About the project

Grab Mart | Shopping Process Redesign

Before explaining further about this case study, I want to say that this is my first case study which is, maybe, still far from perfect. I’m open to any kind of feedback so I can improve better in the future 😀

Overview

Project name : GrabMart Shopping Process Redesign

Role: UI/UX Designer

Project Background:

GrabMart is a service from Grab that helps people to shop for groceries or daily needs. Especially during the pandemic, the restriction to go outside the house changing people’s behavior to shop. Therefore, it’s a challenge for GrabMart to provide a pleasant experience on shopping online from home. A good shopping experience can meet users’ expectations to get what they need effectively and efficiently. When the platform can hand a convenient process, users are more likely to stay loyal to the application.

As a UI/UX Designer, I’m responsible to evaluate and redesign GrabMart’s Shopping Process for a better online shopping experience.

Challenges:

  1. How to give a better experience for users to shop on GrabMart?
  2. Build better Information Architecture of users’ experience when shopping on GrabMart.

Design Process

Illustration of Design Process

Empathize

To ensure that the output I create is compatible with the users’ needs, I started the design process with User Research. In this step, I wanted to understand their habbit when shopping for their daily needs and also wanted to know about their experience and feedback about GrabMart. Their insights would be used for features improvement on GrabMart. This step is very important because, as a UI/UX Designer, I’m required to create a User-Centered Design product.

This user research was divided into several steps:

Illustration of User Research Steps

Planning & Preparing

Objective

Understand how users shop on GrabMart and find opportunities to improve the shopping process.

Questions

  1. How do users shop for their daily needs?
  2. How do users use GrabMart for online shopping?

Methods

Remote Moderated Usability Testing (UT) and Interview to 4 GrabMart users

Execution

Interview Documentation

Interview

Due to the pandemic and the restriction to go outside, the Interview and UT sessions were conducted remotely using Zoom. During the interview, the participants were asked about their habits when shopping for their daily needs, especially during the pandemic. I also asked them about their habits and experience when using online grocery shopping applications, whether from GrabMart or other competitors.

Usability Testing

I used this method to identify and gain a deep understanding of how users use GrabMart. The given tasks were about how they search and buy a product. Therefore, the collected insights would be focused on how to improve the shopping process on GrabMart.

User Tasks & Scenarios
  • Search a product

You want to buy something on GrabMart, so you search and then choose the product and the store based on your preferences.

  • Buy the product

Buy the product you choose with the number of quantity is 1.

Additional Questions
  • Ask about the whole GrabMart appearance

Define

The Interview and UT results were processed to get insight. The collected insights could be users’ paint points when using GrabMart or users’ behavior when buying daily needs. Those insights are important for creating opportunities in the development of features. To get a better understanding of the insights, the Interview and UT results were then synthesized following these steps:

  1. Creating User Persona
  2. Empathy Mapping
  3. Defining Problem

User Persona

Users’ characteristics were then summarized in the user persona. As can be seen from the user persona above, Nina prefers to do things effectively and efficiently. She puts all her time and energy, mostly, into her work. Therefore, shopping for groceries online is her best option rather than going outside. Shopping for groceries online is also a solution during the pandemic because of the restriction to go outside requires people to stay at home.

Empathy Map

Empathy Map

As can be seen from the map, users expected the product to be available after placing the order. The driver would have got the order shipped to them if the ordered product was still in stock. But if the product was not available, there were 2 options for them to choose from, refund the money or substitute it with another product.

Users preferred to substitute the product because it was easier than the refund process. In the end, they felt disappointed because they didn’t get what they ordered.

I also found users scrolled up and down too long on the search result page. They were trying to compare the prices and the store distances because they preferred to choose the nearest store with the lowest price. When they saw the store lists, they thought the most top store was the nearest. Then they realized the store lists were not well sorted and couldn’t be sorted as they preferred. That’s why they scrolled up and down so long, comparing all the stores one-by-one.

Problem Statements

With GrabMart, users could shop for groceries online. Started from searching what they need, it should have brought ease to choose from which store they would buy. Next, they needed to check the availability of the product. The expectation was they could get the product after they placed the orders.

From this flow, the problems were defined as follows:

  1. Users spent too long comparing the products and stores because they were not well sorted
  2. Users couldn’t get the product after placed the orders because it was not actually in stock

Ideate

The point in user-centered design is to create the product based on users’ needs. Solutions should answer the users’ pain points. Otherwise, the feature development will go wasted.

To have solutions focusing on the users’ problems, I use How Might We method to triggering me to create ideas.

How Might We

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