ABOUT

This project is based on a design thinking process and includes UX and UI design. We worked in a team of 3. The purpose of this project is to learn tools, canvases, and methodologies in a short time with strict everyday deadlines. 

ABC Grocery — a case study on designing an online grocery shopping experience. In addition to the standard functionality of the online grocery store, we added features that help people achieve their goal and increase the efficiency of grocery shopping using meal suggestion and recipes with prefilled product lists.

TEAM
Me, Juliana Argôlo, Max Sigtermans

ROLE
UX/UI Designer, Photo Editor

PROJECT DURATION
2 weeks, Jan 2019

TOOLS
Sketch, Principle, Trello, Photoshop, Pen & Paper

UX PROCESS

UX Process

CHALLENGE

Translate the shopping experience from in-store to a digital product for the "client" - ABC Groceries, regional supermarket focused on offering high-quality products and creating neighborhood shopping environment. Although ABC Grocery has a long history of success with their stores, the management team is aware that more and more consumers are switching to online grocery-shopping due to its flexibility and convenience. 

USER RESEARCH

Our target audience is families with working parents - they don't have much time to do grocery and have a lot of tasks during the day. We used the Lean Survey Canvas to help us prepare the survey. 

lean survey canvas

According to our survey, they value the quality of food more than price and brand, do groceries 2-3 times a week and only 30% do it online regularly. People rely on mood, and they own creativity when it comes to grocery shopping.

DELIVERABLES

Affinity Diagram
persona@2x
Customer Journey Caroline

PROBLEM

People are indecisive when it comes to grocery shopping. As a result, they lose valuable time. According to our interviews, people are unsure of what to buy in grocery stores. Most of their decisions (75%) are based in their mood.

SOLUTION

In addition to the standard functionality of the online grocery store, add features that help people achieve their goal and increase the efficiency of grocery shopping using meal suggestion and recipes with prefilled product lists.

INFORMATION ARCHITECTURE

Flowchart

WIREFRAMES

UI Process

MOODBOARD

Moodboard_ABC

STYLE GUIDE BOOK

main-grocery
phones2

Recipe-to-basket feature

recipe screens