Cornershop explores the idea of a local grocery delivery service. Since there are many such services in existence, becoming familiar with the possible users and understanding their stories was an important element to help set it apart from its competitors.
Customer and Market Research, Information Architecture, Interaction Design, UI Design, Branding
Completed Jan 2017
Research, Wireframing, User Testing, Graphic Design
Project duration: 2.5 months
At the outset, some assumptions were made according to a project brief and a business case from a prospective client. An existing grocery chain, Cornershop is looking to expand into delivery service for local groceries. Some interviews of typical clientele help tell the story of their target audience and test initial assumptions.
After interviewing a number of clients, patterns emerge in understanding their lives and environment. Here, obstacles the customers tend to face and successes they want to achieve begin to coalesce.
With customer’s stories in mind, a typical ‘day in the life’ of a customer is sketched out, showing how they might use the Cornershop service to solve their everyday grocery needs. These tiny bits of story help imagine ways that a service or product might work to help directly solve problems, and make a customer’s life a better one.
User personas are developed to help keep the needs of archetypal customers in mind during development so the design direction doesn’t get lost along the way. ‘Christina’ is a composite of several interviewees.
With an understanding of the business and customer needs, we can take a look at the competition and begin thinking of features that meet those needs. Ranked highest are features like suggested recipes, options for delivery scheduling, and automation of recurring purchases. Taking a look at these features another way, we can see where they fall on a graphed plane and see the easy wins - where we will start with the Cornershop service, and how it stacks up against the competition.
Card sorting research was done with people in the demographic of the Cornershop user. These volunteers were asked to sort the 100 top selling items into categories they created themselves. Surprisingly, many similarities were found, and even for an online grocery store without the need for spacial organization, people still preferred an organization strategy similar to the brick-and-mortar stores that they probably all grew up with.
With the results for card sorting and user flows in mind, a distilled vision of service can be drawn out as a sitemap. No big surprises here, but our choices are backed up by solid data.
For each task that a user might perform with the Cornershop service, each step is considered and how it informs the next.
Further development informed by the previous lo-fi mockups takes shape as higher fidelity wireframes.
These wireframes can be directly imported to further user testing with services like Usability Hub. Here it looks like testers all agreed on a solution, but that isn’t always the case.
Simple, memorable forms evoking freshness, healthful foods, and speedy delivery informed logo design direction. The carrot rocket ship was a close second to the radish dart, which seemed to jive best with the wordmark.
Fleshing out the graphic sensibility of the service.
Fleshing out the graphic sensibility of the service.
The final design was created for multiple screen sizes, taking into account usage patterns for each
