

actions are two possible ways of
preventing errors. Either delete or
check the error conditions and
provide users with a confirmation
option before committing to the
action.
 6. RECOGNITION
RATHER THAN RECALL

By making all the website’s

elements more visible and
memorable this principal makes
the life of the user easier.

It is also vital to make instructions

for the usage of a website visible
and/or easily retrievable.
 7. FLEXIBILITY AND
EFFICIENCY TO USE

This principle states that the

website should include
accelerators that are not visible to
average users, but at the same time
allows experts to navigate more
quickly with more frequent actions

the demand for fewer interactions

is satisfied with this principal that
allow faster navigation.
 8. AESTHETIC AND
MINIMALST DESIGN

any additional or irrelevant

information should not be visible,
as it reduces the relative visibility
of the relevant units.

All unnecessary information

competes for the limited attention
resources of the user, which could
inhibit the memory retrieval of
relevant information by the user.
 9. HELP USERS RECOGNIZE,
DIAGNOSE AND RECOVER
FROM ERRORS

Error messages should be

displayed in a simple and direct
language in order to accurately
identify problems.

Error messages should be

expressed in plain language almost
always to ensure that nothing is
lost in translation.
 10. HELP AND
DOCUMENTATION

When users require help,

make sure it is easily located,
specific to the task at hand
and worded in a way that will
guide them through the
necessary steps in the
direction of a solution to the
issue they are facing.
 The designing of the outlet
Market stores and websites to ensure
Research attractive products and new
offers capture the users
attention as we see in groffers
website

The opening of multiple outlet

stores in smaller cities and urban
areas will increase demand and
lower prices making even exotic
products more marketable as we
see in the case of big basket.
Final Secondary Analysis
PAIN POINTS IDENTIFIED

Online platforms of groceries shopping do not have a

minimalistic design thus making it harder for user to
navigate and taking a lot of time.

Lack of fresh foods and snacks. Grocery stores are not

open 24/7 thus making the process inconvenient for the
user

Attendants in grocery stored are not always present.

Trolleys/ Carts cause trouble for the user

Organising of the products in stores is confusing thus It

becomes difficult to navigate through aisles looking for
products
Final Secondary Analysis
Quick and
Streamlining a
A minimalistic efficient to solve
time-consuming
design of online any problem for
process of online
grocery shopping online and offline
grocery shopping
shopping

Making the
shopping Fresh food and Attendants
experience snacks availability available for
pleasant and for the user helping the user
satisfying
Final Secondary Analysis
Availability of Products available
products at all that meet the
times or having need of every kind
alternatives for of user and fitting
the users their budgets.

System where the Availability of

customers don't
Products of
have to carry carts
greater variety
and trolleys
and better quality.
around.
 User Segmentation
01 DEMOGRAPHIC
Age 16 upwards who can
handle money independently
Families and working
individuals
Upper class and upper
middle class for exotic
products. Middle class for
daily essentials and staples
02 GEOGRAPHIC 03 BEHAVIORAL
People who shop for
groceries online (people
not living near grocery
stores)
Metropolitans, cities and
People who shop for
other developed regions
groceries at grocery
stores
Survey Responses

Occupation

72 Responses were recorded. The

responses for the survey came from
users between the ages of 18 to 72
years from various cities across
Maharashtra with various
occupations.
Survey Responses

No. of people in your household

Survey Responses

Have you ever shopped for

Do you shop for groceries?
groceries in stores?
Survey Responses

Have you ever shopped online for How often do you shop for
groceries? groceries?
Survey Responses
What is your monthly budget generally
while shopping?
Survey Responses

What is your preferred method for Do you face any difficulties while
grocery shopping? shopping?
Survey Responses

What are some of the biggest problems

faced during grocery shopping in stores?

Navigation between aisle to find the product

Stores not being open 24/7.
Attendees not being helpful.
Carts and trolley make it hard to move around
Finding Quality products
Not knowing if products are in stock.
Rush hours, long queues and waiting time.
Survey Responses

What are some of the biggest problems

faced during grocery shopping online?

Difficulty in finding a product and navigating through the app.

Products not being available.
Can not check the quality of the product.
Late Deliveries.
The products delivered is not the same.
Don’t trust online sellers.
Survey Responses
In cases where there are a lot of Have you started shopping online
people in the store what would you for groceries more since the
prefer? pandemic started?
Survey Responses

Would you continue shopping online after

the pandemic?
 User Interviews
01 Sapna Raghuwanshi
Age: 45
Location: Mumbai
Pain Points
Items not in stock or get
removed
Wide variety of products not
available
Fake, duplicate items
Rush hour, billing queues
Preference: Online Shopping
No. of people in your household: 4
Needs & Suggestions
A wide range of products
Easy comparison between
items
Better queuing systems and
more checkout stations.
Exotic, imported products.
 User Interviews

02 Tejas Pethkar
Age: 26 Preference: Online & Offline
Location: Mumbai No. of people in your household: 4

Pain Points Needs & Suggestions

Minimum limit for shopping. Catalog for products that are
Long delivery times. available.
Can’t browse well in stores. Distinct section differentiator
Limited product availability. Exotic items
Cancelled orders, some proucts Meat section
not delivered. Easy navigation
 User Interviews
03 Vaishali Pethkar
Age: 48
Location: Nashik
Pain Points
Quality can't be checked.
No returns
Hard to browse for items.
Waiting time
Carrying heavy bags
Attendants are hard to find.
Preference: Offline shopping
No. of people in your household: 4
Needs & Suggestions
Fast home delivery
Less waiting time
Just giving the list to the
attendants
Clean and positive atmosphere
Snacks and light music
 User Interviews

04 Apurva Shirode
Age: 19 Preference: Offline shopping
Location: Pune No. of people in your household: 4

Pain Points Needs & Suggestions

Transportation Music
Not knowing if a product is Catalog for products
available before going to store. Good ambiance
Trolley and carts More product availability for
Quality of the products can't be the products that people buy
checked. the most
 User Interviews

05 Varun Agnihotri
Age: 21 Preference: Online & Offline
Location: Mumbai No. of people in your household: 4

Pain Points Needs & Suggestions

OTP isn’t received during online
transactions.
Not knowing if a product is
available before going to store.
Can’t see images of products
while shopping
More product availability.
Catalog for products that are
available.
Good images of products
Mention of MFD and expiry
dates
 User Interviews

06 Gauri Sarang
Age: 48 Preference: Online & Offline
Location: Pune No. of people in your household: 2

Pain Points Needs & Suggestions

Can not check the quality of a
product.
Not knowing if a product is
available before going to store.
Not knowing if the shopping is
crossing the budget.
Budgeting tool
Good Ambiance. Clean and
positive environment
A small cafe near the store to
spend quality time and
socialize.
 User Interviews
07 Sanskar Badjatia
Age: 20
Location: Pune
Pain Points
Long queues an waiting time
while shopping offline
Having to move around to store
with the shopping carts.
Not knowing if a product is
available before going to store.
Preference: Online & Offline
No. of people in your household: 4
Needs & Suggestions
More product availability.
Better pictures of products
while shopping online.
Catalog for products
Easy way to compare between
items.
Persona Mapping
Persona Mapping
Empathy Mapping
Empathy Mapping
Solutions for Online shopping
Solutions for Offline Shopping
Future Scope
Set up stores near colleges, offices, and
railway stations
Strategic partnerships with last-mile
delivery agents such as Shadowfox and
Grab delivery
Home delivery along with easy
transactions will optimize and expedite
purchases
Inclusion of set meals that the customer
can subscribe to that will be delivered to
their office or residence.