Elnaz Saeedlou UX/UI Designer
Fresh Market
Fresh fruit and Vegetable Grocery Website redesign
A UX UI Case Study
Platform Website
Duration 10 Weeks
Course UX/UI Niaz Zia Design School
My Role User Research,Information Architecture,Sketching and Wireframing,Visual and Interaction Design,Prototyping (Lo/Hi-fi),Prototype Testing.
Tools Figma , Photoshop, Miro
Overview Fresh Market was a UX experimental project with a goal of redesigning a fresh produce e-commerce website for a fictional client over a two month sprint in a UX workshop. The objective was to practice a user centric design process that started with exploratory research, user interview and competitive analysis and resulted in a mid-fidelity prototype. The time limitation and working with UX novices made it a challenging and yet constructive project. Here comes a brief explanation of what we have done.
Final Concept
Design Process
Problem Statement
In Covid pandemic Period Online Grocery shopping become very hi demanded. the problem was users usually prefer to buy fresh products in person, less people trust the beautifully captured photos to get their fresh food needs. the old version of website didnt have and didint create the trust users need to buy their fresh food.
Goals
The goal of this project was to redesign an E-commerce website for a fictional client, Fresh Market, over a two month sprint in a UX workshop. The time limitation and working with all novices in UX field made it a challenging and yet constructive project. However, the outcome is satisfying.
Acomplishement
By redesigning the Fresh Market website and adding innovative features we improved the user experience. Now the flow of shopping process is much smoother and users can find what they need much easier and faster. This project was only for the MVP concept. However, with a time limitation, the design was challenging but we ended up having a new horizon in fresh product delivery website.
User Research
To evaluate the Fresh Market Website, we relied on qualitative and quantitative research methods. This allowed us to gain a deeper understanding of the customers’ needs in order to have a fluid purchase process. Although users were able to get through the checkout, they continued to struggle with narrowing down their choices and having problem the check out section.
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Survey and Interview
We had an insight about our target audience. However, to know the users better, we conducted a survey and interview.
The questions were centered on the following topics:
Online shopping motivation and experience, Personal information that relates to their grocery shopping habits, User’s grocery needs
Based on the researches, we created our persona.
On the same time, we evaluated the website and SWOT analysis was done. The results are as follows:
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User Persona
Story Boarding
We made a storyboard based on a scenario to visually predict and explore the user experience with the website. It helped to show the touch points the user might have with the website during a shopping process.
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Scenario
It’s Wednesday 18 Nov 2020. Tina wakes up at 6:00AM. She knows today will be a busy day. While she is making her coffee, she thinks that she can’t go to the grocery store and has to order her list online. She usually shop from “Whole Foods Market” and “Costco” websites but recently she has found the Fresh Market website and wants to try it. After she places the order, she goes to work at Good Samaritan Hospital.
While working, Tina finds out that she forgot to order onions, but she is not sure if she can add it to her list or not. So, in her break time she goes back to the website and logs in with her username and finds an option of editing her order. Then she can successfully adds onions and goes back to work.
It’s been a long day and she is tired. When Tina arrives home, she finds a box at the front door. She is impressed that her order got there on time.
She prepares a plate of fruits for her kids and gets busy with cooking. All the family enjoys delicious and healthy meals she prepared with fresh vegetables.
Tina is so happy with her shopping because she could save lots of time by ordering the vegetables she needed for dinner online. Now she can spend more time with her lovely family!
SWOT Analysis
© 2022 by Elnaz Saeedlou.
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