Product Design (Concept to Prototype) of an Android Mobile App

"EazyGrozr" for hassle-free Green Grocery Shopping

Product Design (Concept to Prototype) of an online solution, for solving the pain points of urban families in India, in shopping online for green groceries.

Role: Individual project.
Time Period: April 2019 – July 2019.

The Problem

Although online shopping helps to save time by avoiding traffic, parking, and queues, shopping online for green groceries (fresh fruits and vegetables), is a difficult choice for urban families in India.

The major Pain Points are:

  • Checking the quality and freshness of fruits and vegetables is not possible.
  • Comparison of prices among different sellers is difficult.
  • Coordinating the shopping activity among family members is not easy.

Business Opportunity

Enticed by the euphoria of online shopping, hundreds of online grocery companies sprang up in India during 2015‑16. This was followed by a period when their business models were put to test. And, many of them, including some well-funded and popular ones like LocalBanya, PepperTap, etc. shut shop.

Following a year of consolidation, and fine-tuning of business models, the online grocery scene has been revving up from 2018 onward. Currently (as on 2019), the online grocery market in India is booming. According to industry reports, it is expanding at a compound annual growth rate (CAGR) of around 69%, and is expected to reach a value of about INR 1,034 billion by 2023.

Yet, the online business for green groceries in India, remains dull in comparison.

Bridging this gap with the right product-market fit, could be a profitable opportunity to ride the wave, build a brand, and reap the financial benefits.

Overview of the UX Process

The "Research-Design-Build" spiral model of the iterative UX process followed, is shown in the Figure given below – starting from the Business Opportunity, and iterating towards a Minimum Viable Product (MVP), via a User-centered approach.

(Note: Here the MVP denotes Release 1.0 – the minimal offering that can be launched, which delivers customer value).

Accessibility has been integrated and baked‑in during the design of the product, rather than layering‑on later as an add-on.

Figure: The "Research-Design-Build" spiral model of the iterative UX process.
The Research-Design-Build UX process, with the sequential process segments, tagged and labelled 1 to 11.

The UX process is represented as a spiral diagram, starting from the Business Opportunity on the outside, and spiraling inwards, towards the Minimum Viable Product at the center. This process-spiral, is demarcated into 3 equal segments, denoting the Research, Design, and Build phases. The sequential steps done during the process, are marked 1 to 11 on the spiral. These steps are as follows. The first iteration consists of steps 1, 2, and 3 – the Product Vision (Research phase), the Design Proposal (Design phase), and the Lo-fi Prototype (Build phase). The second iteration has steps 4, 5, and 6 – Usability Testing of the Lo-fi Prototype (Research phase), the Design Guidelines (Design phase), and the Med-fi Prototype version-1 (Build phase). The third iteration has steps 7, 8, and 9 – Heuristic Evaluation of the Med-fi Prototype version-1 (Research phase), the UI Specifications (Design phase), and the Med-fi Prototype version-2 (Build phase). The fourth iteration has steps 10 and 11 – Usability Testing of the Med-fi Prototype version-2 (Research phase), and the updated UI Specifications (Design phase). The further possible course of action, to reach the MVP (Minimum Viable Product) at the center, is denoted by a dotted line, completing the spiral.

UX Methods/Activities done during the Iterative Process

(Scroll down for detailed documentation of the User Research and Design activities).

  • Contextual inquiry, Affinity mapping.
  • Competitive analysis.
  • Concept ideation, Product ecosystem, Storyboards.
  • Personas and Scenarios.
  • Process diagrams, Wireframes.
  • Navigation flows, Screen flows, Task flows.
  • Brand identity design, UI specifications.
  • Lo-fi paper prototype, Med‑fi prototypes in Axure.
  • Heuristic evaluation of prototype.
  • Moderated, on-site usability testing of prototype.
  • Unmoderated, remote usability testing of prototype.

Product Solution

Through the UX process, a viable solution evolved to address the issue.
(Scroll down for detailed documentation of the User Research and Design activities).

The proposed solution is an Android mobile application:

  • That supports online and offline shopping,
  • With hyperlocal price information, and
  • An integrated communication feature.

UX Deliverables and Documentation

The deliverables and documentation of the UX process are detailed below.
Please click or tap, to Open/Close (+/−) each section.

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