Peapod
Shopping Experience Improvement

Peapod-mobile-screens-600x450
Evaluation on current website

Peapod.com offers variety of products to its customers. The amount of variety and options can be tricky for users to easily put into the shopping cart.

 

Evaluation of the Current Peapod Experience

 

Doing well:

  • Easy to understand what kind of business that they do at a glance
  • CTA is clear on the landing page
  • Ads are prominent and catches eyes
  • Delightful and clean

 

Things to improve:

– Landing Page –

  • – The log in button is more prominent than the button for a new customer. It is usually better to be opposite because returning users has a better idea where things are and how to use the site.
  • – It asks to enter zip code, but the service area is very limited. This can cause disappointment for users. It would be better if the site can provide service coverage geographical information.

 

– After Logging in –

  • – Search area can be more prominent for easy and fast access to the desired product.
  • – Take advantage of empty space by applying full width usage would make the content easier to view.
  • – For easier access to “My” related things, organizing them together under “My Account” would helpful.
  • – Shopping related tabs vs. Tips and other can be bundled together since currently the order of the tabs are mixed and it would be great to follow users normal shopping experience flow as a first focus of the site.
  • – Some ordering related elements are not put together and placed in different places throughout the site that it would help to organize them so user can take conscious actions of clicking.
Detecting the main problem to solve

Current site offers two different buttons shopping actions; “Shop” and “BUY” (and they are typed like this). The difference between these two terms were not clear for users.

Peapod_current_screen1

After clicking “Shop”, it shows up new browser window with other options like size of the product and flavor options.

Screen Shot 2015-05-21 at 11.27.28 AM
Analyzing user persona

Before starting designing, I always try to review the persona to understand their motivations and drives. Even though it seems clear who are the users, I try to practice going back to understand the persona again to reflect my design aligned with users.

 

Clarification on Persona Characteristics

Key persona type for this service and features and personalities of the persona.

  • Comfortable using online shopping service
  • Life with modern computer or smart phone
  • Busy people
  • Cooks at home
  • Deals are appreciated
  • Planner: needing to make sure the household has everyday consumed items in stock

 

From these design drivers, some of the key experiences that the app needs to provide to the users are

  • Fast and easy
  • Simple and secure transaction
  • Easy to get the item that the user is looking for
  • Some additional sales and cool information to provide the value of using the service
  • Delightful and nice customer service through experience of using the app (Convenient is not enough!)
Organizing the flow

In order to figure out smoother shopping flow, I created wire frame to clarify each problem and solution that can be applied.

Peapod-Desktop-Wireframe-01
Peapod_Wireframe_Mobile-01
Solutions

Clarification on Persona Characteristics

Key persona type for this service and features and personalities of the persona.

  • Comfortable using online shopping service
  • Life with modern computer or smart phone
  • Busy people
  • Cooks at home
  • Deals are appreciated
  • Planner: needing to make sure the household has everyday consumed items in stock
Design
Peapod-desktop-mockup