Designing with a User-Centric Approach

The primary objective of this testing was to uncover potential usability issues and ensure that the app’s interface was intuitive and user-friendly. The study aimed to validate design decisions and offer actionable insights for refining the app, ultimately ensuring that Grooze delivers a seamless and efficient shopping experience in line with our vision of effortless grocery shopping for users.

Walking Through the Onboarding Flow with Think-Aloud Protocol

Participants were asked to navigate through the onboarding process while verbalizing their thoughts, using a guided set of questions. I began by testing with the low-fidelity wireframe and then moved to the high-fidelity wireframe, adhering to best practices for iterative testing.

#1 Asking for tracking permissions

Success

• Participants found the process easy to understand.
• Graphics provided helpful visual cues.

Challenges

• Users hesitated to provide tracking information upfront.
• Confusion arose regarding to the question asked when asking for location permission

#2 Creating an account

Success

• The interface was perceived as clean and easy to navigate.
• The account creation process was straightforward.

Challenges

• Participants expected auto-fill options for form fields.
• The option to link Apple/Google Pay was overlooked, indicating a hierarchy issue in the design.

#3 Filling Out Dietary Preferences

Success

• Participants appreciated the progress indicators that helped gauge the time required.
• The ability to skip this section was seen as a positive.

Challenges

• Uncertainty about how to navigate back to the previous page.
• Confusion about what to do if they had no dietary restrictions or allergies.

#4 Understanding the Tutorial for In-Store Use of Grooze

Success

• Participants recognized that it was instructional in nature.

Challenges

• The lack of images in the low-fidelity wireframes caused confusion.
• Participants struggled to grasp what the tutorial was conveying.

#1 Creating an account

Iteration

• The flow was restructured to ask users to create an account first, followed by tracking permission requests.
• Adjusted the hierarchy on the payment page, positioning the option to link Apple/Google Pay at the top.
• Added a brief explanatory paragraph on the payment page to inform users why sensitive information is requested upfront.

#2 Asking for tracking permissions

Iteration

• Removed the question about whether users are currently in-store. Instead, used active voice to clearly explain why Grooze requires location permissions.

#3 Streamlining the Dietary Preferences Flow

Iteration

• Introduced a back button on each page to align with the heuristic of user control and freedom.
• Added an option for "not applicable" in the dietary preferences section

#4 Understanding the Tutorial for In-Store Use of Grooze

Iteration

• Split the tutorial into two distinct flows: one for shoppers with a cart and one for those without.
• Added illustrations to complement the content.
• Revised the content to ensure it is written in plain language.
• Included front and back navigation buttons to give users more control.

The efficient and effortless onboarding experience

Time Spent on the High-Fidelity Wireframe Decreased by 160%

I measured the average time users spent completing the onboarding flow. The average time on the low-fidelity wireframe was 5 minutes, while on the high-fidelity wireframe, it was 3 minutes. This increase in time reflects the improved clarity and intuitiveness of the design after iteration.

Key Learnings

The Importance of Testing with at Least 5 Participants
‍The qualitative data provided valuable insights, and I noticed patterns among the 2 participants. However, testing with a larger group would likely yield more comprehensive insights into user struggles.

Coordinating Usability Testing
This was my first experience conducting and coordinating usability interviews. I learned how to recruit participants via email, schedule sessions through Google Meet, and ask neutral, non-leading questions during the tests. Balancing question-asking, listening, and note-taking was challenging, but it was an invaluable experience in conducting user research.

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