UX Researcher & Designer
March 2023 - June 2023
GoGro is a mobile app that allows users to complete all their grocery-related tasks through one product. This includes list making, recipe storing, shopping, delivery, and even budgeting.
While there are several grocery related apps that allow people to create lists, save recipes, and order groceries, there isn’t one that does it all.
To provide users with a “one-stop shop” product to conduct all their grocery-related tasks on one streamlined platform.
As smartphone users living in the 21st century, we experience a cognitive overload of apps and digital products. GoGro will improve the user experience by compiling all relevant tasks and data into one organized app.
I conducted a competitive analysis between the websites of two grocery chains- Whole Foods and Safeway. This provided me with initial insight into some of the successful and unsuccessful areas of the grocery experience.
After the competitive analysis, I conducted a contextual inquiry to get a more in-depth, personal view of the grocery shopping experience. This method allowed me to be a fly on the wall and observe a user navigate the in-store and online shopping experiences.
Age: 21
Location: Eugene, OR
Occupation: Student
Goals: Buy groceries for the week, don't take too much time, get mostly healthy foods, spend under $75
I collaborated with one of my peers to compile our collected data into an affinity map. Using an affinity map gave us a better understanding of the grocery shopping experience and how that experience may vary for different users.
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The affinity map showed us differing user behavior during the list making process, the process of choosing between in-store and online shopping, and the shopping process.
The data collected from the research phase and organized during the analysis phase informed the user persona I created, Grace The Grocery Girl. Creating Grace allowed me to clearly define one of my product’s targeted users.
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After creating a persona, I conducted a UX vision exercise with 2 participants to start considering solutions to user pain points. During this session, I presented my participants with hypothetical scenarios and asked them to start brainstorming solutions. This was a fun and creative way that allowed potential users to offer up ideas and features that they would like.
The findings from the UX vision informed my development of a low-fidelity wireflow. This process allowed me to envision potential features and screens. This flow shows the user’s process of adding a recipe to their shopping list.
After reviewing the initial concept, I created mid-fidelity wireframes that showed some of the interface components and refined features and screens. They remained mid-fidelity because I was still focusing more on the user experience and the function of the app.
I created a simple style guide to ensure visual consistency across all creative elements of the product.
The next iteration was creating high-fidelity screens for the app. All the decisions regarding features had been determined, so developing the interface and aesthetic was next.
