Instashop
Role: UX/UI Designer & Researcher | Date : Summer & Winter 2016 | Client: Design Lab
Project Overview
With rapid advancements in technology and the growing demand for convenience, Instashop aims to reimagine the grocery shopping experience by providing an accessible online alternative. This case study documents the complete design process from initial research through to final designs and impact assessment.
The Challenge
How might we create an online grocery shopping experience that feels intuitive, trustworthy, and convenient enough to convert traditional in-store shoppers into digital users?
Research Objectives
Primary Goals
- Determine demographic and behavioral characteristics of potential users
- Assess perceived benefits and drawbacks of online grocery shopping
- Identify key adoption factors
Target Audience
- College students (18-24)
- Working professionals (25-45)
- Stay-at-home parents (30-50)
Methodology
- Question - Collected quantitative and qualitative data across demographics
- Interview - Deep insights into preferences and barriers
- Card Sorting - Validated information architecture with users
- Usability Testing - Validated designs with target users
Key Reseach Insights
Time is the #1 Pain Point
Of respondents cited "lack of time" as their primary frustration with traditional grocery shopping. Users want to complete their shopping in under 15 minutes.
Price Sensitivity
Of users actively compare prices across stores. They expect the platform to help them save money, not just time.
Product Quality Concerns
Expressed concerns about not being able to select their own produce. Users need transparency in freshness guarantees and quality standards.
Mobile-First Mindset
Of potential users would prefer to shop on their mobile device during commutes or breaks. Desktop experience is secondary.
“I'd love to order groceries online, but I need to know that someone isn't picking bruised apples for me.”
— Survey Participant, Working Professional, Age 32