Woolworths
Research project on the grocery shopping experience

Concept Project

2 weeks

Group project
3 UX design students

INITIAL BRIEF

Our group of 3 UX students decided on a brief. This was our first research project during our 10-Week immersive UX Design course.

"Woolworths would like to create smaller stores in Sydney that would exclusively sell healthy and environmentally friendly products."

ASSUMPTIONS TO BE VERIFIED

People want to shop...

1. closer to home

2. in smaller stores

 

People are looking for products that are...

3. healthy

4. environmentally friendly

APPROACH

  1. Understand shoppers' habits

  2. Redefine the opportunity for Woolworths

  3. Design the solution

Techniques:

  • user interviews

  • affinity mapping

  • survey

  • recommendation matrix

  • severity matrix

  • heuristic analysis​

Deliverables:

  • personas 

  • sketches on paper

  • medium-fidelity prototype

OUTCOMES

I created a medium-fidelity prototype that would make the online shopping experience simpler and more efficient.​

1. UNDERSTANDING SHOPPERS' HABITS

Firstly we wanted to understand the shoppers' habits. How do they feel when doing their grocery shopping? Where do they go and why?​

We interviewed 20 people and surveyed 36 people from different demographics in order to challenge our 4 assumptions and define whether the Woolworths' opportunity is relevant for people or not.

Where do you go grocery shopping and why?

How do you feel when shopping?

Qualitative outcomes

After 20 interviews, we compiled the answers and mapped out different groups.

We found out that people want to...

Quantitative outcomes

We quantified our qualitative outcomes with a survey. It allowed us to identify 3 groups of people based on their main goal when grocery shopping.

Main goal:

Find an exact product

Be quick

Find deals

Browse in a nice atmosphere

Store & Products preferences:

Alice
Exact product seeker

Store size

Store criteria

Products criteria

Ease to find products

Express shopper

Size preferences

Steve
Express shopper

Store size

Products criteria

Ease to find products

Store criteria

Reuben
Deals seeker

Store size

Products criteria

Ease to find products

Store criteria

LEARNINGS

1. People want to shop close to home.​​

One of the most important criteria for people when choosing a grocery store is the distance to their home, they want the store to be close to home. It is even more relevant for "Exact product seekers" and "Quick shoppers". 

2. People don't want to shop in smaller stores because of their small range and more expensive prices.

"Exact product seekers" and "Quick shoppers" prefer shopping in large and medium stores. They consider that medium stores are less crowded and more pleasant. They like large stores because they are a one-stop shop. "Deals seekers" prefer shopping only in large stores.

People consider small stores have a smaller range of products and are more expensive.

3. People are looking for products that are healthy.

The 3 main criteria for people to choose a product are the health (67%), the quality and taste (59%), and the value for money (67%). It is even more relevant for "Exact product seekers" and "Deals seekers".

4. People are not particularly looking for products that are environmentally friendly.

Only 30% of people are interested in environmentally friendly products.

Learnings

1. People want to shop close to home.​​

One of the most important criteria for people when choosing a grocery store is the distance to their home, they want the store to be close to home. It is even more relevant for "Exact product seekers" and "Quick shoppers". 

2. People don't want to shop in smaller stores because of their small range and more expensive prices.

"Exact product seekers" and "Quick shoppers" prefer shopping in large and medium stores. They consider that medium stores are less crowded and more pleasant. They like large stores because they are a one-stop shop. "Deals seekers" prefer shopping only in large stores.

People consider small stores have a smaller range of products and are more expensive.

3. People are looking for products that are healthy.

The 3 main criteria for people to choose a product are the health (67%), the quality and taste (59%), and the value for money (67%). It is even more relevant for "Exact product seekers" and "Deals seekers".

4. People are not particularly looking for products that are environmentally friendly.

Only 30% of people are interested in environmentally friendly products.

2. WHAT IS THE REAL OPPORTUNITY FOR WOOLWORTHS?

We validated two assumptions and invalidated two others which proves that the initial opportunity is not the right opportunity for Woolworths.  

Along the way we also found out new learnings:
  1. A large range of products is the second most important criteria for "Exact product seekers" and "Quick shoppers".

  2. The store experience is not an important factor for people.

  3. Quality/taste and Value for money are as important as Health.

  4. Some of the "Exact product seekers" (11%) and "Quick shoppers" (14%) found it hard to find their products. 

Initial opportunity: Woolworths would like to create smaller stores in Sydney that would exclusively sell healthy and environmentally friendly products.

New opportunity
 

3. WHAT COULD BE THE SOLUTION?

After brainstorming solution ideas, I prioritized them on a Recommendations Matrix in order to choose the lowest effort and lowest expense solution that will answer the main issues. 

By promoting the online shopping and making it easier...

we think we will help exact product seekers and quick shoppers to access a store with a large range of products, close to their home and help them find healthy, quality/taste, and value for money products.

Analysing the actual online shopping experience

I followed two scenarios:

1

Alice has never shopped groceries online, she would like to find out how it works, how much the delivery will cost, when it could be delivered to her home and if the products are at the same price as it is in stores.

2

Steve wants to shop online for the first time and wants his groceries delivered at home tomorrow night.

Based on 5 Heuristics of the Classic 10 (Jacobs Nielsen) :


- Match the real world

- Flexibility & efficiency of use

- Visibility of system status

- User control and freedom

- Consistency & standards​

I created an Issue Severity Matrix.

Severe issue

You can't see very well the products

I don't know where to go to start shopping

It is hard to choose a product without having an overview of the range

It is hard to find when my order could be delivered. I have to sign up to find out.

It is hard to understand the delivery options

Frequent

I missed the password guidelines

Based on the Issue Severity Matrix, the most important pages to design are:
 
  • A more visible way to start shopping

  • A new online shopping page, with an overview of a range and bigger products

  • An online shopping explanation page with all the information available without signing up.

Ideas for the new shopping page

I thought about a simple online shopping experience that reflected more the real shopping experience, and that included an overview of a range and bigger products.

Quick sketches on paper:

Medium-fidelity prototype on Axure:

A simple search bar and quick links

Click on a product and swipe down to your basket!

A shopping experience that looks more like reality (shelves, products aligned).

4. NEXT STEPS

The next steps would be:

  1. usability test of the first 2 medium-fidelity screens

  2. test the layout with other products

5. RETROSPECTIVE

The 4 key things I learned from this project:

  1. Share and explain ideas with other UX Designers

  2. Choose the right tools to solve a problem

  3. Prioritize our work

  4. Create a non-biased survey