uGrocery iPhone App Redesign
overview
uGrocery is an iPhone app that processes product pricing, sale and coupon data across 4 major stores allowing users to easily compare prices across thousands of products. They needed a better way to display all the valuable price comparison data to make users say "I can't shop without this".
roles
Jen Hartwick | User & Stakeholder Interviews, User Research & Synopsis, Personas, Usability Testing, Client Communication
Jay Telles | User & Stakeholder Interviews, User Research, UI & Visual Design, Wireframes, Prototype
tools used
Social media & user surveys, affinity diagram, competitive analysis, journey mapping, card sort (xSort), sketching, rapid prototyping (paper & InVision), usability testing, wireframing (Sketch)
project circumstance
3 week client project, feature redesign on an existing iPhone app and clickable prototype
Research
1. grocery habits survey
I created a 20 question survey to understand people's grocery shopping habits & what primary features we should focus on to give people what they need in that moment.
We received 287 responses from our social media channels!!
Although price was the biggest consideration when buying groceries, only 50% of respondents clip coupons occasionally. This told me people like the feeling of saving money but are busy and don't have time to search for & clip coupons for each shopping trip.
Opportunity: People need an easy way to quickly compare prices for multiple items across stores, see what sales are happening and where they can save the most money.
2. ugrocery User survey
I created a 2nd survey that was sent out to 25 uGrocery users to get their feedback about the app, uncover pain points and learn why they downloaded it in the first place.
“I like knowing I’m getting the best deal”
“I really just look for where my expensive items are the cheapest.”
3. Personas
I used feedback from the user survey, as well as common themes from the Grocery Habits survey, to develop two primary personas.
This helped us keep the user's needs, frustrations and goals in mind when thinking about features & interactions.
Through user research, I learned uGrocery already incorporates many of the primary features people look for in a grocery management app.
4. Card sort
To help improve item location efficiency, I conducted an A/B test to see how quickly people can categorize 30 of the most challenging grocery items within uGrocery's categories vs. Target.com
Results: uGrocery's average time was 15% faster than Target.com's, however, an average of 3 items were unclassifiable compared to Target's 0.5 items
Conclusion: In most cases, there wasn't a clear category that won out for every item. I recommended including subcategories within the search results to make it easier for users to find what they need even faster
our design focused on saving user's time pre-planning as well as saving them money at the grocery store
medium fidelity Wireframes
Homepage
Streamlined homepage options
Added a notification alert so user's quickly know when favorite items are on sale that week
Top Deals
User's can now sort top deals by savings, store or category making it easier to find what they need in that moment
Favorites
Product history was removed to avoid confusion around duplicate items already saved in favorites
A summary of overall savings can be found as a persistent bar at the bottom to draw users in
“Excellent work guys! We enjoyed working with you and appreciate all the hard work and great feedback about improvements to our UX. We will meet with our developer next week and prioritize UX enhancements based on your insights.”
Supporting Documentation
uGrocery User Flow