Amazon Fresh
Recipes
Overview
Grocery delivery can be expensive.
The rise in popularity of grocery delivery, can provide convenience, and peace of mind, especially if you don’t have access to a reliable form of transportation. However, all of this comes at an expensive cost. It turns out that grocery delivery is roughly 10% more expensive than doing the shopping yourself due to the expensive delivery fees. Amazon Fresh tries to reduce these costs for users by reducing the delivery cost when ordering more and providing recommendations to fill the quota. Still, I found that the recommendations were impractical.
Discover
User Interviews
In order to learn more about the Amazon Fresh user-experience and identify user needs and pain points, I interviewed three college students who regularly use Amazon Fresh.
The questions revolved around:
What do you mainly use Amazon Fresh for?
Why do you find yourself using Amazon Fresh?
Are there reasons that make Amazon Fresh unaffordable for you? What are they?
The 3 user pain points I found were
Expensive delivery fees
Running out of items quickly leading to more frequent deliveries
Amazon Fresh recommendation system
Identifying Problems: Recommendation system
In the image below, you can see that the recommendations for the item in cart (steak) is more of the same item. Although the items are related, they do not pair well with each other making it an impractical recommendation. Recommendations are important because it can help the user reach the delivery fee quota where a discount to the delivery fee will be applied if the user reaches a certain amount. Recommendations also allow for the user to order more items so that they can order less frequently which will save them money in the long run.
Define
After conducting my research, I came up with a guiding question:
How can we make the recommendation system more relevant for users?
I wanted to create a user persona to embody the ideal Amazon Fresh user based on the full research process I conducted. By synthesizing the gathered data, my aim is to represent the user's preferences, pain points, and behaviors, allowing for a more focused and effective redesign for our ideal user.
User Persona
User Journey
I created a user journey to map out how Kevin would navigate the app getting an understanding of the highs and lows of his emotions. Getting a more holistic view of the user pain points will help me create a more targeted redesign in order to satisfy Kevin’s needs.
Kevin Nguyen
As a busy student, I look for ways to save time and money when it comes to shopping for groceries.
Develop
Through conducting my user interviews I found that...
Users value three aspects when ordering from Amazon Fresh: saving money on their delivery fee, ordering items that will last so they can order less frequently, and finding new methods to improve their cooking abilities. In response to these values I came up with this solution:
Amazon Fresh Recipes
Recipe recommendation system that allows users to buy more items based on preset recipes. This is relevant to the user as it allows them to buy more items where they can try out new recipes and save more in the long run. Recipes help fill delivery fee quota and provides them with relevant items that will last them.
Mid Fidelity Prototype:
Deliver
Final Design:
Flow 1: Recipe categories recommendations based on a ‘For You’ algorithm
Flow 2: Recipe categories recommendations based on the item in cart
Overview
Grocery delivery can be expensive.
The rise in popularity of grocery delivery, can provide convenience, and peace of mind, especially if you don’t have access to a reliable form of transportation. However, all of this comes at an expensive cost. It turns out that grocery delivery is roughly 10% more expensive than doing the shopping yourself due to the expensive delivery fees. Amazon Fresh tries to reduce these costs for users by reducing the delivery cost when ordering more and providing recommendations to fill the quota. Still, I found that the recommendations were impractical.
Discover
User Interviews
In order to learn more about the Amazon Fresh user-experience and identify user needs and pain points, I interviewed three college students who regularly use Amazon Fresh.
The questions revolved around:
What do you mainly use Amazon Fresh for?
Why do you find yourself using Amazon Fresh?
Are there reasons that make Amazon Fresh unaffordable for you? What are they?
The 3 user pain points I found were
Expensive delivery fees
Running out of items quickly leading to more frequent deliveries
Amazon Fresh recommendation system
Identifying Problems: Recommendation system
In the image below, you can see that the recommendations for the item in cart (steak) is more of the same item. Although the items are related, they do not pair well with each other making it an impractical recommendation. Recommendations are important because it can help the user reach the delivery fee quota where a discount to the delivery fee will be applied if the user reaches a certain amount. Recommendations also allow for the user to order more items so that they can order less frequently which will save them money in the long run.
Define
After conducting my research, I came up with a guiding question:
How can we make the recommendation system more relevant for users?
I wanted to create a user persona to embody the ideal Amazon Fresh user based on the full research process I conducted. By synthesizing the gathered data, my aim is to represent the user's preferences, pain points, and behaviors, allowing for a more focused and effective redesign for our ideal user.
User Persona
User Journey
I created a user journey to map out how Kevin would navigate the app getting an understanding of the highs and lows of his emotions. Getting a more holistic view of the user pain points will help me create a more targeted redesign in order to satisfy Kevin’s needs.
Kevin Nguyen
As a busy student, I look for ways to save time and money when it comes to shopping for groceries.
Develop
Through conducting my user interviews I found that...
Users value three aspects when ordering from Amazon Fresh: saving money on their delivery fee, ordering items that will last so they can order less frequently, and finding new methods to improve their cooking abilities. In response to these values I came up with this solution:
Amazon Fresh Recipes
Recipe recommendation system that allows users to buy more items based on preset recipes. This is relevant to the user as it allows them to buy more items where they can try out new recipes and save more in the long run. Recipes help fill delivery fee quota and provides them with relevant items that will last them.
Mid Fidelity Prototype:
Deliver
Final Design:
Flow 1: Recipe categories recommendations based on a ‘For You’ algorithm
Flow 2: Recipe categories recommendations based on the item in cart