Waitrose & Partners
UI/UX design for Shopping list from Waitrose & Partners grocery apps,
Challenges：
Challenge: Aligning Business Targets with User-Centric Approaches and Implementing Omnichannel Marketing Services
My Role：Product designer:
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Conducted extensive research on thousands of customer feedbacks
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Analyzed the research findings and studied competitor strategies
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Engaged in ideation sessions (e.g., Crazy Eights) to generate creative concepts
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Developed user flows, storyboards, and wireframes based on the research insights
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Created both low-fidelity and high-fidelity prototypes to visualize and iterate on the product concept
Results：
This project is still a work in progress. Up to this point, the ideas have been regarded as a strategic approach to omnichannel marketing.
Empathy:
Checked thousdans of feedbacks from customers, from 13th, Sep. - 13th, Oct. in 2023. Here are the summuries:
Analytic customers feddbacks:
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feedbacks collections
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feedbacks match with user flow
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summary from feedbacks
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Customers desire increased integration between the apps and physical stores, such as access to stock information, product locations, and the ability to sort items in the same categories.
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Personalization is a key request from customers, including features like tracking their favorite items, frequently purchased products, vouchers, saved recipes, and easy access to previous orders and shopping lists.
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Customers express a desire for better sharing capabilities, whether it's sharing across different accounts, web accounts, or with other apps.
Competitors: How the competitors do well or not enough based on shopping list.
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user flows and functions graph for competitors "shopping list"
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summary the pros and cons of competitors "shopping list"
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get inspirations from competitors
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"Shopping list" prominently displayed on homepage: Following competitors' lead, consider making the "Shopping list" feature obvious and easily accessible on the homepage. This can improve user convenience and encourage more use of this feature.
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Optimize the "add items" position: Review and adjust the position of the "add items" function on the page for better visibility and usability. Placing it in a more intuitive and prominent location can enhance the user experience.
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Enhancing interactions after items are ticked: Think about the user journey after items are checked off the list. Consider providing options such as easy reordering, sharing completed lists, or suggesting related products based on checked items.
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Creating connections with different user journeys: Explore ways to connect various user journeys, whether they're shopping in-store or online. This could involve features like syncing shopping lists across devices, providing in-store pickup options for online orders, or displaying in-store availability on the app.
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Separating in-store and online shopping journeys: Evaluate if it's beneficial to separate in-store and online shopping journeys or if a unified experience would be more effective. Users might appreciate a seamless transition between online browsing and in-store shopping, with clear indicators for each mode.
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Layout and hierarchy considerations: When designing the app's layout, prioritize important features like the shopping list, item search, and account settings. Ensure a clear hierarchy where essential functions are easily accessible, and consider user flow for a smooth and intuitive experience.
By incorporating these insights, we can create an app that not only meets customer expectations but also provides a user-centric and efficient omnichannel shopping experience.
Definition:
Customers Journey Mapping:
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From the Homepage - Shopping list & Multi-search
Ideation & Prototype:
User flow:
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Models:
