ABC Groceries - Feature

0/ The challenge

ABC Groceries is a leading regional supermarket focused on high quality food and services. They have an established network of premium brick and mortar grocery stores with diverse amenities such as hot food bar, sushi bar, wood-fired oven, wine tastings, dining area amongst others.

Even though ABC Groceries is a highly known grocery shopping store, the management team is aware that more and more consumers are switching to online grocery shopping, specially now with Amazon’s recent acquisition of Whole Foods.

ABC Groceries wants to run a pilot program to test a digital experience by offering their customers to buy groceries online and increase not only digital sales but also somehow maintain alive the physical groceryshopping experience.

For this project we had to help "ABC" grocery shop expand their market and find add a feature to stand out from other competitors.

Role

Product designer with Emma Carrillo and Irina Bernaz

1/ Research

Hypothesis Statement

People

• Don’t have time 

• Don’t trust freshness when buying food online

• Cannot carry heavy things 

• Are less inspired when buying online

• Overshop

• Waste food

• Care about health (bio,organic,KM 0) 

• Care about environment (vegan,vegetarian)

• Care about beauty (diet)

  
  
  

At the beginning we created our lean UX canvas which helped us understand who is our user and what we need to learn from it. We also tried to find as many questions as possible that could help us detect possible pain-points.

Here is how our lean UX canvas looks like

The next step of our research was to interview to better understand the needs and lacks of our potential users.

After the interview, we also ran an online survey to obtain a quantitative data from our users.

We collected all the information from the users and sorted them together into categories

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The affinity diagram helped us see clear which problems we face and find solutions.

To better understand and paint our archetype user we did an empathy map and then we created our User Persona

A part of knowing how is our primary user persona, we draw what she felt every time she found rotten food in the fridge to get to know pain points and actionable moments on that journey.

Here is Melissa’s User Journey to finding rotten food:

We came up with a lot of ideas to help our user to be inspired while cooking with their home products. We started with paper prototype and tested it several times.

Here are some of our examples (believe me there were so much more!)

After a lot of testing, we had to change many things and we were happy for that.

Our final Low Fi prototype: