CONTEXT:

This UX design case study focuses on a project I worked on during a 48-hour design hackathon hosted by Growthschool.io. The hackathon divided participants into teams of five. Despite the initial challenge of collaborating with people I had just met, the experience was fun and insightful.

BRIEF:

The COVID-19 pandemic has drastically changed the way people shop for groceries, with many individuals opting for online grocery delivery services. However, users often forget the items they have in their pantry or fridge, leading to multiple orders or last-minute grocery store runs. This results in a longer process of placing an order and possibly missing out on some necessary items.

RESEARCH

Our research began with identifying the user's pain points and needs. We did some secondary research and conducted user interviews and surveys to understand how people currently shop for groceries online and what challenges they face.

Key Insights -

• Most people shop for groceries online because it's easy, not necessarily because it's cheaper.
• During the pandemic, many people couldn't buy the fresh food they wanted because it was sold out.
• Some people had to replace their desired food items with alternatives because they were out of stock.
• More people are buying essential items online during the pandemic.
• People who prefer branded fresh food are usually younger, more well-off, and live in urban areas.
• During the pandemic, people are spending more on groceries than they would normally.
• When items are out of stock, most people prefer to replace them with something else instead of searching for replacements.
• People read online reviews to find the best grocery delivery services.
• People who prefer branded fresh food are usually willing to pay more for it than those who don't care about the brand.

The user interviews gave us multiple insights regarding their behaviors while ordering groceries online. I proposed affinity mapping as that would further help us to organise the insights.