How might we redesign the grocery sale browsing experience to instill reliability, clarity, and interactivity?
The T&T App re-design focuses on streamlining the online shopping experience. My design improves content clarity and adds interactivity. Together, they make the navigation more intuitive and increases functionality to cater towards regular shoppers in an older demographic.
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During the Pandemic, online grocery shopping has begun to play a huge role in the daily lives of many. Even as we return to pre-pandemic lifestyles, online grocery shopping is still in high demand. However, many apps can be difficult to navigate especially for older and less tech-savvy users despite often being the main benefactor of grocery apps. A great example is the T&T app which I found to be cluttered, distracting, and confusing. Most users were incentivized to use the app for checking their current sales. However, the layout and placement of the content confused many users ultimately making the app unreliable.
Improve content clarity
Improve Interactivity
Based on my research from reading app reviews and asking my friends and family, I discovered one common theme: people want to have a quick way to browse for deals and order groceries, but the current app is hard navigate and lacks clarity which causes users to abandon the app.
From these reviews, I developed 2 user personas which approximately represented T&T’s user base. My target audience are parents from ages 30-50 and post-secondary students ages 20 - 30
For my re-design, I chose to work on the user flow involving browsing for deals because with a focus on their UI elements. This user flow was the most relevant to my research and actionable. I noticed several flaws with the current design of the T&T app:
I addressed made 3 key changes in the user flow
The re-designed wireframes incorporated the new user flow and focused on these key changes:
My goal was to convey a minimalistic visual design that was easy on the eyes. The typeface Inter is simple and readable for all ages. Sticking closely to T&T's brand colours, green was the primary colour of choice which was reserved for buttons and other call to actions. I also made sure to check that every colour passed the contrast requirements for accessibility.
My Hypothesis for this redesign was
I believe that a simpler UI will make the shopping experience more engaging and enjoyable
My steps towards user testing were
Gathering the insights from my testing, here are the changes I made for the final iteration:
Having completed my project, I realized that not all designs need to be flashy or cool. Sometimes the layout and information architecture is more important.
