ASDA
Uni-
Project
ASDA supermarket mobile application was the topic that I have choose to work on for the UX Content module during my master's programme.
The UX Content module is about learning and implementing the Design Thinking method in a real-life application.
Role: UX research / UX design (individual project)
The motive: Focusing more on foreigners
Method: Design Thinking
Background
The ASDA supermarket app was chosen as the focus of the project due to its popularity among customers and the potential to improve the app's user experience. Based on personal experience, grocery shopping was a struggle for a foreigner, like me, items have different categorising and different brand names, so the motive was to add some features to help foreign users to find the items that they're looking for.
User Research
The project was undertaken using the Design Thinking approach, which involved an iterative process of understanding user needs, ideation, prototyping, and testing. User research was a critical part of this process, which included a survey and user interviews.
The survey provided quantitative data about users' demographics, app usage frequency, and satisfaction with various app features. The user interviews provided qualitative data about users' pain points and needs.
The combination of both, quantitative and qualitative data allowed me to gain a comprehensive understanding of the app's user base and identify areas for improvement. The research revealed that users experienced frustration with certain grocery shopping experiences. This insight was used to empathize with users; also to ideate and come up with features that solve the problems.
Furthermore, Affinity diagramming, Thematic analysis, Empathy maps, and user stories were made to complete the Empathy stage and start the User Analysis phase, which provided User archetypes, User Personas and User/customer journey maps.
Ideation
based on the research findings, the ideation process was focusing on the users' needs and pain points. Activities like "How might we","Crazy 8" were used, and "Rapid ideas generation" were used to brainstorm the possible solutions for the stated problems. As well as NUF tests and Competitor’s Analysis to make sure that the features are valid and would make a difference.
The features:
• Augmented Reality: The user can use the phone in the store to point the phone's camera to any product on the shelves and it will show offers and product details.
• Self-checkout: The ability to scan the items in the. shopping cart and checkout via the phone.
• Personalised experience: Focusing on gathering more information and data about the user to personalise the experience.
