We found that grocery shopping is not only a trip to refill their fridge but also an opportunity to explore local, in-season food. However, without taste reference, nutritional label or cooking instruction presented on the fresh product aisle, it is extremely hard for home cooks to decide if the unfamiliar ingredients fit their taste preferences.
We were intrigued by the confused faces of shoppers when they were checking out an unfamiliar food item, so we decided to focus on the experience of exploring unfamiliar grocery food that lacks of nutrition labels to facilitate their cooking experiments.
I interviewed 1 local, 1 international student to understand their shopping experience and 1 grocery store owner for a holistic viewpoint. Synthesizing our team's findings, we created 3 personas.
We found major key pain points across 3 personas:
1. Hesitate to purchase new ingredients because of having no idea how to use them and what taste to expect
2. Consider left ingredients at home constantly, with or without a shopping list
3. Refer to relating recipes for taste profile and cooking difficulty
To help my team better different ways of learning a new ingredient, I conducted the competitive analysis and discovered these key findings:
1. Recipe search can only applied to ingredients with known names
2. Recipe apps use dish photos and user reviews to illustrate dish taste
3. Providing activity-related profile information could engage users to participate
After brainstorming together, 4 ideas stood up across the context of a grocery store to home kitchen. They covered the user journey from discovering, recognizing to finally executing.
For this mobile design project, I specially chose to iPhone X model to practice my design adaptivity. And it was a rewarding experience.
For product, it is crucial to provide a smooth transitions between screens as a cohesive branding. And for user experience, designers should carefully decide to what extent they need to follow the official design guidelines to ensure great user experience between apps on the same device.