Redesign shops experience
Role
Lead product designer
At
Delivery hero
With
Product manager, User researcher, Engineer
Overview
Summary
In late 2020, Shops had 10% customers of all orders. However, 80% of the customers abandoned their carts. We translated research insight into design and this led to end-to-end design revamp. In result, we significantly increased the shops transaction to 5% and reduced total shopping time by 7%. This means on the new design, 5% more customers shopped while making 7% quicker decision.
Users
foodpanda users in APAC
Platform
iOS, and Android
Key areas
Research, Prototyping
Why do 80% of people drop off after they added items to the cart?
Offline vs online
Traditional way of grocery shop — you write a shopping list either tangible or intangible, you go to the grocery store, and you explore the aisles. On the online grocery experience you skip the travel part and immediately explore the products.
But other than that, what are the main differences between offline and online experience?
What is the primary use case for the online grocery shopping?
Creating narrative
Speaking to foodpanda Shops users on their shopping habits was helpful. Also we compared the insight to the quantitative data to validate if that habit was a pattern.
“I want to get what I want as quick as possible, good quality and not damaged.”
User journey walk-through
User goal
Key activities to create critical user journey
Translating the research learnings into design
Heuristics
Qualitative data
Users usually order grocery online when they are impromptu and lazy. That’s triggered by a need of higher level of urgency.
Qualitative data
Users would feel more confident to check out after they assess certain criteria: delivery time, quality of products, brand familiarity, delivery fee, and promotion.
Quantitative data
85% of all placed orders occur within 1 hour. This means users make quick decisions from browsing to checking out.
Success for users
⏱️
Findings items quickly
🚀
Delivered within 30 minutes
🥬
All items delivered, undamaged, and good quality
Solutions
⏱️ Finding items quickly
Comparative browsing so that users can shop faster.
🥬 All items delivered, undamaged, and good quality.
Allowing users to add review so that users verify that they are getting high quality products.
🚀 Delivered within 30 minutes
Communicating the estimated delivery time upfront with new layout.
⏱️ Finding items quickly
Decluttering unnecessary white space and upgrading pictures: better usability so that users can shop faster.
🚀 Delivered within 30 minutes
Quick filters help users to browse options that fulfil their need at the urgent situation.
⏱️ Finding items quickly
Selling the value proposition by saying ‘Delivered within 30 mins or less’. And the ratings shown upfront as social proof helps users decide the option quicker.
🥬 All items delivered, undamaged, and good quality.
Customized content to transparently communicate the grocery process and build trust so that users know we deliver good quality products.
After revamp, we significantly increased the grocery transaction to 5% and reduced total shopping time by 7%.
This means on the new design, 5% more customers shopped while making 7% quicker decision.
Impact
Thank you!
Did I have your attention?
Get in touch with me 💙