Case study · Mobile appDesigning a Mobile App for an E-Grocery Store
One store, two very different shoppers.
Distinct Target Audiences
The App needed to serve two primary audience groups: Middle Eastern users seeking familiar groceries and non-Middle Eastern users interested in exploring culturally authentic food. The App needed to balance familiarity and discovery within a single intuitive experience.
Research first.
Every Vitruvian project starts by understanding the people it serves. For MyJam, we used 6 of our methods:
- 01Interviews
- 02Discovery Workshop
- 03Market Research
- 04Discovery Document Development
- 05Wireframing
- 06Prototyping
Interviews
Conducted interviews with stakeholders, marketing team members, and social media managers to understand business goals and target audience behavior.
Discovery Workshop
Initiated an interactive discovery process with the entire My Jam team using Figjam.
Market Research
Research was carried out to evaluate common practices in grocery delivery apps and identify areas for improvement.
Discovery Document Development
Created a discovery document based on market research and competitor analysis. Defined key personas and outlined strategic approaches to effectively engage the two main target audiences.
Wireframing
Developed low fidelity wireframes based on research findings to outline core user flows and app structure.
Prototyping
Created interactive prototypes to visualize and test user flows. Finalized high fidelity designs after incorporating feedback and receiving stakeholder approval.
Clear Categorization
Organized products into clear and culturally relevant categories to meet the needs of Middle Eastern users seeking specific grocery items.
Promotional Banners and Themes
Leveraged visual design and content strategy through promotional banners and themed pages to educate and attract non Middle Eastern users, making unfamiliar products approachable and increasing user engagement.
