In this modern age, it is very easy for everyone to get everything with a single click through their phone, includes groceries. A traditional grocery process may take quite a bit of time from reaching to local store, choosing goods, lining up for cashier queue to eventually bring all the groceries back home. How can we provide a grocery app that is able to give the sense of exploration and let users experience the quality and premium-ness just like when they go shopping to a premium supermarket offline?

In this section we do ideation of what might be the issue of the current online system and evaluate all possible kind of solution to take on these challenges

Despite all the pros and cons of online shopping, Let's take a look at what users actually experience during their interaction using online services. For this study case, we are taking female, young mother, and comes from middle upper family as our target user.

To empathize with our user, we use a user persona whom we may call as Adel. She is a career woman with one-year-old son. As both her and her husband work full time job, Adel is looking to the fastest way of getting all her grocery needs through online services.

In this section, we try to break down Adel's journey when she interacts with an online service app to order her grocery needs for the week. (We will be focusing on the #2 touchpoint for the rest of the study)

From the mini journey map, we can draw some points of what user most likely want to achieve and what they need to do in order to achieve their goals

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