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InstaMarket

Deliver your groceries to the doorstep within 30 minutes

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08 Weeks

E-Commerce

End - to - End UX Design Process

Role: UX/UI Designer

PROBLEM

Customers need quick deliveries of their groceries

Deliveries are delayed. Despite having strong delivery partner networks, around 40% of orders from digital platforms are delivered late to customers. This sparked the question: Why were orders arriving late even though the delivery location was close to the store?

SOLUTION

Delivery within 30 minutes
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Est. time & Special Category

  • Estimated time provides a better idea of the delivery to the location.

  • Specials are crafted as per the seasonal trends.

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  • Day-to-day needed groceries have been categorized in simple language.

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Filtering Products

  • Items can be filtered, as per the categories like vegetables, breads, and more, in a simple way. 

  • Precise, on-point categorized for customer needs.

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Tracking Calories, Notes & Location

  • Tracking of calories is defined for every order to help with better accountability for customer health.

  • Customers can craft personalized notes for the store to enhance communication.

  • Location can be adjusted as per the customer's requirements during checkout, and it redirects to the nearest store.

WHITE PAPER RESEARCH

A Way for delivery within 30 minutes....

Initiating with a blank-slate study, my engagement began with an exploration of customer reviews from ordering to delivery to the location. It was during this deep dive that I discovered an enlightening figure from the report by Food On Demand.

".... more than 40% of customers have reported late deliveries from all e-commerce and delivery partners, despite of strong delivery partner networks."

COMPETITIVE ANALYSIS + THE GAP

Delivery Partners has inconsistencies

While keeping the above statistic in mind, I analyzed the 3 most popular apps surrounding this e-commerce delivery space. I found that almost none of them offer delivery within 30 minutes had which aspect of a standard time delivery to help the customers. This then became my opportunity for a solution.

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USER RESEARCH

My interviewees were 3x more likely to succeed as customers faced the pain points while ordering and waiting for the order.

Although I saw from research that delivery issues were important, I’ve conducted interviews with 6 people who reviewed ratings and faced delivery issues. I’ve asked them questions below to find trends on how and when they faced the delivery issues from various other partners, then organized my data through affinity mapping.

RESEARCH QUESTIONS

  • Tell me, the last time you waited for your order?

  • ​What was the difficult part you faced during the delivery?

  • Tell me, the last time you waited for delivery, and at last you got cancelled by the delivery partner?

  • What did you find hard about contacting the support due to the loss of the order?

  • Tell me, have you ever tracked your calories from the order on the platforms?

  • Where you ever thought to write and notes to the custom notes for the store during order?

CUSTOMER USER PERSONAS

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CARD SORTING

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Desires

Behaviours

Pain Points

RAPID SKECTHING

TESTING & IMPROVEMENTS

2 Major Improvements
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Switch text to icons

  • ​Enhances a better view of the actions for user

  • Gets back the usual layout of the user's engagement with icons

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Visual view of categories

  • Visual banner helps to view category of the user selected

  • Gets an idea of the category selected by the banner image.

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Final Designs

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Style Guide
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REFLECTION

Main Takeaways 

  • Deeper User Research & Validation. To strengthen the insights, the research could expand user interviews beyond six participants and incorporate quantitative data, such as surveys.

  • Stronger Competitive Benchmarking & Feature Prioritization. The analysis highlights a gap in 30-minute deliveries, but evaluating why competitors avoid this, whether due to operational challenges or cost, could strengthen the solution. While calorie tracking and custom notes add value, they may not address the top pain points; prioritizing core features like speed and reliability over secondary ones could sharpen the focus.

  • Prototyping & Usability Testing for Key Flows. While rapid sketching is a good starting point, testing high-fidelity prototypes, especially for checkout and location adjustment, can uncover more usability gaps earlier.

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