WARNING: THIS ONE IS VERY EXPERIMENT-Y
Project
Get groceries delivered fast!
(contains UX & UI design too)
ABOUT THE PROJECT
The brief: the on demand grocery challenge
Remember when it was impossible to find an online delivery slot at a supermarket during lockdown? All supermarkets had maxed out on their ability to deliver online, with waitlists being full and websites crashing from demand.
The demand for online delivery has dropped, but there seems to be an influx of new entrants that are addressing the need for instant online grocery delivery that we all still apparently need.
With this mind, we’d love to see some early thoughts on how you would tackle the on demand grocery delivery challenge, say you could design anything right now, what would you do to help users get their groceries, fast?
QUESTIONS: THE NEED
1. Do we still need this now that things have opened up?
2. How has demand and supply changed post lockdown?
QUESTIONS: THE SOLUTION
1. Why does your solution matter?
2. How does the user interact with the solution you have designed?
3. Is it physical, digital or both?
4. Show us some designs, we love to see screens, flows and diagrams
01
Research & analysis
The first part of the process was to analyse the need for on demand rapid grocery deliveries and assess the existing landscape.
• Desktop investigation: market size?
• Competitor analysis
• Survey
• Interviews
1. Assessing the need
Sub segments:
Aggregators – third party websites like Deliveroo
Pure plays – these operators are building their own proposition, like Zapp
Retailers – a partnership and own services
QUESTIONS: THE NEED
1. Do we still need this now that things have opened up?
2. How has demand and supply changed post lockdown?
UK MARKET SIZE:
“Quick commerce – where food and groceries are delivered to consumers in less than one hour and often sub 30 minutes – is worth £1.4bn in the UK, according to the IGD and forecast to grow to £3.3bn in the UK alone.”
GLOBAL MARKET SIZE
“Globally, 60% of e-commerce shoppers now use RGD services, according to Kantar’s eCommerce ON 2022 study, which analyses online shopper behaviour and motivations across 19 countries.”
TARGET GROUP:
Both IGD and Kantar find the appeal of quick commerce is weighted towards younger shoppers. The younger the shopper, the higher the use of RGD, reports Kantar; while the IGD suggests the average age of the quick commerce is shopper is 36 and its main shopper group is young adults living in urban locations.”
Main reason: ultraconvenience and direct consumption
Tech innovation more likely, such as robot delivery services
Deliveroo is the top UK RGD App UK
WHY AND HOW IS IT DONE?
2. Competitor analysis
The first part of the process was to analyse the existing brand and the competitive landscape.
I wanted to answer 2 main questions:
• How do customers order?
• And how to they deliver instantly?
• Where is this service available?
Deliveroo sum-up
1. Most popular service, 12 big brand partners
2. Delivered within 20 mins
3. By bike
4. Big cities, such as London only
Gorillas sum-up
1. Order by App, location first via a map
2. Choose any brand at retail price
3. Delivered by bike, within minute
4. Big cities in Europe
Gorillas homepage
Order via the Gorillas App
Delivery within minutes by bike
How it works
Zoom by Ocado sum-up
1. Order by App, location first via a map
2. Choose Ocado and M&S
3. Delivered by electric assisted/pedal-powered vehicles.
4. Delivered in under 60 mins
5. Big cities, such as London only
Zapp
1. Order by App, location first via a map
2. Local Zapp stores, fair pay, fair trade
3. Delivered and picked by electric riders
4. Delivered in 20-30 minutes, 24/7
5. Big cities, such as London only
Weezy
INITITIAL THOUGHTS?
Analysis
Early thinking:
OPPORTUNITIES
Opportunities:
• Walking deliveries e.g Co-op
• Techie deliveries e.g robots
• Local food shops e.g farm shops
• Make the offering suitable for out of city customers
• Make into more of a marketplace model
• Plastic free/eco/ fair trade/sustainable model
• Top-up shopping, forgotten items, treats, meals
3. User interviews
WOULD YOU STILL USE A (RAPID) GROCERY DELIVERY SERVICE?
User interview to see if there is a demand for a rapid grocery delivery service and to start bouncing off ideas for concepts.
02
Concept
What I would do to help users get their groceries fast.
FOODIE
THE DISRUPTIVE INSTANT DELIVERY SERVICE FOR FOODIES
SPEEDY. SUSTAINABLE. SHOW-OFFABLE.
Mood Board
The thinking & why it matters.
Interacting via an App.
Metaverse for future releases.
Foodie cuts the crap. Quite literally! It’s a market-place platform, providing both vendors and consumers the opportunity to buy and sell organic and locally sourced groceries.
Available to towns and villages outside London. Promotes fair-trade in the community!
VENDORS:
Farms, farm shops, local producers, local suppliers and shops.
TARGET MARKET:
Environmentally and quality conscious busy foodies who need ingredients and other supplies quick without costing the earth.
LOCATION:
UnLondon
Staright from the farm to your door, using our off road, refrigerated vehicles
Farm shop suppliers
Straight from the sea to our door
Throwing a last minute dinner party? It’s very show-offable
Eco product suplliers
03
Design thinking
x
DESIGN THINKING
The flow
The thinking
A complex App like this will have many flows. I have shown here some first drafts of the login/signup and choose category flows.
Note that at the beginning, it may be necessary to change how the user uses geo-location due to only one location being available!
In this case I would suggest listing out the regions available until Foodie becomes more widely available. For the purpose of this experiment, I have assumed a broader location of “Foodie” delivery options are available.
INTERACTIONS
Sketches
The thinking
These sketches show my thinking of how the flows above would interact as I get ready to design the first screens in Figma.
First sketch draft
A few early wireframes
1. MOBILE NAVIGATION
& ACTIVE STATES
A few wireframes showing initial thoughts on navigation, filters and layout.
I want this App to feel much more personal than any of the others out there on the market. The App would therefore work well with AI, video content and some “metaverse” style thinking for future releases.
The trending categories showcase the concept of packaging up groceries to send out ready made boxes for special occassions, such as dinner with friends and breakie delights.
Wireframes
Early homepage design
1. THE USER INTERFACE
A few ideas of how the App could look and behave. Categories would also cover independent suppliers.