Project overview
Background
The option of ordering groceries online has been around for a while, but it has been slow to catch on. According to a Gallup, Inc. survey in July 2019 only 11% of consumers bought groceries online at least once per month and 81% said they never have shopped online. The experience of going to a physical grocery store was still the preferred option by the majority. However, with the sudden COVID-19 outbreak, many shoppers who preferred shopping in person have unwillingly become an active online shopper. Research released by Brick Meets Click and Mercatus mentions that online grocery sales went from $4 billion in March 2020 to $7.2 billion in June 2020, with 45.6 million American households using online grocery pickup and/or delivery services monthly. My friends, coworkers, and I are included in this number. We have all been unsatisfied with various aspects of our online grocery experience so I want to tackle this problem from a millennial perspective.
PROBLEM
Truthfully, millennials do not fully trust online grocery shopping. Because food is considered so essential and so personal, they don’t easily trust that someone else can pick out the fresh produce and other products to the preferred standard. Additionally, it can be difficult to find deals and browse for food on online grocery apps.
Project goals
project results
tools
Make it easier for shoppers to find deals and grocery items
Redesign online grocery shopping page for a mobile app
Incorporate some of the experiences people enjoy when shopping in person
Mural, Miro, Figma
User research
initial research
Millennials felt that the biggest benefit for online grocery shopping is the time saved from not having to travel to a grocery store, find all the items needed, and lug all the items back. However, because the sites and apps are so difficult to navigate, they also feel like they are spending more time than necessary shopping online.
identify persona
To understand the issue better, I interviewed 5 millennials with different backgrounds to explore what they need to trust an online grocery shopper.
Meet Ashley:
Key takeaways
- Millennials care about how much they spend on groceries. They’re typically not willing to spend more for something if there’s a cheaper equivalent.
- Millennials are open to trying new products that either looks good or are on sale.
- They are aware of the benefits of online grocery shopping but are worried that the produce will not be picked to their liking in terms of qualities such as freshness.
Planning
user flow
I roughly mapped out the user flow for the stories I’ve written to get a rough idea of how a user may navigate the mobile app.
user story map
Using my research and persona as a guide, I started building out my story map with outlining the key features needed for a millennial shopper. To solve the initial problem, I decided to deep dive into three features: Shop home page, Catalog detail page, and Product detail page.
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View prototype