WOOLIES DASH
Key flows redesign in free time
Woolies Dash, Woolworths' same-day grocery delivery service, offers fast delivery of groceries and household items via the Woolies Dash app.
I noticed usability issues while using the app (prior to its integration into the Woolworths app) and couldn't help but wonder what I would've changed considering my background in UX.
THE CHALLENGE
The search and browsing experience left a lot to be desired, with limited search tools and a frustrating process to return to the cart after adding items.
As a user of same-day delivery apps, I was quite let down by the interface and overall user experience of the Woolies Dash app.
I soon discovered that I wasn't alone in my dissatisfaction - the app's reviews were filled with similar complaints from other users.
I took it upon myself to revamp the key flows
of searching, browsing, and adding products to the cart - steps that play a critical role in conversion, with the goal of enhancing the user experience.
THE APPROACH
Heuristic Evalutaion [Nielson]
High-level Competitor Research
Wireframing [low - mid-fidelity]
As a start, I looked to a design research method that aided me in identifying some of the current usability issues.
I conducted a heuristic evaluation to assess the app’s compliance with a set of recognised usability principles - Jakob Nielsen’s 10 usability heuristics. I prioritised the findings based on severity (to what extent it affects the usability).
From this assessment, I noted the following
key issues:
THE APPROACH
Heuristic Evalutaion [Nielson]
High-level Competitor Research
Wireframing [low - mid-fidelity]
In addition to a heuristic evaluation, I conducted some high-level market research - looking at direct competitors like Checkers Sixty60 and Pick ‘n Pay ASAP.
I assessed key features and interaction patterns associated with these competitors.
The following opportunities were identified:
THE APPROACH
Heuristic Evalutaion [Nielson]
High-level Competitor Research
Wireframing [low - mid-fidelity]
These research insights informed the wireframing phase. I started by creating low-fidelity wireframes to explore potential ways of going about implementing the research findings. With the brainstorming/design iterations, I started increasing the fidelity to mid-fidelity to get a better sense of what the solution could look like.
THE SOLUTION
Through an interactive process, I came up with a digital solution that can be further refined through user feedback.
The digital solution proposed allows for more flexible searching, filtering, and browsing of products. It promotes product discoverability and provides the user with relevant functionality at each step of the shopping journey.
CONSIDERATIONS
As a next step, I would keep adding
to the competitor research and conduct moderated usability tests
to test my proposed solution.
CONTENT
For the most part, I tried to work with the app’s current content. I did, however, note that adding the following content might improve the user experience in the future:
- The product display page could host more information regarding the product such as a proper product description, nutritional information and ratings/reviews. This is especially important for users with dietary restrictions (gluten-free, Halaal, etc.).
- Consider conceptualising some occasional categories for the landing/home in an ongoing fashion (such as those I suggested on the home/landing page - ‘Dash your way to dinner’). This will help to drive customer engagement and keep the content ‘new’ and ‘exciting’ upon returning to the app.
- Introducing more filter options like price and promotions could be helpful.
RESEARCH
I allowed myself a limited amount of time to conduct the research and create the wireframes. As a next step, and to build on what I've done, I would like to do the following:
- Conduct moderated usability testing to see where this design is falling short and/or where improvements can be made.
- Extend the competitor research to Uber Eats and MR. Delivery (seeing as they recently launched same-day grocery delivery services). I would also like to look into other local and international references like OneCart and Postmates for additional/unique features and functionality.