UX Research: An online grocery delivery service that delivers groceries right to your doorstep.

5 min readJul 26, 2021


A UX study intended to make grocery delivery systems more user-friendly.

Disclaimer: The purpose of this article is solely educational.


Shopping on the internet has become increasingly popular, encompassing nearly all of the major marketing spheres. Online grocery shopping is a relatively new but promising area of online shopping. While every millennial is cooped up from head to toe during the workday, grocery shopping in a physical store becomes a source of stress for them. On the other hand, a grocery shopping app connects users to their local stores.

A grocery app’s main goal is to provide customers with product information and a smooth shopping experience. The four main types of shopping apps are aggregators, marketplaces, single businesses and grocery chains. Aggregators compile a list of nearby stores and provide links to them all in one place. Buyers and sellers are connected through online marketplaces. Apps that only work in one store are known as single-store apps.


My idea seeks to decrease the time and effort required by customers to visit real food stores on a regular basis.


The online market for mobile applications is exploding like never before. Food is one of humanity’s essential wants. As a result, the necessity for groceries will never go away. In India, online grocery apps are constantly growing, and the better ones are capturing the market with innovative services and high-quality products.


The project’s targeted audience are individuals who shop for groceries on a regular basis and are between the ages of 18 and 65. Most people of this age use smartphones and have knowledge of Online Shopping.


  • Understand the Target Market, Persona of users, their problems, motivations, and priorities.
  • Study the current user flow, and design of the app for each of the Persona group, and come up with a list of problems that the users will be facing.
  • Evaluate and prioritize what are the key challenges for the users, their priorities, and their impact on the business.
  • Identify the possible solutions to the problems that exist in the interface and the user flow, comparing it against the design patterns the users are exposed to in the market.




For quantitative data, I chose the survey method, and for qualitative data, I conducted personal interviews.


  • Do you currently do your grocery shopping online?
  • Which of these factors are most important to you when buying groceries online?
  • How often do you go grocery shopping? (Shopping for 10 or more food/household items)
  • Where do you currently do your grocery shopping?

Empathy Mapping ( Understanding the user )

INTERVIEW (Persona Mapping):

To better understand and empathise with the users, I identified 4 personas based on my research and data.

Problem Statement:

Sejal Parmar is a third-year lifestyle and accessory design student at UID who also enjoys baking delicious cakes with her mother in her spare time. Her mother requires a monthly supply of bakery items, but due to her busy schedule, she finds it difficult to go to each grocery store and personally pick up each item.

Problem Statement:

Sonika is a working mother who prepares food for her family on a daily basis and enjoys inexpensive and healthy foods. She needs groceries on a weekly basis because she enjoys trying new recipes and finds it exhausting and time consuming to go out and buy each item individually.


Then, for each persona, I created a user journey to help me visualise the steps the users will take to achieve their objectives.

The pain points that a grocery shopping app can solve based on my interviews are listed below:

  • The most typical issue is that people waste time while shopping. Grocery shopping apps make it simple to handle issues and arrange deliveries. They also no longer have to waste time looking for products.
  • On the app, people may find deals, cashback offers, and sales, among other things, which might help middle-class families address their problems.
  • Fruit and vegetable quality is also a big concern. We can fix this problem by delivering fresh ones to clients’ homes via the internet, as well as listing the reviews and ratings of each item in the product description.
  • They can also find out how much their cart is worth before they check out. They can also store products to their wishlist for subsequent purchase.



I began to write a user flow that was basic and clear forward, keeping the personas and user journeys in mind. I’ve organised the features into the order in which they’ll appear in the app.


To envision the parts and key features of my programme, I began mapping out the navigation flow.




It was an amazing experience for me to work on this project. I discovered the challenges that individuals face while ordering goods. I’m glad I took the time to figure out how to fix this problem. Thank you for reading!