ULABOX
Case study Dec 2021
Adding a NEW feature to the existing Ulabox app, within the Ironhack school context. The feature is sharing the purchase process with one or more people.
01. RESEARCH
Desktop and research methods
The addition of the new feature includes the fact of researching the market in which it competes and its users so that the new feature will be incorporated into the app environment without causing alterations in the experience of Ulabox users.The functionality of sharing the buying process is a decision that, according to the brief, comes from the business team and we have to find the best way to incorporate the feature into the product environment
CONTEXT
The pandemic triggered the need for consumers to buy food through internet. And the trend is here to stay. In Spain, the turnover of hypermarkets, supermarkets and food stores through electronic commerce reached 544 million euros in the first quarter of 2021, according to the statistics published by the CNMC (national commission of markets and competition). It is double that in the same period of the previous year, in which the incidence of the pandemic only began to be felt in the second half of March.
MISION, VISION AND VALUES
“Make your life easier”
This is the emblem that guides from web design to operations, through the entire culture of the organization
“Service, service and service”
The philosophy is very clear and present in each of the processes and employees and for this reason it is a pride that Ulabox customer service is recognized as the key point of the brand experience
“More time for you”
This is truly the true Ulabox product. Allow you to enjoy more time and more quality, to dedicate it to what really matters to you
“Test, measure, learn, improve and start again”
Innovation is part of the company’s DNA and for this reason, the management of creativity, knowledge and innovation are fundamental parts of Ulabox
“And price, what?”
And all this taking advantage of the Internet channel, which allows Ulabox to offer prices as competitive as those of large stores
COMPETITORS
GETIR
Super-fast delivery. Groceries in 8–12 minutes. This is all made possible by their one-of-a-kind logistics and business model
LOLAMARKET
At the same price as in store and available in 11 cities. You will have direct contact with your Personal Shopper who will make your purchase. You can add any comment to your order, they will do your shopping and you can chat with you personal shopper while doing the shopping for you
AMAZON FRESH
Amazon Fresh is only available to Prime customers, so a user who wants to buy something on time and is not subscribed will not be able to access these fast shipments. In the case of purchases over 50 euros, shipping will be free for two-hour time frames
RESEARCH METHODS
Research goal — What do I want to learn?
I want to identify behaviors on how people who live in the same place (couples, roommates, etc.) do and plan the groceries purchase (online or in person), specially when their daily schedule does not match. The two methods used were:
INTERVIEWS
We considered interview method because it is the best way to extract qualitative data and get a detailed user journey. We interviewed 5 users and the target were couples between 28 and 40 years old that tend to go to the supermarket together. We asked some questions to know more about their routines
02. THE PROBLEM
User Persona and Problem statement
USER PERSONA
Based on prior research we defined a User Persona as a tool to better understand the problem.
Our user is a person who lives in a city, works remotely from home and lives with his partner, as the main user we have taken into consideration under the research part.
User needs and goals are data collected from the Research study and will help with brainstorming.
PROBLEM STATEMENT
Users between 30 and 39 years old who live as a couple and usually go shopping occasionally or frequently together, need an asynchronous way to plan the purchase together, since the system they use now generates forgetfulness.
03. USE CASES
Before prototyping we started working on use cases, a documentation highlighting the possible interactions between the users and the system. Use Cases give us a precise idea on how the users should be able to make use of the product or application for the completion of the task.
For all use cases we will consider the MVP (Minimun Viable Product) and we are assuming that both users (Juan and his couple) have Ulabox installed in their cellphones. Remember the feature we are adding is the ability to share the shopping with 1 person
USE CASE 1
The new feature will be incorporated under the home menu
USE CASE 2
The new feature will be incorporated after the user has selected the store
USE CASE 3
The new feature will be incorporated under the home page and the payment can be split between two users
04. PROTOTYPE
After testing the Use case 3 and MVP mindset, we present the final prototype
NEXT STEPS
We will test the feature and will identify pain points
Adding more than 1 person to the shared shopping list
Adding more than 1 delivery address
NEXT PROJECT
