Who We Are And Why We Are Different?
Good Eggs delivers absurdly fresh groceries straight to your door. We believe good food is the most powerful force for change. For our families, our community, and our environment. We have deep roots here in the Bay Area, and the highest standards in the industry.
Current Challenge
Current online grocery shopping methods don’t always support the needs of customers with unique dietary needs, including people with non-Western diets, people with allergies, and people who practice veganism. Existing products that attempt to this are not always access or affordable for all customers.
Planning
Absurdly Fresh Produce
— Working with local growers
— Fresher food
— Dollars stay local
— Relationships with the farmers
Sustainable Meat, Dairy & Eggs
— Animal welfare standards
— Source farms, they raise animals on pasture
Everything you want & need
— Bread baked this morning
— Wine from Napa
— Household cleaning products
Account
— Create account
— Order what you need when you need
— No subscription needed
For more project planning — details here
Potential users
Dietary restrictions:
Gluten free, vegan, vegeterian, paleo, raw diet.
We find it challenging for potential users to look for items unless they search the specific restriction.
Affordability: Prices per/product are high quality but expensive.
How might we find opportunities to bring in more customers to have accesible healthy food.
UI/UX constraints
Responsive (from desktop to mobile)
It feels a little disconnected on how to pick items based on your diet.
No filters included, for each user to pick
User Research constraints
Create persona:
(Screening, recruiting the right people, not relying on demographics)
Understand the customer and how might
we help those who would want to consume healthy food, but can’t afford them.
Technical & Marketing constraints
What is doable from a technology standpoint? Can it be implemented?
How is this problem affecting the business
and how will it better it?
“Goodbye, grocery store. We offer same-day delivery and flexible windows. We’ll pick up and reuse our boxes and ice packs, and the rest of the packaging is recyclable or compostable”.
— Good Eggs
What do I already know?
— Fresh groceries delivered to your door in the Bay Area.
What do I need to know?
— More about the diet restrictions and affordability.
What do I need to do?
— Research current customers
— Screen potential customers
— Create a user persona
— Look more in depth through my competitors: Thrive Market, Instacart, Farm Fresh to You, Whole Foods
Analyze
Measure success:
— Increase 200k MAU’s
— Increase 20% of new customers (sign ups)
— Establishing reviews of 4 starts and above
Ideate solutions
What impact is Good Eggs trying to attain?
Provide a better most fresh grocery delivery in the bay area with top quality products within an affordable matter.
“We do more than just groceries. Meal Kits with less than 15 minutes active cooking time, ingredients and sauces prepped in the Good Eggs Kitchen, and fully cooked dishes help you spend less time planning and prepping.”.
— Good Eggs
Research
Who are the target users? | What are the needs of the target users?
What are the motivations of the target users? | What are the behaviors of he target users?
”I always strive to give the best for my family, especially my kids”
Alexa
— Interior Designer, Female, 30 y/old.
— Married and mom of two kids (2y/old and 5 y/old).
— Just purchased a home in Marin, CA.
— Works in the bay area, by Marin area.
— Busy schedule, likes cooking in the weekends.
— Healthy living at home priority, prefers organic.
— Likes helping local businesses succeed.
Zac
”Stay active, eat healthy fresh and at my own convenience”
— Product Designer at a Startup, Male 27 y/old
— Single, has a golden doodle
— Lives in a 1bed Apt in San Francisco, CA
— Works downtown, meal preps for work.
— Gluten free. Likes cooking healthy
— Enjoys working out, very outdoorsy person.
— Likes going out with friends over the weekend.
— Cares a lot on sustainability.
Desk research | Targeted user surveys (TypeForm) | Interviews
What are common frustrations for the key audiences?
Research
For info on the Empathy Map — details here
What did I learn?
What kind of research did you do? How did you do it? What did you learn? How did you tie in empathy?
What resonated about the target audience? What resources and techniques did you use? What proved most beneficial?
Personas
— Both personas are always looking for the freshest and most organic food they can get.
— They enjoy supporting local farmers and keeping the close relationship.
— Busy schedule but part of their routine is to stay healthy and cook meals.
Competitors
— Good Eggs unique capabilities is absurdly fresh products picked from the farms
— Fresh same day or planned delivery
Common frustrations
— Delivery windows: For Good Eggs it is from 5pm - 9pm.
— Substituting products: You need to pick in advance, if not they either pick another item or don’t pick any (depends on the person who shops for you).
— Not finding products with dietary restrictions easily.
** Majority of users where hoping to see more sale items, or suggested products.
** More sustainable packaging and better way to find the products on their apps/websites.
Synthesizing
Competitive analysis
— A quick overview on how these three products explore the same solutions, but with unique capabilities.
— Bringing opportunities to explore as solutions
— Understanding things that we find repetitive
Features in common
— Same day delivery
— Organic produce
— Categories
— Delivery Fee
— Tip (to add)
Unique features
— Surveys
— Diets & Lifestyles
— Top Brands
Gaps and areas of innovation
— Surveys, ask for dietary restrictions
— More specific categories
— Selling items in bulk
— Sales and promotions
Unique capabilities
Good eggs
Curated products
Pick from the farms
Absurdly fresh products
no membership
Thrive Market
Diets & Lifestyles
Top brands
Surveys
Waive student fee
Wholefoods Prime
Specialy items
Prime discounts
Best capabilities
Pick products by
Pick by bulk
Selected products
Scan barcode
Deals & Savings
Pick from a store
Healthy organic
Unique capabilities
Same day delivery
Fresh products
Categories
Same day delivery
Same day delivery
Fresh produce
Best capabilities
Filter for diets
Finding specific items
Automated orders
No recipes for what you buy
Monthly fee
Store might lack on items
Delivery windows taken
Good eggs
Thrive Market
Wholefoods Prime
Synthesizing
Ideate and evaluate solutions | What was analyzed and how was it done?
HOW MIGHT WE
01. HMW Help users get the right produce (depending on their needs)?
02. HMW Promote sale items/better deals?
03. HMW Help users find products with dietary restrictions?
04. HMW Improve the window delivery?
05. HMW Consider and improve the experience from both ends?
06. HMW How might we ensure we meet their expectations?
07. HMW Continue to support local farmers?
08. HMW Help users find the right products on the app?
09. HMW Learn about the grocery shopping industry?
10. HMW Help the person boxing your products have the users mindset?
Ideation & Design
Idea 1
Top Nav = Replace “basket” top right corner, and add the “Share feature” inside the Account & Settings.
(The share feature is for the user to share their promo code with new users to get discounts on their orders).
Idea 2
Top Nav = Account & Settings. Introduce a feature for student discounts, unemployment, seniors, persons with disabilities, etc. It allows you to apply and see an order discount.
(This only applies with your current address, credit card or proof you are the person ordering for themselves).
Idea 3
— Reorganize icon location based of importance.
— What information contains which and how is this relevant to our user?
— Account & Settings | Basket
— Search Bar
— Market | Diet Category | Deals | Favorites
Idea 4
— Basket icon = How might we help users get the right produce?
— Allowing a feature inside the basket page that showcases the produce (eg. avocado) and a scrolling bar to identify how light green or ripe you want your product. This feature works for each item, so if you order 2-3 avocados, you need to pick or it will default (2-3 days for the product to be ready used)..
“Strict criteria for us means peace of mind for you. Every item we offer must meet our uncommonly strict list of Good Food Promises. We talk to producers, visit many of their farms and taste-test their products to make sure everything is in line with our standards for quality, flavor and ethical business practices”.
— Good Eggs
Wireframe — Sketches
Ideation & Design
Idea 5
Add search bar on the top. This will increase user’s search into finding products they specifically want. Having this feature as an icon below, took away opportunity to explore other areas (like deals).
Idea 6
Add daily deals icon. Lower nav, to address brands we love, daily deals, and any special pricing tag on weekly products.
Idea 7
Diet Category. Once you click, a new page opens up with the categories to browse through.
Idea 8
Favorites icon. Separate items on the favorite page based on their category so users can distinguish their favorite products based on their dietary restrictions/selections.
“We believe good food is the most powerful force for change. For our families, our community, and our environment. We have deep roots here in the Bay Area, and the highest standards in the industry”.
— Good Eggs
Wireframe — Sketches
Prioritizing one approach and solution to the service.
How might we help users get the right produce (depending on their needs)?
Solution to explore | Mockup Mid Fidelity
Ideation & Design
* Allowing a feature inside the basket page that showcases the produce (eg. avocado) and a scrolling bar to identify how light green or ripe you want your product. This feature works for each item, so if you order 2-3 avocados, you need to pick or it will default (2-3 days for the product to be ready used).
For more info in potential solutions — details here
Design & Protoype
Prioritizing one approach and solution to the service.
How might we help users get the right produce (depending on their needs)?
Solution to explore | High Fidelity
* Allowing a feature inside the basket page that showcases the produce (eg. avocado) and a scrolling bar to identify how light green or ripe you want your product. This feature works for each item, so if you order 2-3 avocados, you need to pick or it will default (2-3 days for the product to be ready used).
For more info in potential solutions — details here
Learning & Next Steps
Learnings
This project has enable me to explore tools to accommodate research and findings into my potential solutions. I believe it is a great way to gather qualitative and quantitative data.
Gathering findings through interviews, surveys and competitive analysis gave me a better overview of how similar products still lack on potential solutions to the dietary restrictions and affordability of online grocery shopping.
Tools learned: Miro, Mural, Whimsical, Figma, Typeform
Next Steps
For my next steps I would like to pick a couple more ideas of potential solutions and include them in the prototyping process.
Then, iterate on the current high fidelity prototype and make it interactive. I then would like to gather participants to give them tasks and create usability testings to help gather findings into the current prototype. This will help me inform what is working and what needs other solutions.
My responsibilities
As the sole designer of this project, I was able to work throughout all the UX process.
Started by gathering and planning, picking the right product. Moving into empathizing and user research. Followed by identifying the problem, synthesizing the data and analyzing what are some potential solutions. Moving into ideating and designing sketches, wireframes and high fidelity prototypes.