Loblaws
Project Summary
Convence is an innovative grocery shopping platform that revolutionizes how people discover and purchase groceries from their favorite stores. The app won recognition for addressing a crucial market gap - the lack of a comprehensive grocery price comparison solution.
Design Lead
User Researcher
UX Designer
UI Designer
UI/UX Design
User Research
Wireframes
High-Fidelity Prototypes
Design System
Client
Loblaws
2017
My Role
As the Lead Product Designer for Convence, I spearheaded the development of a revolutionary grocery shopping application from concept to execution. My comprehensive involvement began with extensive user research and market analysis to understand shopping behaviors, pain points, and competitive landscape. This research phase was crucial in identifying the gap in the market for a price comparison solution.
I led the experience strategy and design execution, developing user journeys, wireframes, and high-fidelity prototypes. The creation of an intuitive design system ensured consistency across all touchpoints while maintaining usability standards. Through close collaboration with cross-functional teams, I translated complex requirements into simple, user-friendly solutions.
Throughout the project, I owned stakeholder management and design validation processes, successfully presenting our vision to executives and team members. My role required balancing user needs with technical feasibility, resulting in an award-winning concept that transformed traditional grocery shopping into a seamless digital experience.
Challenge
The grocery shopping landscape was ripe for disruption. Traditional methods of comparing prices across stores were time-consuming and inefficient, requiring shoppers to manually browse through paper flyers or visit multiple stores. This frustration was amplified by the lack of organized product discovery systems and inconsistent shopping experiences across different stores.
My challenge was to revolutionize this experience by creating a digital solution that would make grocery shopping simpler and more efficient. The app needed to solve multiple pain points: helping shoppers easily find products, comparing prices instantly across different stores, eliminating the need to browse through paper flyers, and creating a convenient pickup process that worked with people's busy schedules.
Key Research Insights
Our extensive market and user research revealed compelling statistics that validated our approach. A striking 85% of shoppers expressed frustration with current product discovery methods, often struggling to locate specific items in unfamiliar store layouts. Traditional flyer-based shopping proved problematic for 70% of users, who found it time-consuming and difficult to organize.
Price comparison emerged as a critical feature, with 60% of shoppers actively seeking better ways to compare prices across different stores. The research also highlighted a strong preference for flexible pickup options, with 75% of users wanting the freedom to collect their groceries at convenient times and locations.
Solution
Based on our research findings, I developed a strategic approach to transform the grocery shopping experience. The plan centered around four key pillars:
First, we focused on creating an interface that made product discovery intuitive and enjoyable. This meant designing smart search features, clear categories, and personalized recommendations based on shopping habits.
Second, we developed the innovative 'Shop & Scan' feature, allowing customers to scan products in-store for instant price comparisons and product information, significantly reducing shopping time.
Third, we designed a unified shopping experience that seamlessly connected multiple stores, enabling users to shop from different retailers in one simple interface.
Finally, we built a flexible pickup system that adapted to users' schedules, offering various collection times and locations to suit different needs.
The Process
Research and Discovery
We began with comprehensive user research, conducting interviews, surveys, and shopping observations to deeply understand customer behaviors. By shadowing shoppers and analyzing their journeys, we identified key friction points and opportunities for innovation. This research phase was crucial in shaping our understanding of what users truly needed in a grocery shopping app.
Creating the Design System
Translating our research insights into action, I developed a robust design system that prioritized consistency and usability. This included building a comprehensive component library that ensured a cohesive look and feel throughout the app. We created clear navigation patterns that made price comparison intuitive, and implemented a visual hierarchy that highlighted the most important information for shoppers.
Design and Documentation
The final design phase brought everything together through high-fidelity prototypes that demonstrated the complete user experience. We chose the Poppin font family for its excellent readability and modern feel, paired with a fresh color palette that emphasized clarity and trust. Each design decision was validated through user testing, ensuring our solutions truly met user needs.
Key Achievement
Our innovative approach to grocery shopping earned significant recognition in the industry. The price comparison system we developed became a benchmark for similar apps, while our 'Shop & Scan' feature received praise for its simplicity and efficiency. User testing showed a marked improvement in shopping efficiency, with customers particularly appreciating the seamless multi-store experience and flexible pickup options.
The success of these features validated our user-centered design approach and demonstrated the value of thorough research in creating effective solutions for everyday challenges.
Conclusion
The Convence Grocery App successfully transformed the traditional grocery shopping experience into a modern, efficient process. By focusing on user needs and implementing innovative features, we created a platform that makes grocery shopping more convenient, cost-effective, and enjoyable for users.
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85%
User Perfer the app over shopping
1st
Award winning able for upcoming application
32%
Increase in cross-store shopping