UX Works

Redefining Tesco e-grocery shopping experience

DESIGN FOR IOS MOBILE APP · CASE STUDY · USER JOURNEY

Project Overview

The Team

Jiarui Li, Natalia Mitina, Yeqing Liu, Yuqing Cao

My Contribution

Responsible for user research, focus group, and delivery of functions

Timeline

Jan - May 2022

The development of the COVID-19 pandemic had turned a large number of grocery customers to shop online. Nevertheless, e-grocery platforms faced challenges in that their correlation with in-store shopping had not been optimized. In early 2022, we investigated UK residents’ intentions for local grocery shopping and redefined Tesco's online shopping experience with its enhanced functionality that expectfully brings more potential users in use.

What's the context?

User interaction in present online grocery shopping was cumbersome and disjointed; searching for foods on phones was much more inconvenient than offline shopping, while most e-grocery apps required users to do all of the work, from searching through thousands of foods to placing orders.

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Challenge

To investigate grocery shopping behaviors among UK residents and generate Tesco's e-grocery platform with easy-to-use functionality.

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AIMS

· To understand the challenge faced by UK e-grocery retailers

· To examine Tesco's current e-grocery experience and identify the pain points

· To investigate user needs and determine the design approach

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Outcome

Design approach

Why is this a problem?

With the first online grocery platform had been launched at the end of the 1990s, its market share gradually increased over several decades, reaching a peak in 2020. Despite the development of COVID-19 had driven the retail shift towards online, as according to background research, grocery shopping customers largely returned to offline shopping during the post-pandemic period. While McKinsey & Co. (2021) forecasted a subdued post-pandemic return to the stores, they highlighted that in continental European countries where the e-commerce was less popular, its experience was less than ideal.

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