Online Shopping Experience Improvement for Urban Working Moms
Peapod is an American online grocery delivery service operations in 24 U.S. urban markets.
Overview
This project focused on optimizing the existing online shopping experience by implementing visual updates that enhance overall branding and improve user engagement.
Identify Problems
The existing website features two buttons, namely 'Shop' and 'BUY,' with distinct typography. However, users found the distinction between these terms unclear. Specifically, 'Shop' was intended for adding items to the cart, while the 'Buy' button directed users to a payment page, aiming to provide a quick purchasing experience.
After clicking 'Shop,' a new browser tab opens, presenting a list of products within the same category.
User Persona
Chelsea
Working mom in an urban city
Busy individuals with a modern lifestyle, comfortable using online shopping services, particularly those who cook at home and appreciate deals.
What Chelsea needs:
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Efficient and user-friendly online shopping experience.
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Access to a variety of products for home cooking.
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Regular availability of deals and discounts.
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Seamless navigation on both computer and smartphone platforms.
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Quick and convenient purchasing process.
Designing Improved Experience
Initially designing information architecture to address identified issues in the current user experience.
Visual Design Improvement
Incorporating visual enhancements to facilitate a more user-friendly and contemporary experience. A primary focus of this design is to clarify the action of adding an item to the cart.
Outcome
After designing the experience improvements, I tested the prototype and surveyed 10 individuals matching the persona. Consensus was widespread on the positive impact of the experience improvements. Notably, feedback highlighted the visual enhancements, emphasizing the perceived ease of use resulting from these improvements.