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VITAMART
Vitamart is a grocery startup that helps in discovering nearby organic shops and provides online delivery services for organic groceries. People can order their favourite organic products and deliver them to their doorsteps.
Role
UX + Visual design
Category
e-Commerce App, Food
Duration
Aug - Sept 2022
Objectives
To help users discover organic grocery stores, and provide information about the stores' products and locations.
Allow users to search for stores by location, product offerings, and other relevant criteria.
Provide an option for users to place orders online or visit the store in person.
The challenge
When I started thinking about how to build an app that would help people find organic grocery stores in their area, I knew it was going to be a long process. After all, there are hundreds of organic grocery stores in Delhi alone. What's more, each store has its own unique assortment of products, so it can be hard to find one that offers everything you want.
This is also true for many people who are interested in buying organic foods but don't know where to begin.
In order to tackle this problem and get a better understanding of what our users want from us, I conducted interviews with two participants. I asked them questions about their organic grocery buying habits and the challenges they face while shopping.
Evaluating the need
The organic food retail sector is one of the fastest-growing sectors. Many countries around the world are increasing their interest in growing organic production and selling in the market.
Moreover, The Indian organic food market was worth USD 1,013.4 million in 2021 and is further projected to reach USD 3,594.0 million by the year 2028
Current behaviour & Constraints
I did a survey on Twitter to get people's opinions on organic grocery shopping and the challenges faced by them.
Constraints
I found a large group of users are interested in organic grocery shopping but are not tech-savvy.
Core user groups
Health-conscious individuals who are interested in purchasing organic products. These individuals may be looking for a specific product or may be interested in exploring a variety of stores to find the best selection of organic products.
Users who are not aware of the benefits of organic food consumption and want to explore more:
Meet the users
Research Insights
After gathering & analysing the relevant data, I was able to categorize the common themes into two insights with the help of affinity mapping.
Additionally, according to people, adopting an organic diet is a wise choice for both the environment as well as personal health but buyers are struggling with the online shopping experience as well.
Core problems and why?
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Limited information or difficulty in finding stores
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Limited knowledge about stores and product offerings
USER PROBLEM
How might we help consumers easily discover and order from local organic shops around them (Online & store pick-up)
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Inconvenient offline shopping experience
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Limited options for online shopping and process complexity
BUSINESS PROBLEM
How might we promote and increase awareness of organic food consumption?
Requirements
Relevant information, to provide detailed information about each store, including its location, hours of operation, and product offerings.
Search functionality, users should be able to search for stores based on location, product offerings, and other relevant criteria.
Online ordering, users should have the option to place orders online, with delivery or pickup options.
Social media integration, users should be able to share their discoveries with friends and family through social media and other platforms to achieve the business goal of spreading awareness.
After empathising with users, analysing all the gathered data and defining the problem statement, I moved ahead with ideating and designing solutions as per the requirements.
Conceptualization
I used crazy-8s sketching exercise method and created low-fi concepts for primary use cases and began to conduct usability tests with the low-fidelity wireframes
Style guide
Now after ideating and conducting the usability testing with multiple iterations, It's time to define the visual identity and produce high-fidelity designs.
Solution
Providing shoppers with an easy way to locate all the trusted organic shops near them and allowing them the facility to either visit the shop and pick up the groceries or order online and get them delivered to their doorstep.
Discovery
Now consumers can easily find out trusted organic shops near them and can check the availability and timing before going out for shopping or ordering groceries online.
Translated the style guide into Hi-fi digital screens
I created almost 41 screens during the Hi-fi design process. I tried creating multiple style versions of interfaces and settled down with those ones which functioned seamlessly after A/B testing
Homepage with categories
Customers can shop for organic groceries either via product search or by selecting their preferred shop on the homepage
Takeaways
Seemless
order tracking
Consumers can track their ongoing order delivery and contact the delivery person through the tracking screen.
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