Bloom: An Online Grocery Experience
Duration:
2 Weeks
Project Type:
Conceptual
Role:
UX Research, Wireframing, Prototyping, Testing and Visual Design
Tools:
Miro, Sketch, Principle
Group:
Dajella Overweg, Yanick Juin, Kriska de Lange
About the brand
Bloom is a leading regional supermarket focused on offering high-quality products and a personalized shopping experience. They have an established network of premium brick & mortar grocery stores conveniently located to service their client base, which exceeds 30% market share in the region. Although Bloom has a long history of success with its stores, the management team is aware that more and more consumers are switching to online grocery shopping due to its flexibility and convenience.
The Challenge
Our challenge is to design a user experience that goes above and beyond the e-commerce marketplace models that Amazon and other competitors (like Walmart) are offering. They want to add value for their customers by finding a way to leverage their successful premium store model and replicate it into a differentiating digital experience.
Our Process
To come up with a user-centric product, we followed the design thinking method. We were given 2 weeks to deliver a prototype of the minimum viable product. We managed our tasks and priorities by working in an agile manner.
1 - Understanding the Experience
We began by understanding the needs of our potential users and the market. In our user research, we focused on understanding their happy path, pain points, and hesitations when buying groceries online.
The main concerns of our users were related to the quality of fresh products and the delivery service
THE PROBLEM:
Users fear that products will not arrive fresh, or that it’s nearing the expiry date.
As a result, they do not trust the quality of the delivery.
Methods: Surveys, Interviews, Competitor Analysis, Mind Mapping, Affinity Mapping, Task Analysis
2 - Iterations & Design
ITERATIONS
Based on our research, we made iterations for the two key user needs we wanted to focus on:
Ability to save a delivery time before even adding to cart
Ability to choose your product based on its expiry date.
Methods: User flows, feature prioritization, card sorting, sketches, prototypes
After conducting feature prioritization methods, we designed our wireframes. We also tested our product with some colleagues to get feedback.
VISUAL DESIGN
3 - Result
Press play to see it in action
Bloom’s differentiating features:
Ability to choose your product based on its expiry date
Personalization in promotions, based on customer’s previous purchases
Bloom is focused on offering high-quality products and a personalized shopping so we added features to translate what's in store to the webshop
4 - Next steps
We will continue iterating and optimizing our website to ensure that we meet our users’ and business needs.
5 - Updates
A month after completing this project, we found a similar type of offering being tested at one of the major grocery brands in The Netherlands - Albert Heijn.
It was a proud moment for my group. Although it is still being tested, we had a similar idea and it felt like our research was validated.
Maybe we’ll see Dynamic Discounts available in-store and online someday! :)