West Phillie Produce E-Commerce Site Design Concept
West Phillie Produce
In the world of COVID, grocery delivery services are more in demand than ever. This field is led by larger businesses such as Whole Foods, Walmart and Instacart. West Phillie Produce, in an attempt to break into the world of e-Commerce grocery shopping, needed to design an online shop to start reaching more people. This project was developed to solve this problem while maintaining strong focus on the community West Phillie Produce has been reaching out to and helping. This solution is aimed towards those who are looking for good deals and prices for groceries whether in the community or elsewhere.
My Role
This was a solo project where I was responsible for designing the interface and putting it through usability tests to assess its efficacy
Tools
Maze.co
Figma
Google Suite
Hypothesis
Users need a means of ordering affordable groceries for pickup or delivery online through an e-commerce site that is transparent about prices and availability because they find it hard to find the time to go to the grocery store and look through the aisles trying to find what they need at the best price they can find
Product Goals
Use proto persona provided to design an interface
Create a familiar interface where new users will feel comfortable without getting lost
Design
With the provided data on users and their pain points, I set out to design a simple interface without any distractions or unnecessary features.
Key Features
Discounts and sales outlined directly on the home page
Easy-to-navigate interface and menu
Simple, modern design and typography
Emphasis on the aspect of community
Home Page
Fruits Products Page
The Solution
I conducted a total of 3 usability tests to understand how new users interact with the interface and iterated on the design using that data.
Key Insights
Confirmation of items being added to the cart was vague and none of the users knew when they had added the items.
Checkout page didn’t make the users feel their information was secure.