This study was my signature individual project during my summer internship with Peapod. I joined Peapod at a time when the Product team was being built from the ground up and when the online grocery industry was becoming increasingly competitive. My key findings from this study helped to inform new designs on Peapod’s website. I cannot publish my findings and recommendations due to the confidentiality of this study. However, I will provide an overview of my process.
At first, I engaged the product manager to get a better understanding of potential product pain points and also read through user voice cases as well. I explored the online grocery delivery space and also engaged stakeholders to determine fellow competitors. I developed the below research questions to guide my study.
1) What factors influence how users search for grocery items online?
2) What difficulties if any do users experience when setting up a delivery time?
3) What do users perceive as strengths of competitors sites?
I created a scenario the user was shopping for items for a summer barbecue, in order to get the user in the proper frame of mind. The tasks and scenario were centered around my research questions and also accounted for having users explore the wide range of products Peapod and competitors offered. I had users add perishable, and non-perishable goods to their cart to see what factors may impact their experience. Additionally, users searched for and add the same items to their cart on Peapod’s site and the two other competitor sites.
I utilized UserTesting.com to run the usability tests remotely and to screen participants. I screened users based on their location, to account for areas were Peapod and competitors delivered to. Also, I screened to see if users had shopped any of the three online grocers before and only allowed first-time users to participate in the study in order to eliminate any bias.
I watched the user testing videos multiple times and took detailed notes on each session accounting for qualitative and quantitative data. I utilized affinity mapping to visualize patterns and ultimately structure key findings.
Finally, I presented my study to key stakeholders in the organization. My presentation detailed my process and key findings and recommendations. Additionally, as I stated at the beginning Peapod was just building their product team when I joined as an intern. This was a great opportunity for me to demonstrate the value of UX research and design and engage with a diverse group of stakeholders.