sm.
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West Street
PRODUCE
West Street
PRODUCE
West Street
PRODUCE
West Street
PRODUCE
Creating an efficient and quick online shopping experience
Creating an efficient and quick online shopping experience
Creating an efficient and quick online shopping experience
West Street Produce store is a favourite amongst the locals. They offer fresh, locally grown produce at low prices. Their friendly staff are always happy to help you pick the best seasonal produce.
West Street Produce store is a favourite amongst the locals. They offer fresh, locally grown produce at low prices. Their friendly staff are always happy to help you pick the best seasonal produce.
Problem.
West Street Produce is facing a decline in customer satisfaction, with shoppers frequently leaving the store dissatisfied and some choosing not to return.
The main issues reported by customers include cramped aisles and congested checkout areas, leading to a frustrating and uncomfortable shopping experience.
Problem
West Street Produce is facing a decline in customer satisfaction, with shoppers frequently leaving the store dissatisfied and some choosing not to return.
The main issues reported by customers include cramped aisles and congested checkout areas, leading to a frustrating and uncomfortable shopping experience.
Objective.
Together with the owners of West Street Produce our aim is to improve the shopping experience by addressing key customer pain points.
Our goal is to create a solution which delivers a more enjoyable and efficient experience, increase customer satisfaction, and build loyalty and positive word of mouth.
Objective
Together with the owners of West Street Produce our aim is to improve the shopping experience by addressing key customer pain points.
Our goal is to create a solution which delivers a more enjoyable and efficient experience, increase customer satisfaction, and build loyalty and positive word of mouth.
Timeline.
4 months
Timeline.
4 months
Role.
UX UI Designer
Role.
UX UI Designer
Tools.
Figma, Miro and Illustrator
Tools.
Figma, Miro and Illustrator
Research.
I started with thorough research, including surveys, interviews, and in-store observations, to identify the key pain points our customers face. We also performed heuristic evaluations of two produce delivery apps to pinpoint usability issues and uncover problems that could affect the user experience.
Research
We started with thorough research, including surveys, interviews, and in-store observations, to identify the key pain points our customers face. We also performed heuristic evaluations of two produce delivery apps to pinpoint usability issues and uncover problems that could affect the user experience.
Research - Quantitative.
We surveyed 30 people that lived locally in the area, and here are the key insights gathered.
Research - Quantitative
We surveyed 30 people that lived locally in the area, and here are the key insights gathered.
Research - Quantitative.
We surveyed 30 people that lived locally in the area, and here are the key insights gathered.
Research - Qualitative.
Our interviews with three regular customers revealed valuable feedback about their shopping experiences.
Research - Qualitative
Our interviews with three regular customers revealed valuable feedback about their shopping experiences.
The Actual Problem.
Insights from the surveys and interviews revealed that the actual problem for West Street Produce is the difficulty in finding parking, particularly for busy mothers. This challenge adds unnecessary stress and turns shopping into a frustrating experience, leaving customers feeling aggravated even before they enter the already crowded store.
The Actual Problem
Insights from the surveys and interviews revealed that the actual problem for West Street Produce is the difficulty in finding parking, particularly for busy mothers. This challenge adds unnecessary stress and turns shopping into a frustrating experience, leaving customers feeling aggravated even before they enter the already crowded store.
Our Persona.
After analysing our research, it became evident who was most impacted by the challenges at West Street Store. Meet Jessica, a busy mother and our primary persona.
Our Persona
After analysing our research, it became evident who was most impacted by the challenges at West Street Store. Meet Jessica, a busy mother and our primary persona.
Jessica's journey map.
To gain deeper insight into Jessica's perspective, we created a detailed customer journey map that highlights both her pain points and the aspects she enjoys about shopping at the West Street store.
Jessica's journey map
To gain deeper insight into Jessica's perspective, we created a detailed customer journey map that highlights both her pain points and the aspects she enjoys about shopping at the West Street store.
Jessica's storyboard.
We developed a storyboard to visualise how Jessica would interact with the app, showcasing how it could save her time and alleviate some of her personal pain points.
Jessica's storyboard
We developed a storyboard to visualise how Jessica would interact with the app, showcasing how it could save her time and alleviate some of her personal pain points.
User flow.
After conducting a heuristic evaluation of two local delivery apps, I developed a user flow. I then iterated on it on users, reducing the number of screens to streamline the shopping process and enhance efficiency.
User flow
After conducting a heuristic evaluation of two local delivery apps, I developed a user flow. I then iterated on it on users, reducing the number of screens to streamline the shopping process and enhance efficiency.
Wireframes.
My wireframes mapped out the placement of key elements, enabling stakeholders to focus on functionality, user flow, and usability. This helped identify potential issues early on and allowed me to refine the user experience before moving into detailed design and high-fidelity prototypes.
Wireframes
Our wireframes mapped out the placement of key elements, enabling stakeholders to focus on functionality, user flow, and usability. This helped identify potential issues early on and allowed me to refine the user experience before moving into detailed design and high-fidelity prototypes.
Mood board.
Stakeholders requested a fun and feminine app that deviates from traditional produce app designs and a design that caters for a Jessica type persona. The green and pink colour scheme evokes freshness and playfulness, aligning with the desired aesthetic.
Mood board
Stakeholders requested a fun and feminine app that deviates from traditional produce app designs and a design that caters for a Jessica type persona. The green and pink colour scheme evokes freshness and playfulness, aligning with the desired aesthetic.
Hi Fidelity.
Hi Fidelity
User Testing on 5 persona user types.
User Testing
Iterations implemented.
Iterations implemented
User Testing on 5 user persona types.
Prototype.
Let’s explore the key features, all designed to save Jessica time.
1
Bought Before
By allowing Jessica to reorder her frequently purchased items, she can save time and avoid the hassle of manually adding each item through the app.
1
Bought Before
By allowing Jessica to reorder her frequently purchased items, she can save time and avoid the hassle of manually adding each item through the app.
2
Recipe of the Day
The recipe of the day eliminates the hassle of deciding what to cook for dinner, saving Jessica time and simplifying meal planning.
2
Recipe of the Day
The recipe of the day eliminates the hassle of deciding what to cook for dinner, saving Jessica time and simplifying meal planning.
3
Ugly Food
Ugly food helps the environment by reducing landfill waste, which matters to Jessica as she wants her children to grow up in a healthy world.
3
Ugly Food
Ugly food helps the environment by reducing landfill waste, which matters to Jessica as she wants her children to grow up in a healthy world.
4
Seasonal Boxes
Seasonal produce boxes are perfect for Jessica, allowing her to order fresh, in-season items without needing to know what's currently available.
4
Seasonal Boxes
Seasonal produce boxes are perfect for Jessica, allowing her to order fresh, in-season items without needing to know what's currently available.
5
Easy Sign In
and Free Delivery
With a simple login and free delivery, Jessica can quickly place her order and have it delivered hassle-free.
5
Easy Sign In
and Free Delivery
With a simple login and free delivery, Jessica can quickly place her order and have it delivered hassle-free.
Prototype.
Let’s explore the key features, all designed to save Jessica time.
Prototype
Let’s explore the key features, all designed to save Jessica time.
Bought Before
By allowing Jessica to reorder her frequently purchased items, she can save time and avoid the hassle of manually adding each item through the app.
Recipe of the Day
The recipe of the day eliminates the hassle of deciding what to cook for dinner, saving Jessica time and simplifying meal planning.
Ugly Food
Ugly food helps the environment by reducing landfill waste, which matters to Jessica as she wants her children to grow up in a healthy world.
Easy Sign In
and Free Delivery
With a simple login and free delivery, Jessica can quickly place her order and have it delivered hassle-free.
Seasonal Boxes
Seasonal produce boxes are perfect for Jessica, allowing her to order fresh, in season items without needing to know what's currently available.
Reflection and Next Steps.
The app was originally designed to support click-and-collect services. However, research revealed that the primary source of customer frustration was the lack of available parking, which caused inconvenience even before they arrived at the store.
To address this issue, we introduced a free home delivery option, effectively eliminating the parking problem and providing a more convenient shopping experience for users.
Looking ahead, we plan to reintroduce the click-and-collect feature within the app, giving customers the flexibility to choose between home delivery and in-store pickup. Pending local council approval, we also aim to establish a designated 2-minute parking spot at the front of the store for those who prefer picking up their orders in person.
For further app improvements, I recommend the following features:
Allow users to view their running total throughout the shopping process, helping them stay aware of their spending.
Enable users to order ingredients directly from the 'Recipe of the Day' feature, streamlining the shopping experience and promoting new recipe ideas.
These enhancements will improve the app's overall usability, ensuring a smooth and enjoyable experience for customers.
Reflection and Next Steps.
The app was originally designed to support click-and-collect services. However, research revealed that the primary source of customer frustration was the lack of available parking, which caused inconvenience even before they arrived at the store.
To address this issue, we introduced a free home delivery option, effectively eliminating the parking problem and providing a more convenient shopping experience for users.
Looking ahead, we plan to reintroduce the click-and-collect feature within the app, giving customers the flexibility to choose between home delivery and in-store pickup. Pending local council approval, we also aim to establish a designated 2-minute parking spot at the front of the store for those who prefer picking up their orders in person.
For further app improvements, I recommend the following features:
Allow users to view their running total throughout the shopping process, helping them stay aware of their spending.
Enable users to order ingredients directly from the 'Recipe of the Day' feature, streamlining the shopping experience and promoting new recipe ideas.
These enhancements will improve the app's overall usability, ensuring a smooth and enjoyable experience for customers.
Reflection and Next Steps
The app was originally designed to support click-and-collect services. However, research revealed that the primary source of customer frustration was the lack of available parking, which caused inconvenience even before they arrived at the store.
To address this issue, we introduced a free home delivery option, effectively eliminating the parking problem and providing a more convenient shopping experience for users.
Looking ahead, we plan to reintroduce the click-and-collect feature within the app, giving customers the flexibility to choose between home delivery and in-store pickup. Pending local council approval, we also aim to establish a designated 2-minute parking spot at the front of the store for those who prefer picking up their orders in person.
For further app improvements, I recommend the following features:
Allow users to view their running total throughout the shopping process, helping them stay aware of their spending.
Enable users to order ingredients directly from the 'Recipe of the Day' feature, streamlining the shopping experience and promoting new recipe ideas.
These enhancements will improve the app's overall usability, ensuring a smooth and enjoyable experience for customers.