Project Type- Design Challenge for a design agency’s interview process
Skills Used- Guerilla Interviews, Competitive Analysis, Literature Review, Personas, Sketches, Wireframes, Usability Testing, Screen Flow, iPad version, Android version
CHALLENGE- Design a solution that makes daily grocery shopping more fun, more meaningful, or more efficient.
PROBLEM CHOSEN- I discovered that during grocery shopping, the health conscious people find it very difficult to choose healthy products that meet their personal nutritional needs due to the complexity of nutritional science and calculations, budget constraints and time constraints.
TARGET AUDIENCE- Health conscious people, especially those with dietary restrictions and special dietary needs.
MY SOLUTION- An application that lets the health conscious people create grocery lists and takes care of all calculations involved in shopping healthy. It suggests products that meet a person’s daily nutritional needs as well as budget needs. Furthermore it makes grocery shopping efficient through quantity suggestions and the option to select the grocery stores to shop at, thus saving time.
FINDING A PROBLEM- I started with domain study and looked at consumer reports, news articles on current consumer behavior, current state of technology in grocery stores, latest trends in grocery shopping, etc. It was hard for me to find a unique problem that had not already been solved. Coincidentally, I had joined the gym around the same time and realized my own struggle to find products that were healthy for me and that fit my budget constraints. I decided to tackle this problem.
GUERILLA INTERVIEWS- I stood outside 2 gyms near my house and grabbed 14 people for interviews. I asked them about their diet, difficulties in grocery shopping, choosing a product, etc. I also interviewed a doctor and a dietician.
- People make assumptions and buy products that they think are healthy based on their incomplete knowledge of nutrition.
- Majority of the health conscious people read nutrition labels.
- Budget is always a concern.
- They have a hard time converting their doctor’s dietary recommendations into products to buy.
“A friend of mine had this cereal for a long time because he thought it was low on calories and healthy. I took a look and found that he had been having 8 times more calories than he thought because he did not consider the serving size on the label (which was 1/8th of a serving).”
PROBLEM DEFINITION- Due, to health issues such as obesity, high blood pressure, high cholesterol and diabetes, 60% Americans want to lose at least 20 pounds, 22% are dieting at any point and 80% check nutrition labels.
Nevertheless, nutrition is a science and involves a lot of calculations. People don’t know how to read the labels and interpret serving sizes, nutrients, calories, etc. Serving sizes differ across products of the same type and are not relatable to everyday living. This results in a lot of confusion and erroneous assumptions.
Furthermore, shopping with impatient kids often means little time to read the nutrition labels. Therefore, during grocery shopping, choosing healthy products that meet personal nutritional needs is very difficult for the health conscious because of the complexity of nutritional science, budget constraints and time constraints.
Having defined my problem, I started my design process. I created personas as can be seen on the right. Also, I conducted competitive analysis of the only 2 apps in the market- Shopwell and Fooducate. I started sketching and created wireframes. You can see the key screen on the right.
I created an interactive version of the app (using Invision) and used that to do 30 mins long think aloud user testing with 3 users. All of them found the application easy to use and understand. Here is the negative feedback-
1)The initial version had “+” and “-” to add a meal and then later to add a product. All users were confused by this. I changed these symbols to the words “Add” and “Remove”.
2)All of them were initially confused by “Scan History” but were able to make a close guess.
3)All of them were initially confused by the “shopping mode”. I hope a visual tutorial at the beginning of the app will remove the confusion.
I then created a screen flow of all the iPhone screens and the key screens for iPad and Android.