CHALLENGE
Shipt is a grocery delivery app that had been engineered and designed on an as-needed basis. As Shipt grows, this ad hoc approach will start to wear thin. Grocery delivery industry is highly competitive and Shipt needs an in depth ux research and design to figure out the pain points in the service
WHAT I DID
➢ Setting goals and objectives
➢ Establishing key audiences
➢ Building personas
➢ Creating user journeys and stories
➢ Creating site maps
➢ Content audit and inventory
➢ Creating experience maps
➢ Conducting UX research
➢ Conducting competitive research
➢ Low-fidelity prototypes
➢ High fidelity prototypes
➢ Wireframes
➢ High-fidelity design
➢ Establishing key audiences
➢ Building personas
➢ Creating user journeys and stories
➢ Creating site maps
➢ Content audit and inventory
➢ Creating experience maps
➢ Conducting UX research
➢ Conducting competitive research
➢ Low-fidelity prototypes
➢ High fidelity prototypes
➢ Wireframes
➢ High-fidelity design
SETTING GOALS AND OBJECTIVES
Shipt, now acquired by Target is an online grocery delivery service launched in 2014 that lets members order groceries and alcohol from their local store for delivery right to their door. This service is based in the United States.Liquor delivery is available in some locations.
WHAT ARE THE GOALS OF THE APP?
Business Goals
● Expand customers base and market share
● Deliver products to other cities around the country.
● Compete strongly against other grocery delivery
services
● Deliver products to other cities around the country.
● Compete strongly against other grocery delivery
services
User Goals
● Convenient access to fresh produce and quality
products
● Hassle free grocery shopping done on-the-go
● Access to vast selection of products as big as the
store selection
products
● Hassle free grocery shopping done on-the-go
● Access to vast selection of products as big as the
store selection
RESEARCH 1.0
COMPETITIVE RESEARCH AND ANALYSIS
COMPETITIVE RESEARCH AND ANALYSIS
Why?
Market research forced me to look across the competitive landscape with an eye for gaps or inconsistencies in
how the competitors deliver their user experiences.
how the competitors deliver their user experiences.
Components
➢ # of SKUs/listings
➢ Primary Categories
➢ Content Type
➢ Personalization Features
➢ User Generated Content
➢ Competitive Advantage
➢ Drawbacks
➢ Heuristic Evaluation
➢ Primary Categories
➢ Content Type
➢ Personalization Features
➢ User Generated Content
➢ Competitive Advantage
➢ Drawbacks
➢ Heuristic Evaluation
View complete analysis here
RESEARCH 2.0
CONDUCTING RESEARCH
CONDUCTING RESEARCH
SURVEY: Why?
I conducted user research to find out how the target users currently use Shipt as a grocery delivery service and their experience with the interface.For relevance I surveyed 50 users from a wide range of backgrounds and parts of the U.S.A. using typeform.com. (I asked 6 Questions: 2 qualifying, 4 open.)
I conducted user research to find out how the target users currently use Shipt as a grocery delivery service and their experience with the interface.For relevance I surveyed 50 users from a wide range of backgrounds and parts of the U.S.A. using typeform.com. (I asked 6 Questions: 2 qualifying, 4 open.)
Key Insights
● Users buy groceries 1-2 times per week
● Majority spend $50 to $70 on groceries per week
● Age range 25 - 60
60% Married
28 Female - 22 Male
● They use Shipt app twice per week for grocery delivery
● They try to find ways to cut back, stay on the list and stay within the budget while shopping
● Users buy groceries 1-2 times per week
● Majority spend $50 to $70 on groceries per week
● Age range 25 - 60
60% Married
28 Female - 22 Male
● They use Shipt app twice per week for grocery delivery
● They try to find ways to cut back, stay on the list and stay within the budget while shopping
SECONDARY RESEARCH
Why?
Secondary research is helpful to understand grocery delivery service industry in depth. Looking at what other surveys found about grocery shopping patterns, I found general alignment with my findings as well as further insights.
Secondary research is helpful to understand grocery delivery service industry in depth. Looking at what other surveys found about grocery shopping patterns, I found general alignment with my findings as well as further insights.
BUILDING PERSONA
CURRENT USER FLOW
IDENTIFYING AND PRIORITIZING PAIN POINTS
1. Users have difficulty finding items
2. Items do not have accurate information/ inventory information is not detailed
3. Does not have a lot of items in stock
4. Tedious to end subscription, requires users to call and cancel
5. Cannot name lists or make multiple lists
6. Cannot reset password after creating an account
7. Product details do not add value to the product or user journey
8. Infinite scrolling on homepage to view featured categories
9. Application is not intuitive, neither “recommendations” nor “featured categories”
2. Items do not have accurate information/ inventory information is not detailed
3. Does not have a lot of items in stock
4. Tedious to end subscription, requires users to call and cancel
5. Cannot name lists or make multiple lists
6. Cannot reset password after creating an account
7. Product details do not add value to the product or user journey
8. Infinite scrolling on homepage to view featured categories
9. Application is not intuitive, neither “recommendations” nor “featured categories”
INFORMATION ARCHITECTURE
In order to reform IA of the mobile app, card sorting technique is applied.My goal is to improve the user experience of Shipt’s grocery browsing categories.The categories and sub-categories currently are too complex and unstructured so it’s information hierarchy is to be improved by a card sorting study.
Ⅰ
I conducted a closed card sorting test with 5 participants because the categories itself were repetitive and caused confusion. I wrote down the categories from the as cards and have actual users group them.
Ⅱ
In Information architecture, it is important to form an intuitive structure. The best fit for this second step was to use open card sorting because the goal was to find a better naming for categories and creating new categories. This is a robust plan to counter errors and improve user experience.
I conducted a closed card sorting test with 5 participants because the categories itself were repetitive and caused confusion. I wrote down the categories from the as cards and have actual users group them.
Ⅱ
In Information architecture, it is important to form an intuitive structure. The best fit for this second step was to use open card sorting because the goal was to find a better naming for categories and creating new categories. This is a robust plan to counter errors and improve user experience.
GOAL: Find out how Shipt users naturally sort items using the card sorting technique to determine information architecture.
20 groceries: gala apples, lemons, kale, milk, avocados, yogurt, eggs, oats, ground beef, chocolate chip cookies, cheese, peas, lettuce, chicken, tomatoes, bread, bottled water, orange juice, Baguette, almonds.
INFORMATION ARCHITECTURE
IMPROVED USER FLOW
I revised the task flow for better user journey. User flow also tackles few pain points.
UI REQUIREMENTS
Ⅰ
User Task
Arrives at homepage to search and buy items.
Requirements
A homepage for user to browse and navigate through content. A store department for user to browse through categories.Search results page for user’s searches.
Pain
- Homepage - Homepage has repetitive features, it has a section “On sale” and has “featured categories” stating similar deals. Secondly, homepage requires infinite scrolling to view deals from featured categories
- Categories are placed in a column and begins with ‘On Sale” followed by Baby-Beer-Beverages-Breads-Breakfast...Deli- Dry Goods & Pasta- Electronics- Fresh Bakery-Frozen-Home Goods.
- Search results page requires users to scroll horizontally to see categories. There are no sub categories for users to simply the process based on brand, departments
Pages to re-design: Homepage. Store Department page. Search results page.
Ⅱ
User Task
Go to a product page to view product details before adding product to the cart
Go to a product page to view product details before adding product to the cart
Requirements
A homepage or store department page to browse and further view a particular product in product page
A homepage or store department page to browse and further view a particular product in product page
Pain
- A particular product information is not detailed or lacks basic details.
- “Recommendations” viewed after product details is not intuitive based on user’s purchasing habit or order history or products relevant to the current product viewed by the user.
- Product description in the current product page does not add value to the product, it just defines product. Product description is mentioned after product so that users have all round info to make better purchasing decisions because they are purchasing online.
- Product description in the current product page does not add value to the product, it just defines product. Product description is mentioned after product so that users have all round info to make better purchasing decisions because they are purchasing online.
Pages to Design: Product page
|||
User Task
Add items to cart.
Requirements
Homepage and store department page which allow to add products to shopping cart.Individual product pages and shopping lists page also allow users to set required quantity of product that should be added to the cart.
Pain
During the shopping journey, users cannot name the list or make multiple lists for different purposes.
Pages to Design
Homepage, Store Departement page, Product Detail page, User's Shopping Lists page, Detail page of shopping list
How the design could achieve these requirements considering pain point?
Currently, users cannot name their list. Its is automatically named as “My List”. The aim of shopping list is to easily add products and create customized lists. Here, it is important to create detailed list page. This page should also include a feature that allows user to transfer particular product to the cart from a particular list or the whole list.
Ⅳ
User Task
Checks Out, Signs Up
Requirements
We need a sign up process that provides user a array of options so thats sign in process is easy. At the same time sign up process should attract new users to try the app. For this, it is important to mention free trial in the same page as sign in/sign up process. Onboarding before sign up/ sign should also contribute toward providing a pleasant experience to the user. We need a checkout flow that requires a user to log in or sign up before completing fields for: delivery window options, shipping address,payment information, confirm and pay. If user has completed checkout process earlier (has placed an order once) then all information should be saved and filled automatically for next checkout processes. Delivery confirmation should appear when checkout process is done and the order is placed.
Pain
The app directly opens to “Create account” or “Log In” option. No sign in options.This has annoyed some users. Secondly, signing in process does not provide users the choice to use
App as a guest or as free trial. This is very important for the user as they like to have an experience before committing to a long term membership. Check out process is long with no way to know how far along users are in the process. For first time users, checkout process should appear smooth and consistent and ask user to enter all the information gradually, step by step, provide tool where its needed. Delivery confirmation should also appear to inform user that his order has been received
Checks Out, Signs Up
Requirements
We need a sign up process that provides user a array of options so thats sign in process is easy. At the same time sign up process should attract new users to try the app. For this, it is important to mention free trial in the same page as sign in/sign up process. Onboarding before sign up/ sign should also contribute toward providing a pleasant experience to the user. We need a checkout flow that requires a user to log in or sign up before completing fields for: delivery window options, shipping address,payment information, confirm and pay. If user has completed checkout process earlier (has placed an order once) then all information should be saved and filled automatically for next checkout processes. Delivery confirmation should appear when checkout process is done and the order is placed.
Pain
The app directly opens to “Create account” or “Log In” option. No sign in options.This has annoyed some users. Secondly, signing in process does not provide users the choice to use
App as a guest or as free trial. This is very important for the user as they like to have an experience before committing to a long term membership. Check out process is long with no way to know how far along users are in the process. For first time users, checkout process should appear smooth and consistent and ask user to enter all the information gradually, step by step, provide tool where its needed. Delivery confirmation should also appear to inform user that his order has been received
Pages to Design: Onboarding pages- Welcome page, Sign up/Log In page, Checkout page
HIGH FIDELITY WIREFRAME
