Alimento
Mobile app design project
Alimento
is a new Italian mobile app that wants to provide food easily to its users.
Mission
Delivery Food demand in the Italian scenario is growing fast, especially due to the pandemic, the coverage for online grocery shopping increased at an exponential speed. Alimento wants to become the most innovative and cool digital player.
Target
28 – 48 years old
Target
Italy
Brief & Challenge
Alimento is committed to revolutionizing e-commerce by creating a unique platform with a standout visual identity and exceptional user experience. Their goal is to set new industry benchmarks, leveraging innovative technology and intuitive design to provide unparalleled value to our customers and differentiate ourselves from competitors
Design Process
Survey results
How frequently do you go grocery shopping?
No Data Found
How do you typically get to the grocery store?
No Data Found
How much time do you typically spend at the grocery store?
No Data Found
What is your primary motivator for going to the grocery store? To buy…
No Data Found
How much do you spend on groceries per week?
No Data Found
Rate your satisfaction level with your current grocery store
4%
24%
39%
12%
4%
User interviews
Involve users in interviews.
Find early adopters…
I interviewed about 20 users, trying to focus on their habits and identify a margin of improvement based on their experiences. Explaining the objective of the research I asked questions about their needs, goals, frustrations, and expectations.
User stories
Acceptance criteria
Users should be able to add items to the cart with no more than two taps from the product listing page
The app should display any applicable discounts or promotions on the checkout screen.
The app should offer free shipping on all orders, to encourage users to make purchases without additional cost considerations.
Users should have the option to save multiple payment methods and delivery addresses for quick selection during checkout
Competitor Analysis
#1 Cortilia - Spesa online
A sustainable shopping, full of artisanal and short supply chain products. Learn about the history and origin. FREE delivery as default.
#2 Everli
Online shopping in your favorite supermarkets. A personal Everli shopper chooses the products and delivers them to you from €2.99
#3 NaturaSì
Deals with the wholesale and retail trade and distribution of organic, biodynamic and natural products, through a circular model
#4 Esselunga a casa
Born in Milan in 1957, Esselunga is present today in our country with over 150 stores, with the greatest concentration in Lombardy.
Competitive Landscape
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The Product
Personas
Giulia
Giulia is a busy Italian professional in her mid-thirties who loves cooking and is always trying out new recipes. She values healthy and high-quality ingredients but finds it challenging to find time to shop for groceries amidst her hectic schedule. She is frustrated with the inconvenience of crowded supermarkets and long checkout lines.
Marco
Marco is a busy Italian man in his early thirties who leads a hectic lifestyle.He struggles with the time-consuming process of grocery shopping and is actively looking for a solution that can help him save time and simplify this task.
Mockups
Components: NAVbar
Cart
Cart section with a current number of items
Wishlist
Possibility to add items on a list or write notes
Favorite items
Your favorite products always accessible
Profile
Account section with settings and history of previous orders
Components: NAVbar
Categories
allergens
Select product size or weight
Product description, price, discount, availability
Select quantity: add or remove items
Details about selected products, with quick accessibility to change the items' quantity, or delete them.
Summary of user's cart. Check the total amount and head to the checkout and payment step
Sorting options and the possibility to suggest alternative products if some are not available.
User testing
Ease of Navigation:
- 90% of users (14) found the navigation within the app to be intuitive and easy to use.
- Positive feedback was received regarding the clear categorization of products and the simplicity of switching between different sections.
- All users got how to add items to their cart.
Customization Features:
- Some users suggested adding more options for customization to further enhance the personalization aspect of the app.
Product Discovery:
A few users expressed difficulty in locating specific products and suggested implementing a more robust search feature.
Some users have cleary understood how to tap to filter or sort results.
Checkout Process:
85% of users reported a smooth and hassle-free checkout experience.
Desired metrics to measure after the GTM
Page views per session
Behavioral
Drop-off rate
Behavioral
Sessions
Diagnostic
Time on task
Behavioral
Exit tate
Behavioral
Conversion Rate (CR)
Behavioral
Conclusions
Final thoughts
Alimento presented an exciting opportunity to elevate the online grocery shopping experience to new heights.
Although the project never came to fruition, the thorough analysis, insightful examination of users’ behavior, and extensive research conducted provided invaluable insights.
The work invested in research, analysis, and design process on this project underscored its significance in shaping the future of online grocery shopping