ALL PROJECTS

Good Market case study

A novel about

PROJECT OVERVIEW

This case study was a course work in DesignLab's UX research course. I developed an app for Good Market, a local grocery store. The app lets customers browse, order and deliver their purchases.

A mockup of Good Market's phone app design

PROBLEM

Good Market's reduction in market share has threatened their survival

Good Market is a medium scale grocery franchise which focused primarily on physical stores. Although their customer satisfaction ratings have remained relatively constant over the last 4 years, their market share has decreasing by 8% each year. They believe by enabling customers to shop online, they could solve the problem as well as attract new customers.

CHALLENGES

To design an app that fits the need of Good Market's market

Magnifying glass icon

What are the characteristics of Good Market's customers?

Shopping bag icon

What do they value when doing grocery shopping?

Shopping on mobile phone icon

How do their competitors design their online platforms?

RESEARCH

We have gathered insights from customers on their difficulties shopping at Good Market

Time-consuming

They think grocery shopping in physical stores take time and rather spend it on something else

Pay for convenience

They prefer paying a bit more for grocery delivery to save time

USER PERSONA

Understanding User's Needs

We created user personas based on Good Market's data of current customers in order to better grasp their needs and pain points

User persona on Elisa Rand, a project manager who has a busy work schedule and is running out of time to take care of herself

COMPETITIVE ANALYSIS

Standardized browse and checkout process

Good Market's market research has revealed that the decline of market share is directly caused by competitor's online shopping platforms which are popular among customers. A competitive analysis was conducted to identify the platforms' processes and functions.

Good Eggs grocery store logoFresh Direct grocery store logoJou Sun grocery store logo

Good Eggs

Fresh Direct

Jou Sun

We found that all platforms share a similar browse and checkout process which is common in other shopping sites. The service offered by competitors are also similar, with some having more delivery options. Categorization of items are slightly different, but the offerings are mostly the same with some having additional meal options. The design of those platforms varies greatly. We noticed the branding and design can affect willingness to make a purchase.

CONTEXT OF USE SCENARIOS

We further defined the scope of Good Market's platform by asking questions

What is the situation where the user will need this product?

Click to expand section button

When they are in a hurry to do grocery shopping or when they don't have time/don't want to go to physical stores. This service should be accessible anywhere since the users are mostly busy professionals.

How long will the user use this product for?

Click to expand section button

When they are in a hurry to do grocery shopping or when they don't have time/don't want to go to physical stores

Will the user likely be interrupted or otherwise need to return to tasks?

Click to expand section button

It is possible since they might be using their time between work or commute. The platform must be able to save and retrieve the last progress the users made.

Will they ever use this product again? Why or why not?

Click to expand section button

The business model should retain consumers for repeat purchases. This depends on their first-time purchase experience. An unoptimized, clunky process could lead to dissatisfaction and ultimately they won't return.

Should the product exist first as a mobile or web-based product?

Click to expand section button

Considering the users' need to grab grocery on-the-go, a mobile platform/app should be developed first.

Would you need to have multiple accounts to use this product?

Click to expand section button

There shouldn't be any need for multiple accounts, since delivery addresses can be changed. There is no need to switch accounts to do shopping for friends/family.

How else could your user solve this problem without using your product? Is it possible?

Click to expand section button

Other alternatives include purchasing over at the competitors'. This could be the case if Good Market failed to offer deals/services that users deem worth. Users might also ask friends/family to help them.

How much easier is it to use your product than the alternative?

Click to expand section button

It depends on whether Good Market can offer a better shopping/returning/delivering experience, with care given to other factors such as quality of products, visual branding design, appropriate pricing, so on.

PROTOTYPING

Our research gives us insight into necessary features of Good Market's app

Keep the layout simple and efficient
Customers are expecting a time-efficient
shopping experience

Smooth mobile item select and checkout
Navigation should be streamlined and
instructions should be clear

Easy-to-understand item categorization
Item categories should be clearly defined to
avoid confusion

Card Sorting is used to know how our users think

We interviewed 3 people who match Good Market's "busy professionals" persona and asked them to sort items into self-defined categories.

We found out that some categories remain the same for the 3 interviewees - fruits, bread, snacks, vegetables and beverage(drinks); while the others vary.

The user flow is mapped out

It helps us get a better sense of the navigation of the app. We were able to iterate and perfect the details with this organization.

Sitemap

Sitemap was created to better lay out the hierarchy of the app. Iterations were made.

Wireframe

Rough wireframes were developed to further test if interactions and navigations are matched with design intentions. Some aesthetic elements has gone through changes to better fit the functional side of the app.

DESIGN RESULT

Good Market, your go-to local grocery store

If you are interested in my work please reach out via suzuka0125@hotmail.com