Group Order Community
The Group Order Community utilises an online collaborative shopping platform where users can team up and shop together, thus minimising the additional expenses of online shopping.
My Roles
User Research
UI/UX design
Design Strategy
Prototype
Duration
Feb. - May. 2023
Design Team
Yuchen Zhang, Chingwen Lin
Tools Used
Figma
Miro
ProtoPie
Google Meeting
What is our Product and How it works?
Group Order Community assisting online shoppers in teaming up and shopping together
Online grocery shopping offers convenience, yet it can result in drawbacks like added costs for orders below £50 and expensive deliveries. The Group Order Community offers an online collaborative shopping platform that enables users to shop online alongside friends or like-minded individuals, facilitating the splitting of delivery costs and avoiding minimum basket fees.
Plan to Start a
Group Order
in the Community
Join a Group Order
Choose and Join
a Group Order
Share link to
invite people
Split the bill
and Check out
Business Context
Group Orders under sharing economy
A Group Order Community is a team-focused platform in the sharing economy. It empowers individuals to collectively pool their purchasing efforts and resources when shopping for goods and services. This means sharing costs, saving money, and using resources smartly. By shopping together, the community reduces waste, boosts teamwork, and makes spending more efficient.
Business Benefits
Advantages of Group Orders based on the sharing economy
•
Participants in the Group Order Community can share the costs of delivery, thus reducing the financial burden on individual shoppers.
•
By allowing users to consolidate their orders, the Group Order Community promotes efficient resource allocation. This can lead to reduced packaging waste and minimized environmental impact,
•
The platform enables users to maximize the value of their spending by taking advantage of shared resources and collective buying power.
Approach
01 - Research
Background Research
Interview
Competitive Analysis
Affinity Mapping
User Personas
02 - Design
Brainstorming
User Flows
Information Architecture
Wireframes
Low Fidelity Prototype
03 - Evaluate
Usability Testing
User Feedback
Design Iteration
High Fidelity
Future Steps
Research
Initial Problem Discovery
Why do more people leave their online shopping carts compared to those shopping in physical supermarkets?
Background Research
Online shopping cart abandonment mainly linked to additional expenses
Research 1
Cart abandonment rate
70%
Online grocery shopping
20%
In-store
shopping
From Red Egg Marketing
Research 3
The top two concerns for online grocery shoppers in
the UK
38%
High delivery fees
30%
Inability to share orders
From Statista
Research 2
Negative consumer experiences of shopping at online grocery shops
No suitable delivery slot
Food not fresh
Substituted items
High minimum order value
Exorbitant delivery charge
From UK online grocery report 2022 - Spryker
Interview
One-to-one interviews with 10 regular online supermarket shoppers
To identify and address users' pain points, we conducted one-to-one interviews with 10 regular online grocery shoppers between the ages of 20 and 35 (NielsenIQ found that 53% of 18-34-year-olds said they had used the service in the past month in the UK).
What factors are important to you when choosing an online grocery shopping service?
How do delivery fees impact your decision to use online grocery shopping services?
How important is the availability of delivery time slots?
Have you ever experienced any issues with online grocery shopping and what were the main concerns?
Do you find the minimum order value for online grocery shopping services to be a barrier to use?
Have you ever shared an order with others when shopping at an online grocery shop
Analysing the Data + Insights
Processing and Analysing the data
We synthesized the collected data from the interviews and contextual inquiries into an affinity map to help form insights and brainstorm design ideas to solve higher-order problems.
Extra costs associated
with online shopping
Minimum basket charge,
Costly delivery charges
Attempt to team
up orders with
nearby individuals
to reduce costs
Challenging to locate
suitable order partners
Limited awareness of
nearby individuals
seeking joint orders and
Challenges in
synchronising shopping
schedules with friends
Inconvenience in sharing devices and calculating personal expenses
Competitive Audit
The top-scoring Tesco platform as a research model for optimizing other platforms
Having identified the pain points of existing online grocery users, we conducted a comprehensive evaluation of the top four market-leading online grocery brands across five key aspects.
Following this comparison, we selected Tesco, which obtained the highest overall rating, to address similar challenges faced by other online grocery platforms. Our aim is to optimize Tesco's online platform and provide effective solutions.
Online Delivery Service Rank
655
Market Share
27.1%
Minimum order value
No, Pay extra £5 below £50
Delivery fee
£2 - £7
Rapid delivery service
Whoosh
Online Delivery Service Rank
524
Market Share
14.3%
Minimum order value
£40
Delivery fee
£2 – £7
Rapid delivery service
No
Online Delivery Service Rank
390
Market Share
1.9%
Minimum order value
£40
Delivery fee
£2.99 – £6.99
Rapid delivery service
No
Online Delivery Service Rank
312
Market Share
9.0%
Minimum order value
£25
Delivery fee
£2 – £5.5
Rapid delivery service
No
User Persona
Meet Sammi
Based on our insights and observations from the research methods, we created two personas and user journeys that captured our users' essence and characteristics.
Sammi often makes unnecessary purchases to meet the £50 minimum basket requirement. Despite attempting orders with nearby friends, all efforts have failed. This persona highlights the difficulties of finding order partners to reduce online expenses.
How might we aid individuals in locating the ideal remote shopping partner for joint orders, minimizing the additional costs associated with online shopping?
Design for Sammi
Brainstorming the Design and Creating Storyboard
Discover order partners in the community to reduce the extra costs of online shopping
Online collaborative
shopping platform
Order Partner in
the Community
Sammi's design concept revolves around aggregating users seeking to team up for cost-effective online shopping, enabling them to easily connect with suitable order partners who share similar needs.
Solution
Final Solution + Design
Solution 1 -
Seeking affordable delivery fees? Join a Group Order in the community!
•
Faster matching to the suitable Group Order post through the Filter function
•
Join the suitable Group Order to split the delivery costs and avoid the minimum basket charges
Solution 2 -
Post a Group Order, waiting for people to put together an order!
•
Post a Group Order Pos and wait for someone with the same needs to join
•
Effective in savings on delivery charges and resolving minimum basket requirements
User Persona
Meet Jim
Despite having dependable friends to collectively save money through online orders, Jim and his friends encounter the intricacies of sharing devices and meticulously tracking expenses per person. Jim's experience underscores the challenges posed by device-sharing for users engaged in group orders.
How might we assist shoppers in eliminating the practice of crowding around computers or passing phones when shopping together?
Design for Jim
Brainstorming the Design and Creating Storyboard
Shared Group Shopping Links to eliminate the need for complicated equipment sharing
Online collaborative
shopping platform
Shared Group Shopping Links
Jim's design concept revolves around streamlining group orders by swiftly establishing a shopping collective through link sharing once participants are identified. This approach eliminates the need for equipment-sharing complexities among multiple individuals, and the system automatically handles individual billing for seamless settlement.
Solution
Final Solution + Design
Solution 3 -
Share the Group Order link and invite the people you're putting together
•
A more private way to create a Group Order
•
Rapidly create Group Orders with people who know each other
Evaluation
Testing and Improvement
3 Main Improvements to the Design
To evaluate this prototype, we conducted a remote un-moderated task-based usability study with 5 participants. This was followed by a qualitative survey that asked participants to describe their thought processes while performing the tasks.
01 -
Limited interactivity in the map interface
02 -
Confusing check mark icons misleads users
03 -
Lack of reminders of the group order progress
Future Steps
If I have more time……
•
Find out how Group Order pick-up is the best way for users
•
Find out how to promote the Group Order function and get more people to join
•
If we had more time, we would love to conduct in-depth usability studies with users of different ages. Find out how they use Group Order and what they think about it.
•
Better adhere to WCAG standards.
Achievement
80% +
Improved user satisfaction
Through the Group Order Community feature, I find online supermarket delivery more appealing, as it significantly reduces waste and adds the enjoyment of ordering together.
User Flow
Wireframe
