Solo Project
Done over 4 weeks time. Completed over some gap time between march 2019 to July 2019. Project prompt was of my choice.
#mobileapplication #ecommerce
Problem Statement
The Dubai region already has two big supermarkets Carrefour & Lulu Hypermarket with a broad consumer base. Tapping into the market might be difficult only through the traditional methods.
This is not a full fat-in-depth piece, but it’s a conceptual one based on light research and assumption. In any event, the process is there.
The process is based on Design Thinking, & Visual Language based on Minimalism
White paper research
First, before touching on anything related to design, I wanted to dive into the regional market to find the vulnerabilities.
According to “Dubai online grocery report 2019” done by “Paticology.”
Dubai online marketplaces achieved 51% score when compared to other countries online marketplaces.
I had observed few Dubai's omnichannel (Lulu, Carrefour and Choithrams), pure-play (Trolley, Supermart and Instashop) and e-commerce marketplaces (Souq, Noon and El Grocer).
Regional Landscape
Brands who are in the same business as our client.
Omni channel
Offline and online marketplace
Pure play
Online marketplace & fulfilment
Marketplace
Online marketplace
Key Features missing from the regional landscape
based on benchmarking metrics
Limited product details:
Product details provided by the grocers is minimal. Only a few grocers show few information like dietary, expiry date and others.
Restricted search
Search is key for online grocery. Yet, few grocers allowed customers to sort or filter results by customer rating, dietary requirements, product use-by dates.
Payment options
Cash on delivery is a common payment option in the UAE. But only 50% of grocers Offered both online and offline payment methods.
Convenient delivery
Though most of the grocers offered next day delivery and 100% offered same-day delivery, only few allowed customers to book hourly delivery slots.
Customer service
Despite its importance, most of the grocers did not offer Live chat and live tracking of orders.
Other findings
based on benchmarking metrics
Features/Benefits Inventory
suggestive features and benefits of mobile and web platforms
Predictive and auto-fill search bar
Delivery slots
Better product details
Live order tracking
Offline/Online Purchase history
Live chat
Auto-recurring orders
Wallet payment
Product recommendations
Easy returns
Order pickups locations
Camera and barcode search
Integrated reward system
Bring card machine on deliveries
Customer profile
Recipes
More filters
User Interviews
to help decide the key features and benefits for the customer needs and goals.
I had planned to conduct three interviews with working-class Dubai's resident with different demographics. As Dubai's population is composed of just 15% native residents, and the remaining 85% are expatriates out of which 71% are Asian, primarily from India (accounting for 51%).
I had decided that two interviewees should be expatriates(Indian), and one should be native residents(Emirati) to maps and build the first user journeys based on their answers and thoughts.
Note - The three interviewees for this exercise are known to me, and I had conducted this interviews over a phone call, where I asked them few questions and discussed their everyday grocery shopping experiences both online and offline.
Must Have
based on market and user research
We need to have a better search bar which auto-fill and product recommendations based on the user inputs and good to a “Add to cart” button right along with product show in the search results.
Predictive and auto-fill search bar
We need to show more information about the products on their details screens, to caters to the customers who are allergic, who are on a diet, etc.
Better product details
Delivery slots
we have adjusted accordingly to the customers by providing them delivery time slots
We need to create combine discounts, offers and reward points in the application so the customer can get all the information for his/her ease of usage.
Integrated reward system
We need to give the customer all the information on the order deliveries and be there for any feedback and help.
Live order tracking and live chat
Most of the customer’s grocery lists are same, so we have to provide an option of recurring order to cut down the hassle of searching and adding those same products.
Auto-recurring orders
We need to provide their bills in a digital format via mobile application so they can use it easily over returns, reward points and discounts.
Offline/Online Purchase history
Some marketplace/application provides cooking recipes along with ingredients list to buy. Makes customer life ease and enhances the brand’s image
Recipes
User Flows
Low-fi Wireframes
Visual identity
Screen design for iOS/iphone 11
