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Contact

202-999-7890

Address

Reston, VA

©2017 BY MOLLY FU

MY ROLE: UX DESIGNER

DURATION: 2 WEEKS

TOOLS: SKETCH APP, INVISION, PHOTOSHOP

GOAL

To build a sister website to Instacart. The purpose is to direct user buyers through Instacart to help plan/manage their meal ingredient purchases more efficiently and effectively.

PROBLEM


Help to solve problem of "over purchasing" by shoppers, often pressed for time and who tend to buy on the fly. This should also reduce instances where food is bought needlessly or expires before it can be used.  


SOLUTION

Ingredients are added to the cart directly, based on the recipe. Only the food required for the selected meal is purchased.  Users can plan more efficiently, and even gain inspiration for meals.

RESEARCH PROCESS

USER SURVEY | COMPETITIVE ANALYSIS | PAIN POINTS | VIABLE SOLUTIONS | PERSONAS

USER SURVEY

First of all, I conducted user interviews and card sorting. The user interviews provided insight to the user's shopping and cooking habits, such as, preferred grocery store, frequency of shopping, and cooking in the home. Card sorting advises the users meal category preference.

COMPETITIVE ANALYSIS

Competitor research shed light on the relative strengths and weaknesses of similar sites and where to focus to improve the customer experience.

PAIN POINTS:

Too much pop-up Ads.

Insufficient time to grocery shop.

Tendency to over purchase in store.

Complicated recipe instructions.

Store navigation is confusing, and many irrelevant contests.

Promoting with sponsor and replaces small annoying ads.

SOLUTION:

Door to door delivery based on user’s schedule.

Shopping list constructed by recipe ingredients.

Provide step by step recipes with accompanying video or photos.

Simplify website and navigation.

DESIGN PROCESS

SKETCHING | USER TESTING | ITERATION | WIREFRAME | PROTOTYPE

SKETCHING

Based on the research I conducted, I sketched the first prototype include the "must" feature I designed. 

USER TESTING & ITERATION
After showing the sketching to a few users, I iterated the flow and sketched the high-fidelity wireframe. 
- I changed the category several times based on card sorting. 
- I revised the on-boarding page based on the feedback I received from users who indicated they wanted to access the recipe without having to login.
- Additionally, I simplified the "upload recipe" page based on user testing.

PROTOTYPE

Please check the prototype on InVision.

FUTURE PLANS