ABOUT CLIENT
Om Sai Farm Fresh is a small scale producer and supplier of fresh vegetables based in Pune, India. They acquire vegetables directly from farmers and deliver it to their customers. They currently offer cut/uncut vegetables, Sorted Leafy Vegetables, Salads and sprouts. They get up to 100 orders a day and are looking ahead to expand their user base. Vegetables are delivered the next day of the order and all the bookings are done through WhatsApp.
Through some market and user research, they’ve determined that it is important for them to have their own online portal for taking orders. With the number of customers increasing, taking orders through Whatsapp is not efficient. Many customers prefer online portal for shopping because they’re faster, easier and more convenient - customers can shop from their desks, homes, or in line at the coffee shop. Om Sai Farm Fresh believes that if they allow their customers to shop and buy their products online, they can expand their customer base.
Om Sai Farm Fresh is a small scale producer and supplier of fresh vegetables based in Pune, India. They acquire vegetables directly from farmers and deliver it to their customers. They currently offer cut/uncut vegetables, Sorted Leafy Vegetables, Salads and sprouts. They get up to 100 orders a day and are looking ahead to expand their user base. Vegetables are delivered the next day of the order and all the bookings are done through WhatsApp.
Through some market and user research, they’ve determined that it is important for them to have their own online portal for taking orders. With the number of customers increasing, taking orders through Whatsapp is not efficient. Many customers prefer online portal for shopping because they’re faster, easier and more convenient - customers can shop from their desks, homes, or in line at the coffee shop. Om Sai Farm Fresh believes that if they allow their customers to shop and buy their products online, they can expand their customer base.
VISION STATEMENT
Om Sai Farm Fresh has put together the following vision for their new inline product:
Om Sai Farm Fresh is a grocery shopping tool that helps customers quickly and easily shop and purchase groceries online, and then have them delivered promptly at little to no cost.
Om Sai Farm Fresh is a grocery shopping tool that helps customers quickly and easily shop and purchase groceries online, and then have them delivered promptly at little to no cost.
Business Goals ?
What is the expected business outcome of the product?
Expand customers base and market share, deliver products to other cities around the country.
Being competitive in the grocery market and in online ordering & delivery products in particular.
What are the users' goals?
Quickly and easily shop without spending extra time on it (purchase online), get fresh groceries delivered promptly.
What is the expected business outcome of the product?
Expand customers base and market share, deliver products to other cities around the country.
Being competitive in the grocery market and in online ordering & delivery products in particular.
What are the users' goals?
Quickly and easily shop without spending extra time on it (purchase online), get fresh groceries delivered promptly.
CONTEXT OF USE
The scenario of use to describe the typical experience that a User will have ordering groceries:
While at work on Tuesday, the user realizes that he’s getting low on groceries and needs to go shopping. He has a full day ahead, a date after work and no time or interest in shopping and standing in the long lines at the busy supermarkets near his apartment. He heard about the Om Sai Farm Fresh through a co-worker and decides to try it out. In between emails, he hops onto the Om Sai Farm Fresh app to order his groceries.
The user browses various food categories to see what’s available. He adds some apples and some vegetables to his shopping cart. Once he’s added everything he wants to buy to his cart, he checks out.Before he can
While at work on Tuesday, the user realizes that he’s getting low on groceries and needs to go shopping. He has a full day ahead, a date after work and no time or interest in shopping and standing in the long lines at the busy supermarkets near his apartment. He heard about the Om Sai Farm Fresh through a co-worker and decides to try it out. In between emails, he hops onto the Om Sai Farm Fresh app to order his groceries.
The user browses various food categories to see what’s available. He adds some apples and some vegetables to his shopping cart. Once he’s added everything he wants to buy to his cart, he checks out.Before he can
complete his purchase, he needs to log in or sign up for an account so the system can check whether he has any stored shipping or credit card information that it can reuse to help him check out more quickly.
The user does not have an account so he makes one quickly, then continues with the checkout flow. enters his credit card information, shipping address, and schedules a delivery for a one-hour window the following morning. He reviews his purchase details, orders, and receives a confirmation of his delivery time and receipt.
The next morning, during his delivery window, User's doorbell rings. He heads downstairs and meets the delivery person who hands him his bag of groceries. Everything he ordered is there and he thinks to himself, “What a great experience!”
The user does not have an account so he makes one quickly, then continues with the checkout flow. enters his credit card information, shipping address, and schedules a delivery for a one-hour window the following morning. He reviews his purchase details, orders, and receives a confirmation of his delivery time and receipt.
The next morning, during his delivery window, User's doorbell rings. He heads downstairs and meets the delivery person who hands him his bag of groceries. Everything he ordered is there and he thinks to himself, “What a great experience!”
IN WHAT SETTINGS WILL THE PRODUCT BE USED?
- For what length of time?
Product likely to be used for same day and next day deliveries. The second case was described in the example where the User scheduled a delivery time, but it's important to provide same-day delivery in 1-2 hours because it's very likely that users may need groceries in the same day, for example, to prepare a dinner after working day.
- Will the user likely be interrupted or otherwise need to return to tasks?
As a user will be interrupted to order groceries in the app. The user should spend some time to sign up, search through the list of products to find appropriate items, enter credit card info, shipping address, schedule delivery time. But if user already complete checkout flow once and has preferences in ordering then this process can be simplified. Service can suggest latest ordered products and just add needed to the shopping cart; billing info and address already stored from the previous session so the user needs just choose a delivery time or select a time of latest one. In addition, service can provide some useful feature like user's shopping list,
Product likely to be used for same day and next day deliveries. The second case was described in the example where the User scheduled a delivery time, but it's important to provide same-day delivery in 1-2 hours because it's very likely that users may need groceries in the same day, for example, to prepare a dinner after working day.
- Will the user likely be interrupted or otherwise need to return to tasks?
As a user will be interrupted to order groceries in the app. The user should spend some time to sign up, search through the list of products to find appropriate items, enter credit card info, shipping address, schedule delivery time. But if user already complete checkout flow once and has preferences in ordering then this process can be simplified. Service can suggest latest ordered products and just add needed to the shopping cart; billing info and address already stored from the previous session so the user needs just choose a delivery time or select a time of latest one. In addition, service can provide some useful feature like user's shopping list,
which user can create to reuse it repeatedly. So just in one click, the user can request a delivery. It saves a lot of time and he will not be interrupted from his main tasks.
- Will the product be used at home, in the office or on the go? Should Om Sai Farm Fresh exist first as a mobile or web-based product?
Mobile version of the service is definitely needed. Busy workers used to use the mobile phone in daily life a lot. They can be in the workplace, in the meeting, on the go to/from office, be with clients, but a mobile phone is always at hand. It's much easier to interact with the mobile application if you have limited time. And also, in this case, the product can be used for all scenarios (home, office, on the go).
- Are there multiple users of a single account or device?
It's better to have one user for a single account, but there can be multiple users for one device. For example, roommates can use one device but different accounts (with different in-app settings and billing info).
- Will the product be used at home, in the office or on the go? Should Om Sai Farm Fresh exist first as a mobile or web-based product?
Mobile version of the service is definitely needed. Busy workers used to use the mobile phone in daily life a lot. They can be in the workplace, in the meeting, on the go to/from office, be with clients, but a mobile phone is always at hand. It's much easier to interact with the mobile application if you have limited time. And also, in this case, the product can be used for all scenarios (home, office, on the go).
- Are there multiple users of a single account or device?
It's better to have one user for a single account, but there can be multiple users for one device. For example, roommates can use one device but different accounts (with different in-app settings and billing info).
INFORMATION ARCHITECTURE
Information Architecture was based on the existing brochure provided by Om Sai farm Fresh. They have divided their offering into 4 sections.
1. Cut/Uncut Vegetables 2. Sorted Leafy Vegetables 3. Vegetables 4. Salads.
2. The vegetable section has sprouts and the vegetables that are provided raw. eg. Potato, Onion
3. Cut/ Uncut vegetable section has all the vegetables that could be cut if required by the user.
4. Salad Section has vegetables that are commonly or mainly used for Salads eg. Radish, Cucumber.
5. The section ''Sorted Leafy Vegetable" has all the vegetables that are sorted and then delivered to the customer.
1. Cut/Uncut Vegetables 2. Sorted Leafy Vegetables 3. Vegetables 4. Salads.
2. The vegetable section has sprouts and the vegetables that are provided raw. eg. Potato, Onion
3. Cut/ Uncut vegetable section has all the vegetables that could be cut if required by the user.
4. Salad Section has vegetables that are commonly or mainly used for Salads eg. Radish, Cucumber.
5. The section ''Sorted Leafy Vegetable" has all the vegetables that are sorted and then delivered to the customer.
Notes :
1. The above Architecture is followed, with some changes to the mobile application.
2. The uncut vegetable section has been changed to raw vegetable section.
3. The app will provide an option for sorting and cutting the vegetables.
4. New section added are fruit, Juices, Dairy Products
1. The above Architecture is followed, with some changes to the mobile application.
2. The uncut vegetable section has been changed to raw vegetable section.
3. The app will provide an option for sorting and cutting the vegetables.
4. New section added are fruit, Juices, Dairy Products
PRODUCT UI REQUIREMENTS
User Tasks
Arrives at the home page, Finds items to buy.
Arrives at the home page, Finds items to buy.
Requirements
A homepage as a start point for browsing and navigation through content, finding items to buy. Store department pages for browsing within a particular section. Search results page to provide a suitable set of items for user's searches.
A homepage as a start point for browsing and navigation through content, finding items to buy. Store department pages for browsing within a particular section. Search results page to provide a suitable set of items for user's searches.
Pages to design
Homepage. Store Department page. Search results page.
Homepage. Store Department page. Search results page.
How the design could achieve these requirements
The homepage design will have clear top-level navigation with sub-categories, will contain user's shopping lists, browsable store departments with collections of products that the user might like to buy. The page will allow the user to get access directly to the shopping cart.Store department page is dedicated to the set of products for particular department divided into subcategories. The search page allows the user easily search the entire inventory of products.
Features, actions and content that each page will contain
High-level navigation and sub-categories, user's shopping lists, collections of products (potentially based on popularity, season, holidays, history of purchases, etc.). Search by store departments, products and product tags. When the user just started with entering of search query it suggests latest and popular searches. Search can be done by entering a product name, department, or by tag, results (groceries) are grouped by store departments.
The homepage design will have clear top-level navigation with sub-categories, will contain user's shopping lists, browsable store departments with collections of products that the user might like to buy. The page will allow the user to get access directly to the shopping cart.Store department page is dedicated to the set of products for particular department divided into subcategories. The search page allows the user easily search the entire inventory of products.
Features, actions and content that each page will contain
High-level navigation and sub-categories, user's shopping lists, collections of products (potentially based on popularity, season, holidays, history of purchases, etc.). Search by store departments, products and product tags. When the user just started with entering of search query it suggests latest and popular searches. Search can be done by entering a product name, department, or by tag, results (groceries) are grouped by store departments.
User Tasks
Checks out, Signs up.
Requirement
We need a checkout flow that requires a user to log in or sign up before completing fields for: shipping address, billing address, credit card information, delivery options, confirm and pay. If user has completed checkout process earlier (has placed an order once) then all those info should be saved and filled automatically for next checkout processes without the need to enter it again each time.
Delivery confirmation should appear when checkout process Check out and the order Check out.
Pages to design
Shopping cart page. Login / Sign up forms. Checkout page with three subsections: Payment info, Shipping address, Delivery options (date & time). Confirmation / Place order page.
How the design could achieve these requirements
For not logged in user we need a design for login/sign up process that appears/feels short. For first time users, the checkout process should appear smooth and consistent and ask the user to enter all needed info gradually, step by step, provide tooltips where it's needed. Delivery confirmation should appear to inform the user that his order has been received.
Checks out, Signs up.
Requirement
We need a checkout flow that requires a user to log in or sign up before completing fields for: shipping address, billing address, credit card information, delivery options, confirm and pay. If user has completed checkout process earlier (has placed an order once) then all those info should be saved and filled automatically for next checkout processes without the need to enter it again each time.
Delivery confirmation should appear when checkout process Check out and the order Check out.
Pages to design
Shopping cart page. Login / Sign up forms. Checkout page with three subsections: Payment info, Shipping address, Delivery options (date & time). Confirmation / Place order page.
How the design could achieve these requirements
For not logged in user we need a design for login/sign up process that appears/feels short. For first time users, the checkout process should appear smooth and consistent and ask the user to enter all needed info gradually, step by step, provide tooltips where it's needed. Delivery confirmation should appear to inform the user that his order has been received.
Features, actions and content that each page will contain
The shopping cart should contain a feature to edit/remove items from the cart, "Checkout" button to start checkout flow. The user should be able to Login / Sign up for an email or social account. Checkout page should contain subsection for each portion of information that should be entered: Payment info, Shipping address, Delivery options. All info should be filled automatically if the user did it in past sessions. Confirmation page informs the user that his order has been received. Appropriate error messages for incorrectly entered info.
The shopping cart should contain a feature to edit/remove items from the cart, "Checkout" button to start checkout flow. The user should be able to Login / Sign up for an email or social account. Checkout page should contain subsection for each portion of information that should be entered: Payment info, Shipping address, Delivery options. All info should be filled automatically if the user did it in past sessions. Confirmation page informs the user that his order has been received. Appropriate error messages for incorrectly entered info.