Winkel

The Challenge

Research

COMPETITIVE ANALYSIS

Winkel’s competitors: what’re they doing well? What is lacking?

OPPORTUNITY: dish or recipe page from each supermarket for people who may not know what they want to pick up. Users can browse dishes they want to have and see all ingredients needed, and have the option to “add all” or select certain ingredients to purchase.

3 user interviews

TOP FINDINGS:

• 100% of interviewees care about the food they eat

• Coupons/budgeting, convenience of going to only one market for everything, options (gluten-free), variety. 

• 2 interviewees does grocery shopping once a week

• 1 interviewee does grocery shopping once a month

PERSONA: MIA W.

Mia is a health and money conscious shopper. She loves to cook and try new food and recipes. Mia leads a healthy lifestyle and believes that starts in the kitchen. When grocery shopping, Mia takes that into consideration and is always on the lookout for healthy options. Ideally, Mia wants to go grocery shopping daily to get the freshest ingredients but because she is a busy young professional, she is unable to and goes shopping 1-2 a week.

PROBLEM STATEMENT

The frugal, health-conscious young professional needs to find an affordable and convenient way to get fresh groceries delivered so they can sustain their healthy diet.

SOLVING THE PROBLEM

wireframes

style tile

To not overwhelm users with the UI, I opted for only one major color with different shades to be used throughout the mobile application. There will be a variety of colors used for the products, I wanted to limit my colors and keep things simple.

hi-fi wireframes

Testing & Recommendations

Three users were tested to assess the flow and usability of the mobile application. They gave very useful feedback which I prioritized from high to medium:

“The deals! I like having deals when I shop so that draws me in.” - Pauline