What is Winkel?

Winkel is a hypothetical mobile application for local grocery shopping that offers order delivery and pickup as well as a feature to explore and shop by recipes.

The Ask

With the online shopping industry constantly expanding, how might we improve the way people shop for groceries online?

Understanding User Needs

Users were interviewed to gain understanding of their shopping habits and frustrations with shopping for groceries, as well as evaluate any experience they have had shopping online.

Exploring the Domain

To assess trends in the current online grocery marketplace, I conducted exploratory domain research.

Insight no.1

Online grocery shopping is still an ever-growing trend as evidenced by online grocery sales expected to reach about $29 billion in 2021.

Insight no.2

It is expected that more specialty and personally curated selections will start to emerge, like products specifically for plant-based diets.

Insight no.3

Pick up options are becoming more prevalent in addition to delivery.

Insight no.4

It's suspected that services will be merged into singular apps, where a user can create shopping lists, shop for groceries, and enjoy other features to create one seamless shopping experience.

Exploring the Competition

To further evaluate the marketplace, I researched the strengths and weaknesses of current products on the market so I could learn about current industry standards and any gaps in current services offered.
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No competitor addressed every user need. Through analyzing competitors we saw the need for Winkel to maintain the standard of offering fast and flexible delivery options and also provide users with a comprehensive variety of ways to shop.

Same Day Delivery

Next Day Delivery

Pick Up Option

Shop by Recipe

Shop by Diet

Shop by Store

Representing the User

To further empathize with users and address their major needs, I synthesized the research and created a persona that embodies the users.

Chandler W.

Age: 27

Location: Chicago, IL

Occupation: Architect

Goals:

• Try a new recipe every few weeks
• Maintain a healthy diet
• Support local businesses

Frustrations:

• Waiting in long lines
• Going to multiple stores to find items needed
• Paying more for items than necessary

Defining the Problem

To get a clear description of the issues, faced by users, identified in the research, I devised a problem statement. The problem statement also gave me focus and direction in constructing a solution.

"Overextended young professionals need a convenient and easy method to quickly shop for quality groceries so they can maintain a healthy and varied diet."

Organizing the Solution

I created an app map to organize the navigation.

Wireframing the Solution

I started sketching, including features to accomodate a variety of user diets and preferences as well as making the shopping experience more convenient and seamless; then used those sketches to construct mid-fidelity wireframes.

Users can choose to shop from one of their local stores to pay familiar prices and have a familiar shopping experience.

Users have multiple ways to shop to accommodate for a variety of user diets and preferences. Users can also create shopping lists for a more seamless shopping experience.

Users can browse and shop by recipes to make shopping and preparing meals more convenient and easy for them.

Users can not only get their items delivered but also choose to pick up from store so they can receive their items in the most convenient way for their schedule.

Developing the Brand

To develop the brand identity, I created a moodboard that exemplified the spirit of the brand and used it to design the logo and curate the brand colors and typography. I wanted the brand to be friendly and vibrant.

Testing the Solution

To validate my design, users were tested and tasked with signing up for an account, finding a recipe, adding items to cart, and checking out. With insights from testing, I improved the navigation of the app by having a separate “browse recipes” option in the side panel, so users can access recipes directly and easily.

Test Goals

• Assess navigability
• Gauge general easeof use
• Assess ease of completing tasks
• Evaluate visual design

Test Results

Checkout the prototype here!