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Green Corner
Designing E-Commerce Site for local grocery store

Design Firm : General Assembly

Role: UX Designer

Duration : 2 Weeks

Tools: Optimal Workshop, Figma

About the Project

This is a contextual project that was assigned. GreenCorner is a local grocery store in Brooklyn and the goal of the project is to redesign and add a new feature to the website to help them compete with other e-commerce grocery sites.

The project criteria involved designing the user experience for a particular type of user and creating prototypes. 

The business model is based on customer service, reasonable pricing, and keeping it local.

Research

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To begin with, I was assigned with Deal diver type of customers to design the UX for the grocery store.

Based on the user data given, I conducted Market analysis through secondary research. Below are the insights of market research in the form of competitors and Comparative analysis collected. 

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Problem Exploration

  • High Prices: Users experienced that the prices of products tend to be high while purchasing online when compared to personal shopping.

  • Unable to Negotiate: Since prices are high there is no option for users to contact the vendors to negotiate or compare prices with competitors to decide whether to continue to purchase the product.

  • Complicated Description: Users also faced challenges in understanding the descriptions of new products and found it challenging to connect with the store to understand what exactly is the purpose of the product. 

Based on the research conducted, I identified the following insights with data provided about the users and created a problem statement. Below is the insights and problem statement.

Problem Statement:

Users need  quick way to compare prices between grocery stores online and purchase products at a discounted rate.

Ideating and Prototyping

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Ideating and sketching out the UX experience

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Based on the user data, competitor analysis, and Card sorting I defined the site map for green Corner. Further, I sketched out the User Experience to ensure a seamless experience by iterating the design multiple times before finalizing the process. 

SiteMapping based on Cardsorting results

Wireframing

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E-Commerce Site

Redesigned Homepage

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Producy Information page

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Real time price comparison

Testing

I conducted usability testing sessions with our primary users to validate whether the new designs would solve their problems. I wrote a script including a scenario asking to select a product and find competitors' cost comparisons and decide whether to buy or not.

During the session, I observed how they interacted with the prototype and timed the task. The usability session revealed that it was less arduous and easy to navigate through all the pages but in the final in the order confirmation page the users struggled to navigate back to homepage as they couldnt find a Home icon,

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Usability Test Results

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Before Iteration

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After Iterationg based on results.

If more time:

  • I would be interested to work on improving the Visual layout of the site and make it more accessible by changing the color to a darker shade of green. I would also be interested in conducting color palette testing to see what color is most accessible.

  • I would like to make the E-Commerce site more dynamic and conduct A/B testing to see which type of site would the users prefer while doing online shopping.

  • Add in a tracking system feature once the order is confirmed.

Learning

  • Explore and sketch different ideas:
    Due to the time constraint, I ended up not spending a lot of time in ideation and sketched out only the initial ideas and selected the one which I felt appropriate. If given an opportunity I would like to spend more time on ideating and conducting consequence scanning on the idea to ensure a smoother and more immersive experience for users. 
    During the process, I realized how crucial it is to sketch out any idea and not fear or resist putting it on paper first and then digitalizing it. This helps in better idea generation and encourages us to think out of the box or further simplify it.

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