

Introduction
This project zoomed into how 'Buy Me a New Home' customers engaged in online grocery shopping - why they engage in online grocery shopping and
their current mobile experience while shopping
for grocery using Grocery Gateway mobile app.
Grocery Gateway has a mobile and web-based grocery shopping application and they focus on delivering quality service
to customers from
the screen display all the way to the physical delivery of orders.
From the interview it was confirmed that persons from the 'Buy Me A New Home' group usually shop for grocery online because they want to save time and
find it convenient. Whether they shop online or in the physical store they usually shop on a budget.
However, grocery shopping differs from the physical grocery shopping because customers can't be sure on exactly what grocery they would
receive and they usually shop for grocery on a weekly basis and this grocery usually go into meal preparations for their families.
We also identified certain areas on Grocery Gateway mobile app that could improve user experience and were tasked to demonstrate
how showing the calculated price
in real-time while customers update the quantity of a product can improve their experience.
Date:
October, 2017 - January, 2018
Project:
Improving Online Grocery Shopping Experience
Name:
Shafeeza Hussain, Rajapaksha, Tejpal Singh, Nasrullah, Vamshi
Skills:
- Contextual Inquiry
- Persona Creation
- Discussion Guide and Interviewing
- Affinity Diagramming
- Scenario Mapping

Problem/Opportunity
Shopping for grocery online differs from the physical grocery shopping and other
online shopping. A new user may also have a different experience from a current online grocery shopper.
Similarly, a user's experience might be different if they use their mobile phones as opposed to their laptops.
Therefore, to improve users' experience it is important to empathize with current and prospective customers and observe them
as they shop for grocery online.

User Centered Design Process
Below gives more details to what happened during the different stages.
As this was our first time doing a user experience design project of this sort
it was not a process we could have foreseen but it naturally happened as we were completing
assignments.

Early User Observation
My team and I first tried to reflect on shopping in general, empathize with persons from
'Buy Me a New Home' user group and focused on online shopping. Persons from 'Buy Me A New Home' user group
are couples who are double earners between 28-40 years.
From interview, observation and online research
we created two personae to represent customers
from this user group. Our personae show that these are busy and thrifty individuals who focus on maintaining their families as well as managing their
work to maintain comfortable lives. These customers would be attracted to sales, healthy foods for their families and convenience.

Persona
One of our personae, Suzie Chan, is a teacher and a mother of two.
She finds fetching heavy items and grocery shopping very tiresome especially more so in the winter.
She's thrifty and usually looks for sales because she likes to get the best deals.
Our other persona, Emily Charles, is a mother of two who also has pets. She also focuses on her career.
Both of our personae are married working mothers who have busy lives.

User Interview
We were tasked with interviewing two users - one is an existing Grocery Gateway customer and the other is a new Grocery Gateway customer.
Both users had to complete a set of scenarios using the Grocery Gateway mobile app and both interviews
had a moderator and one or two observers.
The users were asked questions about their general shopping experience, online shopping and about the scenarios they completed.
The output from the sessions were video and audio recordings, participant's consent forms and observation notes.

Executive Research Presentation
After the interview we analysed our findings by discussion,brainstorming, affinity diagramming and scenario mapping.
We then put together our findings to present to the executives at
Grocery Gateway. We presented our top user insights and recommendations. Here is a link to our presentation.
Click here to view our Executive Summary Presentation.

Affinity Diagramming
Because we had lots of information from the interview sessions, as a group we tried to make sense of all the information because
there was an abundance of data collected.
We found that the affinity diagramming was a great tool to organise our thoughts and help us to agree on what areas we should focus on.
The Affinity Diagram shown is a summary of the affinity diagram we created. We used real-time board to collaborate because we worked remotely
to create the affinity diagram.

Customer Journey Map
Our task was to demonstrate how showing the updated price next to the product
when the quantity is increased or decreased will improve user's experience.
We created a journey map to show how the user might end up taking unnecessary
steps to complete this task. And how Grocery Gateway can take less of the
user's time by simply showing the calculated price next to the product.

Wireframe Showing Idea 1

Wireframe Showing Idea 2
Wireframing
We came up with 2 solutions. Solution 1
Simply show the price next to the product.
Solution 2
Here we proposed a more ambitious idea. We observed that every time the user clicks the plus or minus button a request is sent to the server. Many times when it comes to grocery shopping people would order multiple of the same item. By letting the user reach the desired quantity and then clicking on a button that adds to cart (which would then send a request to the server) can potentially reduce the number of server requests and can potentially improve overall performance. Hence the proposal for the second design.