No more lost shoppers: Reloading Carrefourās shopping experience
The Goal
Make grocery shopping more intuitive by bridging the gap between digital planning and in-store shopping to improve the customer experience.
The Problem
Grocery shopping can be a hassleāweāve all been there. Carrefour strives to make it effortless, but its app wasnāt there yet.
Project Overview
This is a conceptual project aimed at exploring solutions for improving Carrefourās digital shopping experience
My Role
Product Designer ā Conducted research, created wireframes, and developed UI refinements.
Responsibilities
Research, IA redesign, wireframing, prototyping, usability testing, and design system development.
Timeline
This project was developed iteratively over several months, balancing research, prototyping, and testing with other commitments.
Understanding The User
Grocery shopping isnāt just about going to the storeāitās a continuous task that starts long before checkout.
Personas
To design a more efficient shopping experience tailored to user needs, I definedĀ four key user profilesĀ based on behavioral patterns and shopping goals. These profiles helped me prioritize essential features and enhance app navigation.
The Organized Family
The JimƩnez Family Juan (42) and Paloma (39)
represent busy families who need an efficient way to manage grocery shopping while reducing mental load.Ā
User Journey
Every Sunday, Juan and Paloma plan their weekly shopping list, but during the week they often realize they forgot essential items, leading to additional unplanned trips to the store.
Pain points
- Feeling hurried while planning and shopping.
- Fear of forgetting essential items.
- Mental overload from managing grocery lists.
Motivations
- Feeling proud of being efficient and well-organized.
- Satisfaction in having a structured shopping plan.
- Excitement when securing good deals.
The Busy Professional
Alejandro SƔnchez (37)
A professional with a hectic schedule who values efficiency and convenience in his shopping habits.Ā
User Journey
Alejandro stops by the store on his way home from work, but due to his busy schedule, he frequently forgets key items, makes poor shopping decisions, and ends up making multiple trips
Pain points
- Feeling rushed due to a busy schedule.
- Frustration from frequently forgetting key items.
- Stress from inefficient store navigation.
Motivations
- Relief when shopping is fast and stress-free.
- Confidence in a smooth and quick purchase experience.
MarĆa LĆ³pez - The Bargain Hunter
MarĆa LĆ³pez (52)
A deal-savvy shopper who actively seeks discounts but struggles with organizing her purchases effectively.Ā
User Journey
MarĆa checks for new offers every week, but she finds it challenging to organize her shopping list while keeping track of all the deals. This leaves her frustrated, feeling like she is missing out on potential savings.
Pain points
- Overwhelmed by trying to track and manage multiple promotions effectively.
- Anxiety about missing a great deal.
Motivations
- Excitement and satisfaction when securing the best deals.
- Sense of achievement when maximizing savings.
The Cooking Enthusiast
David Torres (29)
Loves experimenting with recipes and discovering new ingredients, but availability issues often disrupt his cooking plans.
User Journey
David gets inspired by a new recipe but frequently encounters difficulties finding specific ingredients, sometimes having to change recipes due to availability issues.
Pain points
- Frustration when struggling to find specific ingredients.
- Uncertainty and disappointment when an item is unavailable.
Motivations
- Joy and creativity in discovering new flavors and cooking experiences.
- Sense of fulfillment when preparing a new dish.
Pain Points
1. Lack of Relevant InformationĀ
Users struggle to find essential information for informed purchases, such as price comparisons, product availability, or personalized recommendations.
2. Difficulty in Planning
Creating and managing shopping lists can be difficult and unintuitive, considering the diversity of shopping habits among Carrefourās broad customer base.
3. Lack of Engagement Beyond Offers
The appās confusing navigation leads users to lose interest beyond checking offers and promotions.
4. Lack of situational adaptation
While the app personalizes product recommendations and offers, it fails to adapt to different shopping contexts.Ā
User Journey
Carrefour's customer base is diverse, with varying shopping behaviors and needs. However, throughout the research phase, common steps emerged that helped in understanding how users plan and execute their grocery shopping. Identifying these shared behaviors allowed me to better define each user profile and address their specific pain points.
1.Ā Planning
2.Ā Reviewing
3. Shopping
4.Post-Purchase
Opportunities
As I worked on defining each user profile ā their context, needs, pain points and shopping habits. I identified specific opportunities to enhance their experience, addressing their unique needs and frustrations. To focus efforts effectively, these opportunities were prioritized, setting a clear path for future design decisions. The following tables detail these opportunities for each user profile:
JimƩnez Family - The Organized Family
P0Ā - Automatic suggestions based on past purchases.
P0Ā - Optimized list creation with templates.
P1Ā - Automatic product categorization.
P1Ā - Integration with family reminders.
P1Ā - Shared shopping lists with family members.
Alejandro SƔnchez - The Busy Professional
P0Ā -Ā Quick-list featureĀ with frequently purchased items.
P0Ā -Ā Voice assistant integrationĀ to add products anytime.
P0Ā -Ā Mobile queue reservationĀ for butcher, deli, and fishmonger
P1Ā -Ā Shopping list widgetĀ for quick access.
P2Ā -Ā Smart suggestionsĀ based on past quick purchases.
P2Ā -Ā Pickup & Go: Order pickup at the nearest store.
MarĆa LĆ³pez - The Bargain Hunter
P0Ā -Ā Automatic filtersĀ to display discounted products.
P0Ā -Ā Real-time alertsĀ for active promotions and deals.
P1Ā -Ā Price comparisonĀ and estimated savings display.
P1Ā -Ā Notification systemĀ for favorite category discounts.
P2Ā - Early reservation system for limited-time offers.
David Torres - The Cooking Enthusiast
P0Ā -Ā Advanced product searchĀ with alternative suggestions.
P0Ā -Ā In-store map to locate products easily.
P0Ā -Ā Advanced product searchĀ with alternative suggestions.
P0Ā -Ā In-store map to locate products easily.
Design Architecture
To ensure a seamless and intuitive experience, I analyzed the existing architecture and integrated new functionalities identified in previous research.Ā Card sorting sessions with usersĀ refined the structure, making navigation more intuitive and user-centered.
Below is aĀ visual representation of the final architecture, highlighting key sections and their relationships. While not every page is shown, this overview captures the main structure and logic.
Low Fidelity Prototype
I designed and testedĀ digital wireframesĀ to validate structure, navigation, and key flows before adding visual details. This step allowed me to refine usability early on, ensuring an intuitive experience based on real user needs.
Below, you canĀ explore the wireframesĀ used in this stage to better understand how the structure was designed and tested before moving to high fidelity.
Usability Study Findings
To validate the usability of the Carrefour app, I conducted moderated usability tests with five frequent Carrefour shoppers. The goal was to identify friction points in navigation and improve the shopping experience.
What needed improvement?
Confusing "Shopping Mode" SectionĀ
Users were confused about the functionality and purpose of this section, especially since it combined multiple shopping modes: online, in-store, and pickup.
Difficult List ManagementĀ
Unclear how to create or edit lists, leading to frustration.
Lack of Clear Promotions InformationĀ
Users wanted clearer information on the estimated savings for each promotion.
Cluttered Home ScreenĀ
With so much information on the home screen, users found it difficult to locate specific functionalities when needed.
Solutions & Impact
Navigation RevampĀ
The "Shopping Mode" section was restructured intoĀ "Online Shopping" vs. "In-Store Mode", with "Drive" (pickup) added as an option within the online shopping delivery methods, reducing confusion.
Smarter Shopping ListsĀ
IntroducedĀ clear visual cues, to ensure users understand that lists can be edited and personalized to fit their shopping habits.Ā
Better Promotions VisibilityĀ
Improved promotion visibility with clearer savings breakdowns.
Clean Home ScreenĀ
Prioritized essential actions to improveĀ findability and focusĀ by creating a better hierarchy and navigation flow.
High-Fidelity Prototype
The Hi-Fi prototype builds upon usability improvements from previous user tests, refiningĀ navigation and information clarity. While theĀ previous iterationĀ focused on structuring content and optimizing categorization, this version enhancesĀ visual hierarchyĀ to make key information more accessible and intuitive.
To achieve this, I first adjusted the tested wireframes, applying typography and colors to define visual weight. Then, I developed aĀ design systemĀ with buttons, styles, and variables to ensure consistency, balancing scalability while maintaining visual harmony across different screens. Finally, I refined the prototype, correcting design inconsistencies and enhancing usability.
*ļøā£Ā Note: Some visual elements, such as images and coupons, remain in Spanish due to limited access to original assets.
Next Steps
Remember: this project is still evolving! Hereās whatās coming next:
1. User Testing
2. Iteration
3. Handoff Preparation
Current Project Status
1. Empathize
2. Define & Ideate
3. Prototype & Test
4. Prototype Iteration
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