From Aisle to Apps
A case study I completed during my Specialist Diploma in User Experience and Digital Product Design at Singapore Polytechnic focused on creating a seamless in-store supermarket shopping experience.
Using Cold Storage as the subject of study, it reimagines the entire journey, from the comfort of home to the in-store checkout, showcasing how innovative design can transform grocery shopping.
Disclaimer: Cold Storage is not involved in or aware of this project. This case study is purely for educational purposes and was conducted independently as part of my coursework.
Project Objective
The redesigned grocery shopping experience is the result of extensive desktop and user research. The goal of this project is to deliver a seamless in-store shopping experience that begins even before you set foot in the store, ensuring users enjoy a hassle-free and anticipatory journey.
Research
In this UX project, I conducted both qualitative and quantitative research, including interviews, surveys, competitive analysis, and SWOT analysis, which were pivotal in shaping my design decisions.
Through this comprehensive research, I gained deep insights into my target audience's behaviors, needs, and pain points. By understanding the users' journey and challenges, I was able to empathize with their perspectives.
This user-centric approach ensured that my UX solutions were not only visually appealing but also highly functional, effectively addressing the real-life challenges faced by my audience.
Qualitative Research
Competitive analysis, SWOT analysis, and six user interviews were conducted.
User interviews are essential for validating and enriching survey data, uncovering nuanced insights. Triangulating survey findings with qualitative insights helps confirm trends and themes, ensuring research reliability.
To complement the survey data, six tech-savvy individuals aged 24-45 were interviewed. This allowed us to:
- Confirm and expand on survey findings
- Uncover underlying motivations and barriers
- Gather personalized feedback and suggestions
The interview questions were meticulously crafted to understand users' experiences with both app usage and in-store shopping. They aimed to explore how users interact with the app, their favorite features, challenges they face, and suggestions for improvement.
Additionally, the questions sought to uncover users' in-store shopping habits, preferences, frustrations, and areas for improvement.
By addressing both app and in-store experiences, we aimed to obtain a comprehensive view of users' supermarket journeys and identify ways to enhance the overall shopping experience.
Link to interview script: here
Qualitative Research
User interviews
All six interviewees prefer in-store shopping over online shopping, emphasising the importance of proximity, easy parking, quick checkout, the ability to personally inspect fresh produce for quality and freshness as well as the ability to know the availability of stocks. Familiarity with store layouts and high product turnover for perishables are key factors for efficient shopping trips. Long checkout queues are a significant pain point, with a strong desire for faster methods such as scan-and-go and cashier-less options.
“...I feel that in person in person is better. Because I know if I want to you know buy stuff like apples or like you know oranges I rather see it real life and feel it you know, because you don't know whether the apples they pick for you will be like the right one.....”
“...my grocery shopping experience is good. Only if I go to the store, which I know. if it's a new store, it's horrible because I need to find where the thing is....”
“One is like the crowd like, on the weekend. it get to really really crowded I think sometimes takes up to like 20 , 30 mins (to check out) if it's like very bad....”
“...But sometimes I would make lists. If it's something which I know, I would forget by time i get to the grocery store.”
While they appreciate the convenience and variety offered by online shopping, concerns about unpredictable delivery times, lack of control over delivery timing, and doubts about the freshness and quality of perishables persist. Additionally, price sensitivity and the ability to easily apply discounts during checkout are crucial considerations for these customers.
Link to interview analysis: here
Competitive Analysis
The Comparison Chart is chosen because it’s straightforward, highlights key features, and is easy to update. It’s great for a quick visual comparison of products.
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It provides a clear and easily understandable visual depiction of how a product compares to competitors.
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It focus on product features and allows direct comparison of strengths and weaknesses in a simple and fast manner.
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It is easy to understand for many different audience.
Link to competitive analysis: here
SWOT Analysis
Conducting a SWOT analysis helps in strategic planning by providing a clear overview of internal strengths and weaknesses, as well as external opportunities and threats. This holistic view enables organizations to leverage
their strengths, address weaknesses, capitalize on opportunities, and mitigate potential risks, leading to more informed decision-making and effective strategy development.
Link to SWOT analysis: here
Quantitative Research - Surveys
This was a high-level survey of 36 respondents on the user experience of their supermarket shopping. The survey aimed to gather broad insights into customer behaviours and preferences, covering both online interactions and in-store experiences.
Although the sample size was limited, the survey provided a valuable overview of user perceptions and highlighted areas for further exploration. The focus was on collecting data across a range of touch points to identify overarching trends and opportunities for improvement.
Ten questions were posed to the respondents, with the key objectives of this survey being:
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To understand the current state of the user experience.
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To identify opportunities to enhance the customer experience.
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To uncover insights that can guide future UX improvements and drive greater business value.
Overall, this survey offered a preliminary look into the supermarket shopping experiences of the respondents, with the goal of informing future efforts to enhance customer satisfaction and engagement.
Quantitative Research Findings
The survey reveals strong adoption of supermarket apps in Singapore, with Fairprice and Lazada/ Redmart being the most favoured, capturing over half of user preferences, though 16.7% still prefer exclusively in-store shopping.
A significant 33.3% use these apps a few times a month, while 19.4% use them weekly, indicating a consistent shift towards digital solutions. However, challenges remain, both online and in-store.
Online challenges include app glitches, limited delivery slots, high delivery fees, and concerns over product quality.
In-store challenges include long checkout lines, unclear item organization, inconsistent product availability, inconvenient parking, and difficulty in comparing prices.
These issues highlight areas for improvement in both shopping experiences to better meet consumer needs.
Link to survey: here
Problem Statement
The modern supermarket shopping experience presents a variety of ongoing frustrations that impact customer satisfaction and convenience. One significant challenge is the discovery of unavailable items only after arriving at the store, resulting in frustration, time wastage, and a less-than-ideal shopping journey. Additionally, the complexity of navigating crowded store aisles creates inefficiencies and diminishes the enjoyment of the shopping process. The struggle to locate items within the store introduces additional stress and time consumption. Customers also frequently encounter the issue of realising they've forgotten essential items when they return home, adding to the inconvenience. To tackle these multifaceted challenges, there is a pressing need for a comprehensive and innovative solution that streamlines item discovery, guarantees product availability, reduces overcrowding, and enhances the overall in-store experience.
Personas
Persona 1: Lisa, the Busy Mom
Background:
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Age: 35
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Occupation: Full-time working mother
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Location: Singapore
Needs and Pain Points:
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Struggles to manage a hectic schedule.
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Finds it challenging to navigate the supermarket with two young children.
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Often forgets items on her shopping list.
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Values efficiency and convenience.
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Finds out that item is not available only upon reaching the store.
Goals:
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Simplify the grocery shopping process.
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Avoid forgetting essential items.
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Reduce the time spent in the supermarket.
Persona 2: Alex, the Tech-Savvy Millennial
Background:
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Age: 28
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Occupation: Digital marketer
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Location: Singapore
Needs and Pain Points:
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Enjoys using technology in daily life.
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Prefers efficient and data-driven solutions.
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Wants a seamless and tech-enhanced shopping experience.
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Make the grocery experience a quick one
Goals
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Use technology to make shopping more convenient.
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Avoid crowded times at the supermarket.
The Journey Map
How might we...
How might we create a system that simplifies and accelerates the process of finding products within the store?
How might we make the shopping experience more efficient by reducing store congestion and helping customers easily locate products?
How might we guarantee that customers are informed about the availability of items before they arrive at the store?
How might we assist customers in remembering and adding essential items to their shopping lists?
Solution
By introducing a user-friendly mobile app, the goal is to transform the in-store shopping experience. This all-encompassing solution will direct users to the items on their lists, provide real-time updates on product availability, recommend less congested shopping times, and assist them in remembering their essentials.
Bid farewell to shopping frustrations and welcome a more convenient and satisfying in-store journey, all from the user's perspective.
LoFi Sketches
Style Guide
Colours
Typography
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DM Sans Font is a geometric and low-contrast sans serif for everyday use related to typography, designed by Colophon Foundry. The letterforms are clear, simple, and balanced to allow clarity and help the typeface communicate contents in a neutral, objective sound.
Hi-fidelity Designs
Store Locator
The store locator at the bottom lets users check a store's crowd level before heading there. Simply tap 'directions' to open it in the maps app for easy navigation.
Product Page
The product page let users explore product details, read reviews, add to cart or list, save as a favorite, and share with contacts. Plus, it suggests more products for product discovery.
Home Screen
The home screen is the go-to for easy item discovery. Find exclusive offers, browse item categories, and quickly add past purchases to cart or list, making shopping a breeze.
My List tab
Users can add items, verify item availability and crowd levels before their in-store visit, check items off as they shop, and pinpoint in-store locations by selecting a store. Additionally, it seamlessly transfers items to the cart for convenient online shopping.
Location Selected
By selecting a store location, users can find out item availability and its exact in-store position while also assessing the crowd level for a smooth shopping experience. Alternatively, if the item isn't available or the store is crowded, alternative store listings are readily accessible.
Alternative Locations
Users can access availability and crowd level information and sort options by proximity to their chosen store, item availability, and crowd level. Additionally, tapping "directions" will seamlessly open the maps app on the device for navigation.
View Submission Deck I
View Submission Deck II
View Prototype
Success Metrics
Some simple ways to measure the supermarket app's performance
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Downloads and Installs: Track how many people download and install the app to see its reach.
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User Retention: Measure how many users keep using the app over time to understand user satisfaction.
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User Feedback: Collect feedback and reviews from users to identify areas for improvement and gauge user sentiment.
Next Steps
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User Testing: Conduct user testing to validate your proposed solution. Gather feedback from potential users to ensure that the features meet their needs and expectations.
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Usability Testing: Perform usability testing to ensure that users can navigate the app easily and that it effectively addresses their pain points.
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Feedback Iteration: Continuously gather user feedback and iterate on the app's features and design to enhance the user experience.
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Online Shopping: Include an online shopping feature within the app. This expansion can provide users with the flexibility to shop online, choose delivery or pickup options, and seamlessly transition between in-store and online experiences.