To better compete in a changing grocery retail landscape, ShopRite contracted SapientRazorfish to redesign its iOS app and incorporate into it geolocation, as well as a comprehensive grocery ordering, delivery, and pick up eCommerce solution.
CONTEXT & CHALLENGES
With Amazon and online-only grocery retailers like Peapod and Instacart presenting users with seamless online retail experiences, it fell on ShopRite to accelerate its app’s user experience and redefine its minimum viable product.
Two big challenges the SapientRazorfish team faced in this project originated in the app’s original back-end platform, MyWebGrocer, and in ShopRite’s Price Plus Club Card loyalty program. The MyWebGrocer API mandated that the team use existing back-end architecture exclusively when determining front-end design and development requirements. This restriction meant that only existing Price Plus Club Card users could create new accounts or check out groceries in the app and that imagery and information would be limited on product detail pages. In spite of these and other requirements, the UX team crafted new information architecture and optimized form designs for the app to make it more accessible for new and existing users alike.
As one of three UX designers working on the project, I was charged with building and annotating much of the checkout, product listing, product category, product detail, and shopping cart pages in Axure. I also performed comprehensive competitive analyses of existing grocery delivery services like AmazonFresh, Peapod, FreshDirect, Instacart, and Shipt, and designed many of the interactions that would allow customers to clip and share both coupons and recipes within the app. Finally, I had a strong hand in building the user journeys that SapientRazorfish used to guide both client presentations and in-house design direction.
PROCESS & INSIGHTS
The SapientRazorfish team designed the new app over the course of a three-week sprint. We iterated those designs based on project stakeholder and client feedback. UX worked hand-in-hand with MyWebGrocer and in-house developers to determine interactions for shoppable grocery lists, recipes, and weekly circulars and to build new geofencing features into the app. While the restrictions of the MyWebGrocer API limited the implementation of a new account registration process and category filters, the team and I were still able to build new features beyond the API’s out-of-the-box experience.