Grocery Run

A Grocery List App

OVERVIEW

Team Members:

Krista Weber

Christopher Poynton

Luz Gonzalez

Nathaniel Paul

My Contributions:

Competitor Analysis

Persona

Scenario

Moodboard

Sketches

Lo-fi prototype

Usability Test Plan

Usability Test

Hi-fi Prototype

GroceryRun is a collaborative grocery list that allows users to create a list based on actual products in their grocery store. GroceryRun rearranges the shopping list to optimized the shopper’s path through the store.GroceryRun can save customers money by offering swaps of comparable items on their list that are less expensive. It also allows shoppers to collaborate on shared lists, so multiple people and can add and remove items.

research iconRESEARCH

Competitive Analysis

I completed a competitive analysis to research current competitors in the grocery app marketplace in order to understand current trends, determine if the GroceryRun concept currently exists, and to understand our competitors’ weaknesses and strengths.

Who are the competitors?

Since the grocery app market is a large one and most grocery store chains have an app, we tried to include big players and a wide variety of grocery store types, such as traditional grocery stores like Kroger, warehouse type stores like Costco, and discount stores like Aldi.

Indirect competitors are grocery list apps, which we included because some users prefer those to the grocery chain specific apps. Grocery list apps have some features not offered in any of the direct competitor apps, such as allowing multiple users to share lists, and multiple list options for each store that a user frequents.

I created a chart to show the various features of the competitors.

 

But what about curbside pickup?

A few of these stores (Walmart, Kroger and Albertsons) have focused their efforts on curbside pickup, where a customer places an online order and then has the groceries brought out to their car for them. It’s a move that has happened in response to Amazon acquiring Whole Foods and shaking up the grocery industry.
The convenience of curbside pickup is undeniable, but it’s not for everyone. There are many reasons why customers elect to go inside the store, even when they are rushed or don’t enjoy grocery shopping.

  1. Some customers prefer to select their own items, such as produce, or want to check expiration dates to ensure they are purchasing the freshest items.
  2. Scheduling a one-hour window for pickup is hard for people with unpredictable schedules.
  3. Fresh deli items like rotisserie chicken, bakery items and alcohol are not available for purchase through the app, which means sometimes customers have to go into the store anyway.
  4. Some stores charge for curbside pickup, making it too expensive for people on tight budgets. Kroger charges $7. Walmart has a $30 minimum order, which means that it’s not even offered if the shopper just needs a few items.

Conclusion

There is a great deal of variety within the current grocery store competitor apps. It’s clear that there is no standard for such apps, and as such there is currently no one stop solution for users. Users must choose between using a separate app for each store they shop at, and learning how to use each different interface, or use a grocery list app which has limited features but can be shared across accounts. It appears that GroceryRun will be unique to the marketplace.

 

Understanding shoppers

We discovered that users want to be able to share lists. This is particularly important for families, because often one member does the shopping, but others family members want to have input on the shopping list.

People are in a hurry, and most people don’t enjoy shopping. Most people (even foodies and people who love to cook) want to get in and out as quickly as possible. This desire was expressed even more strongly among shoppers who have to bring their children with them to the store.

People are picky, especially about their produce. Many shoppers stated the reason they don’t use a delivery service or curbside pickup is because they want to inspect the groceries themselves.

Sticking to the list helps save money. After talking with people who are on tight budgets, many of them read shopping ads, and make their list based on what’s on sale. Using a list helps them stay on budget, and having prices displayed on the list so they know how much they are going to be spending ranked high on their desired features list.

We created two personas based on these insights.

 

analyze icon INSIGHTS

Persona #1

Bio:

James works as a computer programmer in Chicago. He enjoys spending time with friends and family. James tries to live frugally as he is just starting out as a junior programmer and lives in nice downtown high-rise. He likes to have a shopping list, and have an idea how much his trip is going to cost, so he can stay on budget.
Grocery shopping is not his favorite task, so he wants to get in and out as quickly as possible. That way he can enjoy the rest of his day doing things he likes, such as going to the gym.

Goals:

  • Save time and money when grocery shopping
  • Avoid crowds at the grocery store (usually in the mornings)

 

Frustrations:

  • Not being able to find items on his grocery list
  • Remembering to buy everything he needs for the week
  • Overpaying for groceries

 

Persona #2

Bio:

Ian and Jane Smith are a married couple with two children. Despite their busy schedule, they spend as much time as they can together as a family outside of work and school. The most valuable of this free time comes on the weekends. With sports, parties, family adventures, and more going on, every second counts.

Ian and Jane still need to use some of their free time to run errands. Most of the time, they bring the kids along to help maximize their time as a family. Going to the store with the kids is not the easiest or cheapest task, so the Smiths look for any ways possible to maximize their efficiency and save a few dollars.

Goals:

  • Manage a shopping list collaboratively
  • Complete grocery shopping in an efficient manner
  • Save money whenever possible

Frustrations:

  • Forgetting to gather all items within the same aisle and having to go back
  • Forgetting to purchase items on the list
  • Keeping the kids entertained while shopping

 

Sketches

We started off our design process by doing sketches as part of a group brainstorming session. These are some of the sketches that we decided to further develop into our low fidelity prototypes.

wireframe icon PROTOTYPE

User testing icon USER TESTING

In this experimental protocol, six subjects were recruited to test the GroceryRun app. The test consisted of five tasks. Three of the five tasks tested the mobile app, while the other two tested the watch app.

All the subjects completed the tasks given to them and observations were made. Using these tests recommendations were given to improve the app.

TEST OBJECTIVES

We will gather information about the overall effectiveness of GroceryRun for shoppers. The goals of this study are to:

  • Identify obstacles encountered by users while creating shopping lists.
  • Identify whether users are able to add items to their shopping list.
  • Identify whether users can easily change the quantity of an item.
  • Identify obstacles users encounter when switching between map and list views on the app.
  • Identify obstacles users face when marking an item as picked up on their phone app.
  • Identify the obstacles users encounter when swapping items on their list.
  • Identify obstacles users face when marking an item as picked up on Apple Watch.
  • Measure user satisfaction with the GroceryRun App.

We will look to answer the following questions in the testing:

  • How successfully/efficiently can users create a new list?
  • What steps do users take in order to create a new list?
  • How satisfied are users with using GroceryRun to plan their path through the store?
  • How successfully/efficiently do users change the list/map views?
  • How easily can users swap an item on their Apple Watch?
  • How easily can users determine their progress through the store while in the expanded map view?
  • How easily can users change the quantity of an item?
  • How easily can users mark an item as picked up on the mobile app/Apple Watch?

User Profile

The GroceryRun mid-fi prototypes will be tested with a total number of 4-5 participants The following would be the characteristics/profile of our participants:

  • The users of this app are over 18 years of age.
  • They should be regular users of a smartphone.
  • They should be regular grocery shoppers (at least twice in the last month).
  • Ideally our participants will also own or at least be familiar with Apple Watch or another brand of smart watch.
  • The users should be a mix of males and females.
  • The users will be recruited through test team member invitations and the CDM research participant pool.

 

We will exclude people who:

  • Don’t have a smartphone
  • Haven’t grocery shopped at least twice in the last month
  • Are under 18 years of age
  • Are unwilling to sign the consent form

Tasks

Task 1
Imagine you are planning to make a trip to the grocery store and want to use GroceryRun to create a list for your trip to the store. You are in a rush and want to save time by shopping in the store that is closest to your home. The first item you want to put on your shopping list is two LaCroix Sparkling Waters.

Task 2
Imagine you are at the grocery store. You’ve been shopping for about 15 minutes and would like to view your progress on the full map view. Can you find out details of the next object on your list in full map view?
After checking your progress, you want to look at the list items. How would you change your view to see your list? You are ready to get back to shopping and prefer the screen that has both the maps and the list. How would get both the list and map to show?

Task 3
You are still shopping at the grocery store, and just picked up the LaCroix sparkling water and placed it in your cart. How do you mark it off of your GroceryRun list?

Task 4
Now we are going to switch to testing on an Apple Watch.
You are still shopping at the grocery store, and just picked up the LaCroix sparkling water and placed it in your cart. How do you mark it off of your GroceryRun list?

Task 5
As you are walking through the store, your Apple Watch has been displaying the next item on your list. Instead of marking it as picked up on your phone app, you decide to do it on your watch instead. You put the almond milk in your cart and want to mark it as picked up on your watch. How would you do that?

FINDINGS & RECOMMENDATIONS

 

Task 1 Objective: Identify obstacles encountered by users while creating shopping lists:

Task 2 Objective: Identify obstacles encountered when switching between map and list views on the map.

Task 3 Objective: Identify what obstacles users face when marking an item off their list.

Task 4 Objective: Identify the obstacles users encounter when swapping items on their list.

Task 5 Objective: Identify the obstacles users encounter marking an item off their list on their Apple Watch.

refine icon REFINE

High Fidelity Prototype – Task 1

Changes made to Task 1 as a result of user testing

Task 2

Changes made to Task 2 as a result of user testing

Task 3

Changes made to Task 3 as a result of user testing

Task 4

Changes made to Task 4 as a result of user testing

Task 5