Good Market

UX Research & Interaction Design
Project Overview
Good Market is a local grocery store that is facing a decrease in market shares. Create a grocery delivery service for Good Market that appeals to their average customer, the young professional.
Proposed Solution
Online grocery shopping and delivery service with the ability to track a user’s delivery and an easily accessible option to replace an “out of stock” item.
Aligning Goals
Before starting research, it was important to first align business and customer goals. From this I was able to see a clear goal that is to be accomplished, as well as anticipated pain points. This is a helpful tool to refer back to when making design decisions later in the process.
Comparative Analysis
I then needed to see what competitors are out there, what they offered, and opportunities for improvement and differentiation with Good Market’s online service.
View Comparative Analysis
Usability Competitive Analysis
Usability heuristics were used to identify specific functions within other services, and whether they provided a positive or negative user experience. After doing this, I was able to see what common functions to include in the overall product and how certain UI elements can affect a user’s flow.
View Usability Competitive Analysis
Competitor Reviews
After digging into reviews other users have posted about competing services, this helped me see on a broader scale what common issues others were having. I found that a lot of people complained that an item that was out of stock was not replaced with their preferred item. It seemed that users were not even made aware that there was an option to select a replacement in most grocery delivery services. It was made clear to me that this option would have to be more clearly, and easily accessible.
Card Sorting

Conducting a card sorting activity with three different participants gave understanding to how users would group information together.

Card Sorting Findings

It was brought to my attention that people can very quickly categorize the main food groups. The other items, such as olive oil, were harder to place. After placing the clear categories of food (meat, dairy, grains, fruits/veggies) the participants came up with two other categories (essentials and optional/snacks). Since the participants came up with the main food groups first, I feel that it would be smart to have those listed first when browsing categories within the app. Some items were interchangeable between snacks and grains. More essential items, such as bread and pasta, will go in the grains category above snacks. That way if users can’t find what they need in one category then they can quickly find it in the next, rather than having to scroll down further.

Categories:

Meats
Dairy
Fruits/Vegetables
Grains
Snacks
Beverages
Cooking Essentials

Analyzing the competing services and their usability, reviews on common issues, and conducting a card sorting activity, well informed the actions and functions that should take place.

User Flow

A user flow was produced by laying out the actions and pages that needed to take place in order for the user to complete the process of finding an item, adding to cart, and checking out.

Site Map

Building a site map gave a more detailed framework for which pages and functions would be needed.

Solution

The solution is an online grocery shopping and delivery service with the ability to track a user’s delivery and an easily accessible option to replace an “out of stock” item.