Goal
This project is to create an e-commerce app that solves the problems that Instacart has. We want to create a user-friendly experience with minimalist navigation, reduced cognitive load, advanced filtering, optimized checkout, and integrated multi-store delivery for a smooth and efficient customer journey that should be satisfying.
user research
Approach to Research:
Market Research: Comparative analysis of competitors such as Uber Eats, Walmart, HelloFresh, and DoorDash to benchmark features and identify gaps.
Surveys and Interviews: We conducted surveys and interviews with eight Instacart users (ages 23-31) to understand their experiences, challenges, and needs. Participants were recruited through social media and personal recommendations.
Data Analysis: We created a Work Activity Affinity Diagram (WAAD) in FigJam to group findings from the research. Patterns and themes were then derived from clustered data.
Competitive analysis takeaways:
Strengths of Competitors:
Convenience: Competitors like DoorDash and HelloFresh emphasize convenience with features like real-time tracking and delivery flexibility.
Personalization: Customized recommendations and meal planning.
Common User Pain Points:
Insufficient Product Information: Limited details on nutritional facts or ingredients across many platforms.
Complex Substitution Processes: Users want better control over replacements for out-of-stock items.
Hidden Costs: Hidden fees and service charges often frustrate users, especially with apps like DoorDash.
Cluttered Interfaces: Difficulty navigating product categories and managing orders on certain platforms..
INterviews
We conducted interviews with eight Instacart users aged 20-39.
Recruited participants by social media platforms like WhatsApp and Instagram, as well as word-of-mouth recommendations.
Interviews were completed in- person and on zoom.
Interview findings and key pain points
Strengths of Competitors:
Convenience: Competitors like DoorDash and HelloFresh emphasize convenience with features like real-time tracking and delivery flexibility.
Personalization: Customized recommendations and meal planning.
Common User Pain Points:
Insufficient Product Information: Limited details on nutritional facts or ingredients across many platforms.
Complex Substitution Processes: Users want better control over replacements for out-of-stock items.
Hidden Costs: Hidden fees and service charges often frustrate users, especially with apps like DoorDash.
Cluttered Interfaces: Difficulty navigating product categories and managing orders on certain platforms.
persona
As a team, we developed a persona based on the data collected through user research of who uses the Instacart application. Initially, we identified two distinct users: young professionals and students. Despite their different backgrounds, these two personas shared similar goals: finding convenient and quick ways to get their groceries. Based on this similarity, we merged them into a single primary persona to represent the core needs and motivations of our target audience.
INITIAL FLOW DIAGRAM
Problem
When analyzing competitor’s apps the main problem identified was inefficiency and complexity in the process of online grocery shopping. Overwhelming information, cluttered navigation, inconsistent product details, lack of advanced filtering, overly complicated checkout processes, and management of deliveries from multiple stores will be some of the challenges facing the users. Moreover, promotions and coupons are often too subtle to catch the attention of the user, which further affects the shopping experience.Busy professionals and students face cognitive overload and decision fatigue, making shopping more stressful than convenient.
