How might we help students and young professionals reduce household stress by making fresh farm produce shopping convenient? During my internship, I designed the grocery app for Jim’s Fresh to create a seamless and convenient shopping experience for users.
Jim's Fresh
Industry
E-commerce
ROLE
Research, UI/UX Design
DURATION
6 Weeks
Project
Overview
Jim’s Fresh aimed to create a grocery app to streamline and elevate the shopping experience, making it quick and convenient for users. The focus was on providing easy access to locally sourced, organic produce while delivering a seamless and enjoyable shopping experience that aligns with both business objectives and user needs.
Approach
I tackled the project in three phases.
Discovery- Competitor analysis, User research, The problem space
Ideation- Persona Development, Information architecture
Design- Wireframes, High fidelity screens
Target Users
The potential users for the grocery app included busy professionals, seniors, and students:
These groups value convenience, efficiency, and reliability, making them ideal users for a grocery app focused on ease and access to fresh, local produce.
Research & Uncovered Insights
To thoroughly understand the target users, I conducted a competitive analysis to assess how well market competitors meet user needs. To gain deeper insights into user routines and the challenges they face, I also conducted a survey and held in-depth interviews. Through these interactions, I uncovered key needs and pain points, which provided valuable insights for designing an effective grocery app.
Goals
• Develop a well-rounded understanding of the problem space.
• Gain insights into users' routines to design a solution.
• Evaluate how well current apps or methods meet users’ needs and where they fall short.
Competitor Analysis
For the competitive analysis, I chose 4 companies: Grocery Butler, Unocart, Yourgrocer, and Milk Run. By evaluating their features, user experiences, and market positioning, I aimed to identify strengths and weaknesses that would inform the design of our grocery app and better meet the needs of our target users.
Key findings-
• Quick Shopping Efficiency: Streamline purchases of basic grocery items.
• Limited Specialty Variety: Address gaps in specialty and organic product options.
• Personalized Shopping: Offer tailored lists and promotions for a customized experience.
• Local Sustainability Focus: Highlight community connections with local, sustainable products.
• Regional Availability: Expand access beyond limited geographic regions.
• Freshness Subscription Model: Deliver high-quality local produce with flexible options.
User Research
I conducted a survey with 32 participants and held 4 interviews, gaining valuable insights into their needs and pain points. Here are the key findings.
Research Methods:
• Questionnaires/Surveys
• User Interviews
The Problem space
After speaking with potential users, we found they currently struggle with:
• Balancing social life, physical activity, extracurriculars, academics, and self-care is tough.
• Grocery shopping is frustrating due to crowded aisles and long queues.
• Users find it difficult to quickly locate specific items.
• Busy schedules often cause users to skip grocery shopping and miss meals.
• Users want high-quality, fresh products but find it difficult to access reliable sources.
Meet our user groups…
After conducting user research and interviews, I gained a foundational understanding of our potential users. I then created a persona to humanize the user and ensure their needs and desires were clearly defined. This process helped me align future design decisions with real user needs.
Putting our thinking caps
Analysing Riya's as-is situation...
How does Riya look for food at present?
What does users struggle with the most?
Painpoints...
I was able to get a better perspective of the pain points of the user group after analysing their responses.
In our ideation process, we explored various ideas and, after careful evaluation, focused on feasible, impactful concepts that aligned with our project goals and user needs. I then created the information architecture for the app to establish a clear structure.
As a user of this system, I can:
• Onboard myself.
• Set up my profile, and food preferences.
• Create a list of repetitive items you want to remember for every grocery order.
• Create a personalized event list.
• Plan your delivery date and time.
• Explore fresh farm produce.
• Get fresh food items at affordable prices.
Bringing visions to reality...
I created a visual design system for the app to make the process of creating high-fidelity screens easy. I decided to maintain consistency with the fonts and visual content for an appealing yet convenient experience. “Orange” was chosen as the primary color to evoke warmth and energy, reflecting the app's vibrant and fresh approach to grocery shopping.
What exactly does “Jim’s Fresh Grocery App” offer?
Convenience at Your Fingertips!
The Home feed consolidates all grocery essentials. Users can effortlessly browse categories like fruits, dairy, meats, and weekly specials, making it easy to find products and add them to the cart with just a few taps—putting convenience at the center of every shopping experience.
Plan easily!
Effortlessly plan deliveries with flexible scheduling options. Users can choose a preferred delivery address, select convenient dates and time slots, and review scheduled orders—all in one streamlined interface.
Personalize your needs..
The personalized list feature allows users to organize their shopping effortlessly. By adding items to customizable lists, like "Weekend List" or "Birthday Party," users can quickly prepare for specific occasions. This functionality ensures a streamlined shopping experience tailored to individual needs.
Easy onboarding!
The signup process is streamlined to capture only essential details, allowing users to register quickly and efficiently. An intuitive flow and social login options minimize drop-offs, enhancing the overall onboarding experience.
Transparent Payment Experience..
The payment process is designed to be seamless and user-friendly, offering multiple payment options including credit cards, debit cards, and PayPal. A clear summary of the bill details, applied discounts, and total amount ensures transparency. The "Add New Card" feature allows users to save cards for future transactions, making checkout faster and more efficient.
User Feedback: First Delivery Experience
Through the Jim's Fresh app, we aimed to make grocery shopping for fresh produce both convenient and reliable. Our first delivery was a success, with positive feedback from early users.
"The fresh produce arrived in excellent condition, clearly selected with care to meet high-quality standards. Users appreciated how easy it was to choose local products from their phones, eliminating the hassle of in-store shopping."
"The fresh produce arrived in excellent condition, clearly selected with care to meet high-quality standards. Users appreciated how easy it was to choose local products from their phones, eliminating the hassle of in-store shopping."
