Groceasy: Redefining Grocery Shopping Online
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Goal
To design a seamless grocery shopping experience that connects local stores with users in Tier 1, 2, and 3 cities. Groceasy aims to address pain points like navigation, repetitive ordering, and personalization, empowering local businesses and creating a user-friendly platform for all.
Problems
Despite the rapid growth of e-grocery platforms, many users in smaller cities face challenges like:
• Limited store options
• Fragmented user experience
• Lack of personalized recommendations
• Time-consuming reordering processes
Additionally, local grocery stores struggle to reach a wider audience in a competitive market. Groceasy aimed to bridge this gap by empowering local businesses while enhancing the user experience.
My Role
• Feedback helps make the design better, and different ideas and inputs let you explore many possibilities and gain more knowledge as you go along.
• During the research phase, I read numerous articles and examined various screens to gather inputs and study elements.
Impact
• +18% increase in user retention by introducing streamlined navigation and search functionality.
• Successfully onboarded 120+ local stores during beta testing.
• Boosted repeat purchases by 24% through smart recommendations and subscription features
• Improved order completion rates by 32% after redesigning the cart and checkout process.
Brand Guidelines
Research
To understand the pain points of users and local businesses, we conducted:
• Surveys and interviews with 30+ users and store owners.
• Competitive analysis of leading grocery apps.
• Insights revealed the need for better personalization, efficient navigation, and trust-building for local stores.
Solutions
Redesigned the navigation system for improved accessibility:
• Introduced a fixed bottom navigation bar for essential actions.
• Added categories and filters for easier product discovery.
• Highlight special promotions, discounts, and exclusive store deals prominently on the store screen.
• Popular products from the selected store to catch the user’s attention and promote sales.
Results
• During the beta phase, active users grew by 42%, demonstrating strong engagement.
• We successfully onboarded 120+ local stores, receiving positive feedback from owners.
• Usability testing further validated the product, with 87% of users finding the app intuitive and efficient.
Learnings
This project emphasized the importance of:
• User-centric design: Addressing user pain points directly improves engagement.
• Collaboration with stakeholders: Aligning business goals with user needs creates sustainable growth.
• Iteration and testing: Small changes, like improving navigation or checkout flows, significantly impact user satisfaction.
Conclusion
Groceasy was a rewarding project that combined design innovation with real-world impact. It successfully addressed user needs while empowering local businesses. This journey reinforced my belief in the power of thoughtful, user-centered design to create meaningful change.
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