Grocery App , UX case study

Overview

I got a new challenge from UI Coach: Design a Grocery shopping and delivery service app that will find the right service or agent who can grocery shop on your behalf, exactly according to the grocery list you provide to them, and deliver the groceries to your doorstep.

Desk research

The India online grocery market size was valued at USD 2.9 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 37.1% from 2021 to 2028.

Problem statement

But in India online grocery market is limited to metro cities.

because Urban Indians still prefer grocery stores over delivery apps.

The following reasons are very common reasons behind it.

• Flexibility to pay local stores.
• you can do a further quality check on local stores.
• Indians have a strong trust in their local stores.

Goal statement

After further desk research, I found that I have to design an online grocery app that can extend itself to tier-2 and tier-3 cities in India.

Design Process

The design process is something that depends from project to project. yet the following steps must be included in every project journey.

1. Discover or Empathy
2. Define
3. Ideate
4. Prototype
5. Test

This is a loop through which every project goes and gets continuous improvement.

Competitor analysis

Big-basket and Grofers are big names in the Indian e-grocery market. I analyzed them on behalf of my problem statement why they are not in tier-2 and tier-3 cities of India.

• Target audience — Both Big-basket and Grofers have the same target audience which lives in metro-cities. but gradually they are trying to extend themselves to tier-2 and tier-3 cities.
• Business model — both follow a hybrid business model

User interview

To understand tier 2 and tier 3 cities user in depth. I conduct a user interview round.

where I asked them the following questions.

• From where do you buy your grocery?
• Do you use online grocery apps?
• Would you like to buy groceries online?
• What pain points do you have during buying groceries?
• What would you expect from online grocery platforms?
• Which pain points do you feel that doesn’t allow you to buy groceries online?

These are some questions I asked users while talking to them. I believe I should not make users feel they are having an official interview. It should be a normal conversation so that they can express their feelings without any other filter.

User journey map

After taking user interviews, I tried to draw a user journey map to understand users in depth.

User persona

After taking user interviews, I found two groups of grocery buyers in tier 2 and tier 3 cities in India.

• First is youth which is quite progressive in terms of purchasing groceries.

• The second group is middle-aged people who are quite conservative in terms of purchasing groceries. and they have a favorite local store.

• After analyzing both I found the following conclusion.

User flow

Wireframe

Low fidelity design

Final solution

Design system

Visual designs

Prototype link