Kirana
Kirana is a B2C digital service that will allow users to purchase groceries from their regular grocery stores, allowing local businesses to grow.
UX/UI
User Research
Digital Prototyping
IOS Design
My Role
UI/UX Designer
Visual Designer
What I did
Tools Used
Duration
7 weeks
User research
Framework
Digital Prototype
IOS App Design
Figma
After Effects
OVERVIEW
86 % of Indians prefer shopping from the local Kirana ( convenience ) store
The Challenge
"How might we create a seamless and reliable platform that connects local shoppers with their trusted neighbourhood grocery stores while supporting the growth of small businesses?"
The Solution
Kirana is an online platform that not only drives the growth of local grocery businesses but also enriches the lives of users. We enable local store owners to embrace digital commerce, expand their reach, and flourish, while users enjoy the convenience of shopping from their trusted neighbourhood stores, strengthening the community and enhancing their daily lives
CONCEPT
#VocalforLocal
"Vocalforlocal is an Indian campaign aimed at promoting and supporting small, local businesses during a time of crisis caused by the COVID-19 pandemic. The pandemic has caused a shift in consumer behaviour towards online grocery services, such as BigBasket, which have become increasingly popular as a convenient solution for shoppers. However, this shift has led to a decline in business for local Kirana (grocery) shops, which are a vital part of India's economy and communities. The product aims to raise awareness and encourage consumers to shop locally, by showcasing the benefits of supporting small businesses and highlighting the unique products and services offered by local stores. Additionally, it may provide resources and support for local businesses to adapt to changing market conditions and promote their products online. The Product also seeks to promote a buy Indian products culture, encouraging citizens to look out for Indian-made products, be it groceries, textiles or other items. "
OUTCOME
In this digital service, users will be able to access a list of local stores that have been endorsed by other users or by the platform itself. They will be able to browse products, create shopping lists, and place orders for pickup or delivery. Payment can be made through the platform, and users will have the option to save their preferred stores, products, and payment methods for faster checkout in the future. The overall user experience will be designed to be user-friendly, efficient, and tailored to the needs of both shoppers and local businesses.
Research
Persona
Design Process
Journey Map
User Flow
Wireframing
Visual Design
RESEARCH
Research Matrix
In India, many people have traditionally preferred to shop at local stores in their neighbourhood, as they have developed a strong relationship with these vendors based on mutual understanding and trust. However, due to the worldwide lockdown caused by the COVID-19 pandemic, these individuals were unable to access their usual local stores and had to rely on larger e-grocery stores for their shopping needs.
This shift to online shopping caused several challenges for these individuals, such as concerns over the quality of products and difficulties with deliveries. Additionally, many small businesses were impacted by the lockdown, as stores were closed and people were hesitant to leave their homes and visit crowded places. This further exacerbated the difficulties faced by local vendors, who were unable to provide the convenience of doorstep deliveries to their customers. As a result, many people were forced to rely on larger e-grocery stores, despite their preference for local vendors.
Primary Research
User Interviews
I conducted a total of 20 interviews: 10 with Local store owners and 10 with People buying from these stores
Key Insights from the Interview
“Customers prefer the quality of the products from a local store but due to the pandemic they fear stepping out”
People buy from local stores
People aged 20–40 who are aware of e-groceries prefer that to avoid any risk during a pandemic
People aged 40+ are very less aware of e-groceries
Quotes from the interviews
Regular Shoppers
“Whenever I order online, I avoid buying fruits and veggies because they are usually not fresh when delivered”
Local Store Owners
“Customers are increasingly turning to online grocery shopping, and it’s affecting our business especially due to covid”
“Covid has compelled me to buy online reducing the risk factor of going out. But I still prefer buying instore because of the experience”
“I worry about the future of my family’s convenience store. It’s hard to see how we can keep up with the changing times”
“I get Better quality products in the local grocery store near me than the ones I buy from online shops such as BigBasket ”
“We’ve been a part of this community for generations, and it’s disheartening to see our business struggling due to covid ”
Thus, I saw an opportunity to narrow down and define our user group, to craft a better experience through my design
01
“Indian residents seeking the convenience of shopping from their trusted neighborhood Kirana stores”
02
“Local store owners in India seeking opportunities to expand and sustain their businesses”
User Painpoints
01
Difficulty in adapting to new technology and online platforms: The process of adapting to new technology and online platforms can be challenging.
02
Limited payment options: Customers may be limited in the payment options that are available to them, which can make it difficult for them to make purchases.
03
Difficulty in managing orders: May have problems tracking orders and managing inventories in real-time, resulting in stockouts or overstocking and inaccurate delivery predictions.
04
Difficulty in providing consistent customer service: Local shop owners may have trouble maintaining a consistent level of customer service, which can lead to dissatisfaction among customers.
USER PERSONA
After gathering key insights from our user interviews and surveys, I spent a few hours compiling the data to make it live in the form of user personas.
JOURNEY MAP
Decide the Journey
After conducting user interviews and creating personas based on their feedback, I developed a visual representation of the user journey through all the touch points of our application, identifying areas where the user experience could be improved.
USER FLOW
User's path through the app
Then I translated the key feature requirements into a basic flow that would represent our application's user journey. It was beneficial to me because I studied how a user would navigate and what possible decisions he could make.
For Customers
For Local shopkeepers
WIREFRAMING
Decide the Journey
I utilized the flow as a foundation and used it to create a series of low-fidelity wireframes, which served as a starting point for visualizing potential design solutions for each screen. This approach allowed me to quickly generate ideas and explore different options for improving the user experience
VISUAL DESIGN
Build it
I went on to the next phase by using Figma's design tools to bring the wireframes to life with high-fidelity visual designs using the mid-fidelity wireframes as a foundation. This involved picking the right fonts, colours, and other design components to improve the application's overall look and feel and user experience. This enabled me to give the program a polished, expert appearance that is both aesthetically pleasing and user-friendly.
DM Sans is a low-contrast geometric sans serif design. It was designed by Colophon Foundry (UK), which started with the Latin portion of ITF Poppins by Jonny Pinhorn.
ICONOGRAPHY
In addition to the high-fidelity visual designs, I also incorporated appropriate iconography using Figma to enhance the overall usability and navigation of the application. The icons are visually appealing and intuitive, making it easy for the users to understand and navigate through the application.
USABILITY TESTING
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"User wanted to have an option where the order could be placed online and they could go and personally pickup their groceries."
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“User wanted to save their favourite store even if it was not close to their location..”
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“Local Grocery store owner wanted to have more language accessibility”
