Friendly Grocer

UX Case Study

Friendly Grocer is one of the largest groups of independent grocers in Australia. Spurred on by the growth of online grocery shopping during the COVID-19 pandemic, our brief was to develop an online shopping experience within the existing architecture of their current site.

Research

Throughout users interviews with existing Friendly grocer (FG) shoppers we determined that at the core of their shopping experience was not only convenience of location, but the investment FG stores making in producing higher quality produce and unique, bespoke items.

This convenience and personal connection narrative played out across a variety of customer stories. Interestingly many shopper of FG were not avid online grocery store shoppers and as such any online shopping experience would have to provide a substantial convenience add in order achieve adoption

The most frequently referenced features of the FG experience included:

"I want information on produce ripeness/origin etc
"I need to have access to interesting products and flavors I can't find in the big names supermarkets
"When shopping online I need the convenience to pick up my groceries earlier"
"Shopping online can be longer due to complex delivery or pick up times"

Converting research into a journey

Through these interviews we were able to construct a persona profiles and associated customer journey (below)y, this then was developed into a User low before finally being manifested as designs

User Flow

Version A Design Prototype

Usability Testing

We conducted several user tests after this first iteration of the design..

Several key features and improvements were identified across all testers including new information hierarchy suggestion, page functionality and navigation adjustments.