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La' Bodega
Grocery delivery app.
The brief was to design a strategy and user experience concept for a food delivery app for the United States market. Two of the scenarios which were ideated upon, have been shocwased here. The strategy also uses a deep rooted PET (Persuasion Emotion and Trust) approach for proving not just a better customer experience but also to enhance the brand image and increase sales.
The experience and strategy of the app is based on the following key highlights:
Real-time information
Updates on customers’ requests are immediate, so that they do not have to contact ‘La Bodega’ to check status of orders, refunds etc. The information about products not in stock, is available upfront rather than after the order has been placed.
Smart Assistance
Bill information, delivery schedules, checkout is smooth and efficient and any other information like extra charges levied on priority delivery etc. is shown contextually. This helps a customer make a decision faster hence increasing sales and reinforces a positive experience for the user.
Support decisions through contextual suggestions
Promos are presented to the customer contextually, based on their orders, or current searches, e.g. while presenting offers and combos, the are prioritized based on what the user requires or has ordered previously.
Focused Solutions
Customers are given immediate suggestions of recipes, additional / complimenting ingredients and other product information based on their current purchases and shopping history. This provides an opportunity for up-sell while generating an interest in the customer to explore further.
The Strategy
•To dominate on emotion, differentiate on service experience
•Empower customer to make quick decisions, get real time information
•Experience to be crisp, contextual and easy.
The market was thoroughly studied and target user groups were identified and user profiles and personas were developed. Out of the few personas which were developed and explored, Christina has been described here.
PERSONA - URBAN USER
Christina Martin
Urban User (Lives in NYC)
28 years old
Freelance Journalist
She is on the laptop or on her mobile most of the time. She is a late adopter of technology but is still quite tech. savvy. Her work keeps her occupied at erratic hours. Cooking for her is very therapeutic and she loves to cook for herself and her friends whenever she gets time.
Because of a very erratic schedule she prefers using online grocery shopping where she can order items based on specific recipes and get them delivered as per her convenience.
She is still trying to establish herself in her field of work and prefers if she can get good promos or deals while shopping.
SCENARIO -1
Ordering Ingredients for A Pasta Dish
Christina wishes to invite her friends over for dinner. She decides she would make bruschetta which her friends consider her specialty.
While looking for the ingredients at her home she finds out that she is out of flat olive bread. She decides to order the same using her favorite Grocery App – La’ Bodega. While ordering the flat bread she notices recipes accompanying flat bread dishes. She decides to explore the same.
She sees a red pasta dish and thinks that it will be a good addition to the dinner menu. While looking at the ingredients she realizes she is out of red pasta sauce and decides to order that too.
User Journey
Screen Mockups
SCENARIO -2
Ordering Dishes That Need Preparation Time
Christina wishes to have a small Birthday Party for her sister at her place. She decides to order a pre-baked cake base which she can decorate herself. She has only a few hours for preparation and decides to order from ‘La Bodega’ since she does not have time to go to the baker herself.
She decides to check out La’ Bodega and order the cake from there.
User Journey
Screen Mockups
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