Objective

Identify the pain points of the Instacart iOS app and recommend solutions.

Research Process

Location

Yerba Buena Gardens, San Francisco

Users

I tested with 7 first time users and 3 existing users who fell into the demographic of below:

Working professionals aged 22–45, spend averagely 2–3 hours per days on their phones, and are frequent grocery shoppers (≥1/week).

Me testing with a user at Yerba Buena Gardens.

Test Scenarios

1. “Imagine you are at work and have realized that you need to do laundry tonight, but you’re out of laundry detergent at home. Due to time constraint, you can’t make it to the grocery store and have decided to give Instacart a go.”

2. “You’re not feeling well at home and out of hand soap. You think of Instacart again. Since you’re not in a rush this time, you’d like to find the best deal before making the purchase.”

Analysis

After reviewing both the recordings and the notes, I wrote down each pain point then grouped them into different themes: