Food & Grocery

UX Case Study Of An On-Demand Delivery App – Groceeri

  • Published on : May 23, 2020

  • Read Time : 8 min

  • Views : 7.2k

UX Case Study Of An On-Demand Delivery App - Groceeri

The Challenge

Online shoppers are troubled and get a discouraging experience when it comes to shopping daily essentials. Need to install multiple apps, divide the monthly shopping list into 3-4 parts and order them separately on different apps.

Many a time, if we get the app the improper segregation makes it harder to find the items they are looking for. Can something be done to overcome these pain points? Can we imagine an On-demand delivery app that will allow ordering all the items from one single platform in a single order?

Research Goals

To develop the understanding of the problems we began with building a list of the questionnaire to reach the following goals.

  • Understand the competitive landscape of on-demand grocery delivery services
  • Unleash the push and motivation for using an on-demand app
  • Learn what users want to see in a delivery app
  • Discover the common pain points or challenges they face while using the app

Work for Enhanced UX

To create an on-demand app like Groceeri aiming to meet customer expectations and building a strong brand we followed these tips:

  • Keep things simple in the app’s text, menus, and buttons so users understand what to do.
  • Use common design patterns like a hamburger menu so users can quickly learn how to navigate your app.
  • Let users know when their actions are on the right track to keep them engaged.
  • Before adding visuals, try out the app’s layout and navigation with wireframes.
  • Ask users about their experience through surveys and interviews to make your app better.
  • Compare two versions of your app to see which one works better.
  • Make it simple for users to do what they want, like placing an order.

Latest Tech to Use for UX Design

Check out the newest UX technology that makes customers happy and keeps them coming back to use your on-demand food delivery app.

Sr. Technology Use in Food Delivery Apps Real-Life Example
1 AR See food in 3D on the menu KabaQ AR app with 3D food models
2 Chatbots & AI Get help and customize orders easily Domino’s Virtual Assistant for order support
3 Geolocation Services Track orders and find restaurants easily Uber Eats for real-time tracking and delivery
4 Mobile Payment Pay quickly and securely Apple Pay and “Google Pay” for easy payments
5 Voice User Interface Order and interact with the app using your voice Amazon Alexa for voice-based ordering
6 Gesture Control Navigate menus without touching the screen McDonald’s gestures for menu selections
7 Progressive Web Apps Fast apps that work on any device Starbucks PWA for simple mobile ordering
8 Responsive Design App works well on different screen sizes DoorDash for a consistent experience on all devices
9 Social Media Integration Share food photos and content Instagram integrated for sharing delicious pics

Questions Asked During Interview

We have selected four potential household and working users who frequently use on-demand apps for their daily shopping needs. And asked those couple of questions that helped us uncover their frustrations, pain points, needs, and conflicts.

  1. Do you prefer online shopping for your daily needs?
  2. What are the things you have ordered online before?
  3. What are the things you order most often online?
  4. Do you face any trouble while ordering online?
  5. Do you have a shopping list that you buy every month?
  6. What are the items you look to buy online?

Affinity Mapping

After asking the sets of questions to different users we have gathered a good understanding of users’ preferences, dislikes, and expectations. Our UI/UX designers made efforts to provide a personalized user experience through the app.

To create a design that is both user-friendly and accessible, we grouped the data from our interviewees and used it for sorting UX Findings and brainstorming design ideas. Besides, we identified technology such as PWA to enhance UX as well as the app functionality.

affinity mapping groceeri

User Personas

From the affinity map, we were able to create two personas:

  • Angelina is a homemaker and a food blogger, she cooks for family and posts recipes and food pictures from different restaurants for her Instafam. She has a grocery list that she usually buys once in a month either from nearby supermarkets or orders online. The latter she finds convenient but has her own hassles with the app.
  • Dustin is a working man- a 10 to 6 office goer. He has a pet Lucy. He lives with his roommates. Mostly he orders food online on weekdays and likes to cook at home on the weekends. He usually shops for pet food and alcohol while he returns back home from the office, although he finds it extremely exhausting.

user personas groceeri

App Map, User Flow Diagram

To visualize how users might interact and move through the app features we have designed the complete hierarchy of the feature. A clear visual hierarchy presents menus and dishes in an appealing and organized manner, enhancing user engagement. This helped us design the low-fidelity prototype and placements of each functionality.

flowchart groceeri

Low Fidelity Prototype

After drawing the task flow diagram, we started creating wireframes where we tried to keep the navigations, icons, touchpoints as detailed as possible.

wireframes groceeri

High Fidelity Design and Prototype

We created high-fidelity designs and prototypes with our chosen color palette, styles, color, UI elements, and typefaces. Our prototype for the UX of the app has attractive color combinations, typography, and images. The prototype was ready for usability testing.

app screens groceeri scaled

App Testing

We conducted remote usability testing using Groceeri’s high-fidelity mobile prototype. We have noted the issues that users faced and later on fixed them.

After that, we also conducted A/B testing within the UI/UX framework. This helps us make data-driven decisions, refining the user experience and driving higher conversion rates. Finally, we landed on an on-demand delivery app platform- Groceeri. It loads fast, handles orders smoothly, and gives live updates, making the overall UX great and keeping users happy for return visits.

We handed off this finalized UX design to our team of mobile app developers. We as UX designers have been supporting them through this process. Also, we took care to build a positive brand reputation. A brand known for its user-friendliness and customer-centric design becomes an attractive choice for consumers, attracting more customers and increasing customer loyalty.

We handed off this finalized UX design to our team of mobile app developers. We as UX designers have been supporting them through this process.

Instafresh food cta


Get an On-demand Delivery App designed with us! Eventually, we are an experienced app development company that has designed and developed more than 1200+ apps. We, Codiant, have an all-in-one on-demand delivery platform ready that covers the solutions to all the users’ problems, pain points and expectations.

  • A one-stop app for:
  • Quick and easy ordering
  • User can order from multiple nearby supermarkets
  • Doorstep delivery saves time
  • Track delivery boy, call, and message
  • Make online payments via cards, UPI, net banking, and COD
  • Avail discounts, apply promo codes, offers, etc.
  • Leave reviews, ratings, and feedback.

Lastly, delightful UI/UX of app, lead to-

  • Enthusiastic customer reviews and referrals
  • Attracting new business
  • Improved UI/UX reduces cart abandonment rates
  • Maximizing sales opportunities

Do You Have Any UX or App Development Requirements for Your On-Demand App?


    Let's talk about your project!

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