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The Bulk Shop
1 . Project overview
The Bulk Shop is an online organic supermarket offering bulk products in delivery or click and collect. The product is made to be used with desktop or on mobile. Users can see the products and make a full order with the product.
Role & responsibilities
Tools
Time
January > March 2022
(3 months)
UX/UI designer
User research
Prototyping / Testing
Figma
Miro
Maze
Process
Empathize
User interview
​
Ideate
Ideation
Priorization
State Diagram
Define
Personas
User Journey
User Stories
Problem statement
Prototype
Sitemap
Zoning
Wireframes
Mockups
Prototype
Test
Usability Test
Results & Analysis
Iterate
Refining design
Problem
Currently organic shops offering bulk products don’t offer a wide range of bulk products. They mainly focus on offering bulk pastas & cereals, sometimes biscuits and a few household products but this offer doesn’t cover users’ daily needs.
On top of that buying bulk products nowadays requires a lot of efforts. Users have to take their glass jars and contents to the shop, which can be heavy to carry and ask a lot of personal organization, and they don’t have any possibility of asking for delivery.
Goal
Create a new organic shop that offer 100% bulk products for everyday easy to manage for users focusing on its online service for desktop.
​
Offer to users all the products they need for their daily routine, in every category, including a large range of food products (meat, fish, veggies & fruits, cheese & dairy) but also freshly prepared meals, beverages, cosmetics, and household products.
Offer to user the possibility to borrow for free the shop’s glass jars and contents - which are cleaned between each order - and home delivery for user’s comfort.
Solution
Create a new organic online shop "The Bulk Shop" : the 2.0 grocery store of tomorrow, that reinvents the concept of organic supermarkets and proposes a new way of consuming.
​
The Bulk Shop value proposition is to offer to users all the products they need for their daily routine in an easy way - offering delivery or click and collect - and in every category - including a large range of food products (meat, fish, veggies & fruits, cheese & dairy), freshly prepared meals, beverages, cosmetics, and household products in bulk.
The Bulk Shop value proposition is delivered to users through The Bulk Shop Web App (desktop version only for now) with the following high-value capabilities :
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Capability 1: Offer users the choice between delivery or click and collect to receive their food order
Capability 2 : Offer the choice to users to use The Bulk Shop's glass jars or their own jars when receiving their food order in delivery
2 . Understanding the user
Step 1 : Building Personas
The target audience comprises urban people concerned about their environmental impact and willing to consume qualitative organic products without packaging and in an easy way.
Clémence - happy urban ecologist
29 years old
Living in Nantes, France
Project leader for Nantes Metropolis​
" As I am concerned about global warming and willing to apart my lifestyle to lower my environmental impact, I want to consume bulk products in an easy way "
Kamil - papa poule
42 years old
Living in Paris, France
Site supervisor for a real estate company
" My children are my biggest purpose in life, so I want to spend as much time as possible with them and give them the best education that I can "
Step 2 : Mapping the User Journey
Step 3 : Building User Stories
Clémence
As a happy urban ecologist
​
I want to find some bulk products with returnable glass jars and zero carbon delivery
​
So that I can lower my environmental impact without too much time or effort
Kamil
As a papa poule
​
I want to feed my children with organic bulk products
​
So that my children can grow up healthy and get a bright future
Step 4 : Defining Problem Statements
Clémence
Clémence is a happy urban ecologist
Who needs an easy way to order bulk products online with delivery
Because she wants to lower her environmental impact without wasting too much time or effort
Kamil
Kamil is a papa poule
Who needs to feed his children with bulk organic food in an easy way
Because he wants them to grow up healthy and cares about their future with global warming
3 . Stepping into design process
Sitemap
The rectangles correspond to the different pages of the product.
User Flow Diagram
Wireframes
Desktop version
Mobile version
Mockups
Homepage
Product list
Product selection
Checkout
Branding & UI kit
Based on the Atomic Model and Design System
Logo
The Bulk Shop
Typography
Mintage
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Opens sans
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Color Palette
#E61C5F
#773B0F
#EBDBC5
#F7F0E7
#FFFFFF​
#000000
Iconography
Components
4 . Testing the design
Usability Test
Introduction
Implementation of an unmoderated usability test with 6 participants.​
Research Goals
Goal 1 : Assess the overall ergonomics and user experience of The Bulk Shop to offer a simple and efficient experience
​
Goal 2 : Assess the effectiveness of The Bulk Shop UI
Goal 3 : Confirm that The Bulk Shop's mobile app functionalities are being used as expected
Panellization characteristics
- people aged from 18 years old
- living in urban areas
- mixt genders
Scenario to be tested
Order a smoothie in delivery, choosing to buy the glass container (of the smoothie)
Hypothesis to be tested
H1 : I believe that filling locality before selecting products
Will make the selection process more efficient
For target users
Because it will only show available products and give a precise delivery price
H2 : I believe that product detail pages
Will give all the information on products
For target users
Because it will inform about all ingredients, composition and possible allergens
H3 : I believe that product detail pages
Will create desire to purchase
For target users
Because large images catches more attention and is attractive
H4 : I believe that offering different payment options - including paying at the reception
Will increase the number of orders
For target users
Because they will be able to pay through different ways including cash
H5 : I believe that offering the order as a guest connection option
Will increase the number of orders and simplify the checkout process
For target users
Because it will make ordering possible with no need to create account
KPI
- KPI 1 : Number of users who succeed the mission
- KPI 2 : Number of users who didn't succeed the mission
- KPI 3 : End to end conversion rate > Number of users who succeed / divided by number of total users
Usability Plan
Results & Analysis
Based on Atomic Research
Collection of participants feedback to identify major pain points and themes.
Analysis of the data based on the Atomic methodology, extracting facts that lead to insights and then to improvement opportunities.​
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Overall, the main improvement opportunities highlighted by participants were the following ones:
- provide a more spontaneous and broad shopping experience showing more products on the homepage,
- clarifying the glass jars step providing users all the pricing information to make their choice,
- clarify and simplify the checkout process.
Participants enjoyed the UX and UI of the product’s interface telling it was “easy to learn and use” and that it was making them willing to buy products.
5 . Refining design
Design iteration
The usability test highlighted some pain points and improvement opportunities that I categorized and prioritized to refine the product design.
Improvement point #1 : provide a more spontaneous shopping experience on the homepage
Simplification of CTA buttons to give users access to their shopping experience more spontaneously.
before
after
Addition of product blocs on the homepage, right under the above the fold
Creation of special selections on the homepage (seasonal selection, monthly selection, etc.)
after
Improvement point #2 : clarifying the glass jars and containers choice
Creation of a pop-up with informations about glass jars and options that users can see at the beginning of their ordering experience. This note gives users all the pricing information for glass jars.
after : added step
Creation of a new feature attached to each product to give users the possibility to choose if they want to buy or borrow glass containers.
before
after
after
Improvement point #3 : clarify and simplify the checkout process
Reorganization of the delivery choice for users and simplification of the delivery steps during checkout, condensing all the billing informations.
before
after : added step
after
Revision of the order summary, giving users the total price of their order including delivery and glass jars
before
before
after
after
Prototype
