European GROCERY

European GROCERY

European

GROCERY

In recent years, online grocery shopping has rapidly evolved from a niche curiosity to a common habit for many users, fueled further by the COVID-19 pandemic. As a result, online grocery sites have had to adapt and design experiences that cater to the needs of both new and existing users.

As part of this project, I designed a responsive website for a grocery store that specializes in selling European and International products. The website was designed to be accessible on multiple devices, providing a seamless and convenient shopping experience to users.

USER RESEARCH

USER RESEARCH

E-COMMERCE

MOBILE APP

MOBILE WEB

UX / UI

UX / UI

iOS

iOS

PROTOTYPING

WEB

RESPONSIVE

Prototype

Prototype

Prototype

Figma File

TIMELINE

TIMELINE

TIMELINE

2 Weeks

Design Sprint

2 Weeks

Design Sprint

2 Weeks

Design Sprint

RESPONSIBILITIES

RESPONSIBILITIES

RESPONSIBILITIES

User Research
Information Architecture
UI Design
Design System
Prototyping
Usability Testings

User Research
Information Architecture
UI Design
Design System
Prototyping
Usability Testings

User Research
Information Architecture
UI Design
Design System
Prototyping
Usability Testings

TOOLS

TOOLS

TOOLS

CONTEXT

CONTEXT

CONTEXT

The focus of this project was to redesign the website of a grocery store that specializes in European products. The objective is to create an enhanced online shopping experience for customers by delivering a visually appealing, user-friendly, and intuitive website. The redesign will focus on optimizing the website's functionality, including improving the cart and checkout process, simplifying the search feature, and introducing user-friendly design elements to enhance ease of use.


The project will involve various stages, such as user research, ideation, prototyping, testing, and iteration, with the ultimate goal of delivering a seamless and efficient platform that caters to the needs of the grocery store's customers. By creating a platform that offers a hassle-free shopping experience, the redesign aims to increase customer satisfaction, drive loyalty, and ultimately enhance the company's overall business performance.

CHALLENGE

CHALLENGE

CHALLENGE

The website was difficult to navigate, users had trouble finding products, encountered errors during checkout, and adding items to the cart was a challenge. The challenge was to identify the pain points of the previous website, conduct research to understand user needs, and design a new website that would offer a seamless and intuitive user experience.

DESIGN PROCESS

DESIGN PROCESS

DESIGN PROCESS

Empathize

Empathize

Empathize

To ensure that the redesign addressed user needs, I began by conducting competitive analysis and user research to understand the motivations, pain points, and shopping habits of users. This involved conducting interviews with 9 individuals, including some who were already shoppers at European Grocery, to gain insights into their experiences with both online and in-store shopping. I also made a card sorting with 3 users.

To ensure that the redesign addressed user needs, I began by conducting competitive analysis and user research to understand the motivations, pain points, and shopping habits of users. This involved conducting interviews with 9 individuals, including some who were already shoppers at European Grocery, to gain insights into their experiences with both online and in-store shopping. I also made a card sorting with 3 users.

To ensure that the redesign addressed user needs, I began by conducting competitive analysis and user research to understand the motivations, pain points, and shopping habits of users. This involved conducting interviews with 9 individuals, including some who were already shoppers at European Grocery, to gain insights into their experiences with both online and in-store shopping. I also made a card sorting with 3 users.

COMPETITIVE ANALYSIS INSIGHTS

COMPETITIVE ANALYSIS INSIGHTS

COMPETITIVE ANALYSIS INSIGHTS

As part of my research, I conducted a competitive analysis to understand how other online grocery stores, such as Amazon Fresh, Target, Whole Foods, and Instacart, were serving their customers. I discovered that the main strength of these competitors was their quick and convenient delivery services. However, one of the main weaknesses of these competitors was that they often charged membership fees and delivery fees, particularly for orders under a certain price. In contrast, European Grocery did not charge membership fees and offered competitive pricing.

Moreover, European Grocery had a unique selling point in that they specialized in selling European products that were not readily available in other grocery stores. This was a key differentiator that could be leveraged in the redesign to enhance the customer experience and drive more traffic to the website.

As part of my research, I conducted a competitive analysis to understand how other online grocery stores, such as Amazon Fresh, Target, Whole Foods, and Instacart, were serving their customers. I discovered that the main strength of these competitors was their quick and convenient delivery services. However, one of the main weaknesses of these competitors was that they often charged membership fees and delivery fees, particularly for orders under a certain price. In contrast, European Grocery did not charge membership fees and offered competitive pricing.

Moreover, European Grocery had a unique selling point in that they specialized in selling European products that were not readily available in other grocery stores. This was a key differentiator that could be leveraged in the redesign to enhance the customer experience and drive more traffic to the website.

As part of my research, I conducted a competitive analysis to understand how other online grocery stores, such as Amazon Fresh, Target, Whole Foods, and Instacart, were serving their customers. I discovered that the main strength of these competitors was their quick and convenient delivery services. However, one of the main weaknesses of these competitors was that they often charged membership fees and delivery fees, particularly for orders under a certain price. In contrast, European Grocery did not charge membership fees and offered competitive pricing.

Moreover, European Grocery had a unique selling point in that they specialized in selling European products that were not readily available in other grocery stores. This was a key differentiator that could be leveraged in the redesign to enhance the customer experience and drive more traffic to the website.

USER INTERVIEWS INSIGHTS

USER INTERVIEWS INSIGHTS

USER INTERVIEWS INSIGHTS

During the research phase, I identified several pain points that users experienced when shopping in person at the grocery stores including difficulty in finding items, forgetting items, spending too much time shopping, standing in long lines, and dealing with crowded stores.

When it came to shopping online, I found that users had concerns about the quality of the food they were purchasing, perceived higher costs compared to in-store shopping, delayed delivery, and confusion around substitution options.

I used the data collected to create an affinity map, which helped me identify common themes and trends in users' experiences.

During the research phase, I identified several pain points that users experienced when shopping in person at the grocery stores including difficulty in finding items, forgetting items, spending too much time shopping, standing in long lines, and dealing with crowded stores.

When it came to shopping online, I found that users had concerns about the quality of the food they were purchasing, perceived higher costs compared to in-store shopping, delayed delivery, and confusion around substitution options.

I used the data collected to create an affinity map, which helped me identify common themes and trends in users' experiences.

During the research phase, I identified several pain points that users experienced when shopping in person at the grocery stores including difficulty in finding items, forgetting items, spending too much time shopping, standing in long lines, and dealing with crowded stores.

When it came to shopping online, I found that users had concerns about the quality of the food they were purchasing, perceived higher costs compared to in-store shopping, delayed delivery, and confusion around substitution options.

I used the data collected to create an affinity map, which helped me identify common themes and trends in users' experiences.

Most important for shoppers

To know the product availability
To be able to reorder from previous purchases
To have fast and free delivery or pickup option

To know the product availability
To be able to reorder from previous purchases
To have fast and free delivery or pickup option

Concerns

Quality
Availability
Substitution

Quality
Availability
Substitution

Advantages of online grocery shopping

To know the product availability
To be able to reorder from previous purchases
To have fast and free delivery or pickup option

User Quotes

User Quotes

User Quotes

“I am happy when delivery is fast and all products are fresh.”

“My biggest concern is a quality of products”

“ I shop online when I don’t have a time to go to the store.”

View the Affinity Map

This information was used to inform the design decisions for the new website, ensuring that it addressed user needs and improved the overall shopping experience.

Define

Define

Define

The data collected from user interviews, affinity mapping, and research was utilized to create two user personas in order to identify their primary needs and challenges. From there, two problem statements were formulated, which ultimately led to the development of a final solution statement.

The data collected from user interviews, affinity mapping, and research was utilized to create two user personas in order to identify their primary needs and challenges. From there, two problem statements were formulated, which ultimately led to the development of a final solution statement.

The data collected from user interviews, affinity mapping, and research was utilized to create two user personas in order to identify their primary needs and challenges. From there, two problem statements were formulated, which ultimately led to the development of a final solution statement.

Personas

Personas

Personas

Alex

Alex

Alex

“I love Eastern European food and miss it a lot but I don't want to spend hours preparing meals after a long working day.”

Age / Gender

35 / Male

Occupation

Software Engineer

Location

Bellevue, WA

Bio

Alex is a single full-time software engineer. He moved to the United States a few years ago. He is missing Eastern European food and usually doesn't want to prepare dinner after a long working day. Alex is often shopping for prepared meals and the same list of delicious products at the European Grocery store close to his apartment. However, with his busy schedule, he finds it hard to find time to go to the store and wait in long lines. He needs a better way to shop at this store. He wants to be able to reorder the same list of
products online and to have the option to pick up his order when he is driving home from work.

Behaviors

  • Loves Eastern European cuisine

  • Doesn’t like to prepare food

  • Has a list of delicious items

  • Manage her daily stresses and anxieties

  • Learn how to better cope with her autoimmune condition

Goals

  • Be able to order groceries and prepared meals online

  • Spend less time for groceries shopping

  • Be able to pick up his order

Frustrations

  • Be able to order groceries and prepared meals online

  • Spend less time for groceries shopping

  • Be able to pick up his order

Maria

Maria

Maria

"I want to be able to prepare traditional Eastern European dishes for my family and friends."

Age / Gender

27 / Female

Occupation

Dental Assistant

Location

Seattle, WA

Bio

Maria is a full-time dental assistant. Her parents moved to the United States when she was 5 years old. Even though she grew up in America she is still speaking Ukrainian with her family and always tries to help her parents prepare traditional Eastern European dishes. She knows all the recipes but finds it hard to find all the ingredients for European dishes in regular grocery stores. She is usually spending an hour driving to the Eastern European store to buy all the ingredients for her family dinner. Moreover, she loves to explore a big variety of different European groceries and would always find some new delicious product. Maria would love to have the option to explore those varieties of products at home and to be able to order them online with a fast delivery service.

Behaviors

  • Loves to prepare traditional dishes

  • Would spend an hour driving to the closest European store to buy all the ingredients

  • Loves to explore and find new products

Goals

  • To explore different varieties of products

  • To buy all the ingredients in one place

  • To save time ordering online and get a fast delivery

Frustrations

  • Can’t find all the ingredients in local stores

  • Spends too much time driving to the

  • European Store

  • There is no option to get delivery from the European store

Primary Persona Problem Statement

Primary Persona Problem Statement

Primary Persona Problem Statement

Alex wants to spend less time shopping for European groceries in-store. He needs a way to order the list of his favorite items online.

Alex wants to spend less time shopping for European groceries in-store. He needs a way to order the list of his favorite items online.

Alex wants to spend less time shopping for European groceries in-store. He needs a way to order the list of his favorite items online.

Secondary Persona Problem Statement

Secondary Persona Problem Statement

Secondary Persona Problem Statement

Maria would like to be able to explore different varieties of products at the European store and to order them online with a fast delivery service.

Maria would like to be able to explore different varieties of products at the European store and to order them online with a fast delivery service.

Maria would like to be able to explore different varieties of products at the European store and to order them online with a fast delivery service.

Solution Statement

Solution Statement

Solution Statement

European Store is a website that could help both: Alex and Maria save their time shopping for favorite European products. They can explore different varieties of items, order them online, reorder from previous purchases list, and get a fast delivery or pick-up from the store in a few clicks.

European Store is a website that could help both: Alex and Maria save their time shopping for favorite European products. They can explore different varieties of items, order them online, reorder from previous purchases list, and get a fast delivery or pick-up from the store in a few clicks.

European Store is a website that could help both: Alex and Maria save their time shopping for favorite European products. They can explore different varieties of items, order them online, reorder from previous purchases list, and get a fast delivery or pick-up from the store in a few clicks.

View Personas

Based on my personas and their problems I created a task flow and a concept of a sitemap.

Based on my personas and their problems I created a task flow and a concept of a sitemap.

Based on my personas and their problems I created a task flow and a concept of a sitemap.

Task FLOWS

Task FLOWS

Task FLOWS

Alex is adding products from his past purchases list and proceeding to checkout choosing the pick-up method

Alex is adding products from his past purchases list and proceeding to checkout choosing the pick-up method

Alex is adding products from his past purchases list and proceeding to checkout choosing the pick-up method

Maria is adding products from Categories and proceeding to checkout choosing a delivery option

Maria is adding products from Categories and proceeding to checkout choosing a delivery option

Maria is adding products from Categories and proceeding to checkout choosing a delivery option

Sitemap

Sitemap

Sitemap

Ideate

Ideate

Ideate

Relying on my research I started the sketching process.

Relying on my research I started the sketching process.

Relying on my research I started the sketching process.

Then I turned sketches into digital wireframes.

Then I turned sketches into digital wireframes.

Then I turned sketches into digital wireframes.

PROTOTYPE

PROTOTYPE

PROTOTYPE

I prototyped the Mid-Fidelity Wireframes, bringing the design to an interactive stage where users could test and provide feedback on the usability and functionality of the app.

View Mid-Fidelity Prototype

Usability Testing

Usability Testing

Usability Testing

To assess the efficacy of the app's new design, we carried out three rounds of usability testing for each task. During these sessions, we closely observed how users interacted with the app and solicited feedback to uncover any lingering issues. Subsequently, we incorporated the insights gleaned from the testing to refine the app's usability and overall quality.

High Fidelity Wireframes

High Fidelity Wireframes

High Fidelity Wireframes

After conducting usability tests and receiving feedback, I made some changes and proceeded to develop high-fidelity wireframes for both the web and mobile versions of the website.

CONCLUSION

CONCLUSION

CONCLUSION

Through this project, I demonstrated the importance of user research and iterative design in creating a user-friendly and efficient e-commerce platform. By prioritizing the needs of users and making significant changes to the design, I was able to deliver a platform that met the needs of the target audience and provided a hassle-free shopping experience.

Through this project, I demonstrated the importance of user research and iterative design in creating a user-friendly and efficient e-commerce platform. By prioritizing the needs of users and making significant changes to the design, I was able to deliver a platform that met the needs of the target audience and provided a hassle-free shopping experience.

Through this project, I demonstrated the importance of user research and iterative design in creating a user-friendly and efficient e-commerce platform. By prioritizing the needs of users and making significant changes to the design, I was able to deliver a platform that met the needs of the target audience and provided a hassle-free shopping experience.

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