Case study summary :
ShopAssist
( an online grocery shopping website )
TYPE
Client project
TEAM
Neelam Shukla, Lindsey Ting and Jenny Shao
DURATION
3 week sprint
METHODS
Business analysis, heuristic evaluation, user interviews, competitive analysis, user flow, journey map, service design blueprint, sketching, wireframing, prototyping and usability testing.
TOOLS
Pen & paper, Figma, Canva, Whimsical, Miro and Mural
ROLE
UX Designer
Problem
HMW redesign the online shopping experience for a grocery website that is not fully established and is in its MVP state.
Process
Business Analysis
Pre-revenue start-up running an MVP. Company's intention is to attract atleast 200 customers in a month.
Heuristic
Evaluation
The landing page needs more visibility regarding services and costs offered.
Competitive Analysis
The homepage of other companies has more visibility around all the services they offer. Most of the competitors have mobile apps as well.
Customer
Analysis
Surveys, interviews and affinity mapping showed that the customers are unaware of the brand. They associated the USP of personal shopping assistants as pricey service.
Service
Analysis
Service design analysis showed there was the scope of improvement at the backend like an instant email confirmation, updates on orders etc.
Design studio + Prototype.
Ideated, iterated and done usability testing. Made changes in the prototype to show to clients and do some more usability testing.
Recommendations
The Key recommendations for the website
-
Product descritpions
-
Give customer the control by search filters and bread crumb
-
Check out as a guest allowed.
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Brand awareness.
Reflection
Involving the client is important during the design process.This led to more buy-in to our designs, and made sure there were no surprises for the client at the end of the project.
Being open-minded with the team and creating a collaborative space where everyone can voice their thoughts, led to a solution that we could all be proud of.
Usability testing is crucial to get fruitful feedback. However, to find out what the problem is, placing an order is helpful to evaluate the flow and services as it allows to step into customers’ shoes to experience the product and services.