Leveraging data-driven insights for a grocery delivery startup in a challenging market

Project management

Employed JIRA to manage our sprints, using Epics and Stories to clearly outline and tackle each feature of our MVP. The MoSCoW method was utilized to prioritize features, ensuring critical elements like accessibility, ease of navigation, and payment security were addressed first. This structured approach allowed us to maintain focus on delivering a user-centric product within tight timelines.

Sprint Planning

We scheduled regular sprint planning and review sessions ensured that design and development efforts stayed aligned with the evolving market conditions and project goals.

Branding

Responsible for the branding design of the project. The branding for Oasis was designed to evoke a natural, hygienic feel, using earthy tones like green, blue, and brown. Typography was chosen for clarity and readability.

Work hand-off

Implemented a streamlined hand-off process between design and development teams, ensuring that all design elements were clearly documented and annotated. This reduced rework and miscommunication, speeding up the development process.

Market Research

Included continuous market research insights into the workflow, allowing for iterative adjustments to the product strategy based on real-time data. This was crucial given the rapidly changing economic situation in Lebanon.

Process Optimization

Streamlined workflows and integrated continuous research to keep the project agile and responsive to market changes, highlighting the ability to balance design integrity with practical business needs.

Addressing Quality Concerns

To address concerns about the quality of perishable items, we allowed users to reject delivery items that did not meet their standards. This feature was critical in building trust, as it provided users with a sense of control over their purchases. The idea was to then use feedback from these rejections to improve supplier interactions, ensuring future deliveries met our customers' expectations.

Competitive Analysis

Conducted a thorough analysis of existing grocery delivery apps in Lebanon, identifying key pain points such as poor accessibility, inconsistent user flows, and limited geographical coverage. This informed our design decisions, helping us avoid common pitfalls and create a more user-friendly product.

Findings

1. Most applications fail WCAG (Web Content Accessibility Guidelines) requirements.
2. Most applications have not applied basic best practices.
3. The apps only cover specific areas but not the entire country.
4. OTP verification is widely adopted to ease the registration process.

Stakeholder Identification

Identified key stakeholders which included young millenials aged (at the time) 20 to 30 either living alone or with family. We also identified our key target customers, which were Lebanese mothers aged 40-60. This demographic was identified as the central figure in the average Lebanese household, making them the primary target for the app's user experience.

Qualitative and Quantitative User Research

Our user research involved interviews, surveys, and usability testing with target users, particularly Lebanese mothers aged 40-60, who are typically the decision-makers in household purchases. This research revealed a strong preference for a straightforward, reliable shopping experience with robust customer support, which we prioritized in our design.

1. Users preferred cash transactions, reflecting Lebanon's cash-based economy.
2. Significant hesitation around using cards for online purchases.
3. Users believed online stores were more expensive.
4. Users believed online purchases of produce, poultry, meats, and fish were of lower quality compared to in-store selections.
5. Certain demographics avoided stores selling alcohol or pork, highlighting the need for regional customization.

Personas

Developed personas based on our research findings, focusing on users who valued convenience, quality, and trustworthiness. These personas guided our design decisions, ensuring that every feature aligned with the needs and behaviors of our target audience.

Preferences and Sensitivities

Given Lebanon's diverse population, we recognized that marketing certain items could deter some users from using our application. It was essential to implement a system that initially categorizes users into two broad groups: one where pork and alcohol products are displayed, and another labeled "halal," where these products are excluded. Users would have the option to toggle these product categories on or off. The default setting for this feature would be determined by the user's location, with specific areas preset accordingly based on regional demographics.

Information Architecture

Designed a clear and logical information architecture that made navigation intuitive and reduced cognitive load on users. This was critical in ensuring that users could easily find what they needed without feeling overwhelmed.

User flows

Created user flows to ensure that the checkout process was clear, honest, and efficient. Key touchpoints included personalized product recommendations, transparent pricing, and a straightforward checkout process that minimized friction and boosted user confidence.

Design System

Wireframing and Prototyping

I began with low-fidelity wireframes, iterating based on user feedback gathered during interviews. These wireframes evolved into detailed prototypes, which we used to test user flows and refine the design further. This iterative approach ensured that the final design was both intuitive and effective.

Accessibility as a Key Guide

Accessibility was central to our design. I ensured the platform met WCAG standards, with clear typography, high-contrast colors, and intuitive navigation, making the app inclusive and easy to use for a broad audience, particularly our target demographic of Lebanese mothers aged 40 and above who come with a diverse technological-exposure background.

Registration Process

Designed the registration process to be simple, with options for OTP or social media registration, making it easy for users to sign up and reducing barriers for adoption.

Home

The homepage served as the central hub, allowing users to navigate through the app's different pages easily. Central to the application is the search bar which is located at the bottom of the screen for easy access, with a barcode search feature that allowed users to quickly find their items if its present in the database.

Checkout Process

Designed the checkout process to be clear, honest, and efficient. Users were provided with transparent pricing and delivery information, and could track their orders in real-time, ensuring a seamless and trustworthy shopping experience.