For this project, we worked on the whole design process, from user research to user testing & iteration, in order to deliver the best solution.
We used several research techniques to dig deeper into the subject and to :
- Understand the consumers habits, patterns and reflexes when doing groceries
- Know how they prepare and anticipate their groceries
- Understand how they find their way in supermarkets (physical and online) and select the products they buy
- Identify the advantages/disadvantages of the different groceries options (physical and online)
We interviewed these 5 persons about their needs and habits when doing their groceries, what are their criteria when selecting products, how they navigate online and offline supermarkets and what would be the perfect grocery experience to them.
We made user tests on the actual app with 4 persons. Our goal was to collect insights about strenghts, frustrations and what could be improved on the actual version of the app.
We made observation visits in 4 stores known for their customer experience, in order to understand their navigation patterns and to identify good practices that could be applied to a 100% online experience.
Analyzing our user research learnings, we were able to identify the following customers’ frustration, that is also a opportunity for us :
the physical grocery store is the same for everyone, while we all have different consumption habits and tastes.
Thus, we refined and scoped the given challenge thanks to the “How Might We” method, and we to came up with this specific problematic to answer :
How can we help consumers find their products more efficiently,
through a personalized experience?
We benchmarked several companies in the food and entertainment industry, and found some good examples of :
We used techniques like mindmapping, brainstorming and the crazy 8s
Finally, we came up with 3 ideas, serving one ambition :
We developed our 3 ideas, and tested them with 5 users, in order to verify their relevance, as well as the fluidity and clarity of the different flows and informations.
We used the Frichti’s Design System (“La Recette”) to design the interfaces.
> A questionnaire when you connect for the first time to indicate your diet food habits and the composition of your household, in order to customize the experience
USER TESTS RESULTS
- Users understand that the questionnaire will lead to proposition of products matching their diet and habits.
- They think the questionnaire is relevant and fun to fill.
- The questionnaire is pushed at the wrong time (during the registration) when users just want to access the market quickly
- Users don’t understand why they can select only one diet - especially if they live with someone who has a different diet
Iterations after user tests :
- Push the form later in the journey for new users (on the home), once he/she has already accessed the supermarket
- Allow user to select multiple diets and indicated her/his favorites ingredients
> Personnalized experience according to the “food lover” profile :
- Products and shelves fitting the user’s diet and food habits are highlighted
- Personalized products pushed at the check-out with special offers
USER TESTS RESULTS
- Users appreciate the fact that the first shelves are the ones matching their diet (ex : organic, veggie...) because it saves time
- Users do not understand why there are still shelves not mathcing their diet (ex : meet for a veggie person)
- Users think the experience could be even more customized after completing the food lover profile
Iterations after user tests :
- Highlighting favorite products with the possibility to ass them to the cart directly from the homepage.
- Customizing not only shelves but also recipes and dishes
> Recipes matching the user’s diet with the possibility to order directly the needed ingredients on the recipe’s page (with several products’ choices for each ingredient)
> Possibility for the user to filter the recipes according his/her “food mood”
USER TESTS RESULTS
- Users bought the recipe’s products directly for the recipe’s page and found it really convenient
- They really appreciate being able to choose the product for each needed ingredient
- No one has read or used the “food mood” filter because they thought it was an ad
Iterations after user tests :
- Changing the filter pattern so the users understand it’s a filter and not an ad.
Thanks to the user tests, we were able to adjust our solution and to present it to Frichti's lead designer.
