Grocery Delivery for Seniors

Do you know any seniors who could benefit from grocery delivery services but lacks interest in trying it out? This prototype looks at reimagining the experience of purchasing groceries online. Research influenced the design via primary feedback from the target customer base and through market research.

My role: Team Manager and UX Designer

The Challenge

How might we enable and encourage seniors 65 and older to shop for groceries online?

Research Findings: Most Seniors Don't Want to Buy Groceries Online

​Our team interviewed 18 individuals who were at least 65 years old. Most interviewed said they shop online frequently but had many reasons why they avoided buying groceries online.
I'm just so comfortable going to the the grocery store myself and picking out what I want"
I'm retired and I have time"
If I were to get to a point where it was inconvenient to shop in person, I would do it"
Secondary research showed similar outcomes and gave additional insights into our target market's barriers and motivations.
Source: FoodInsight.org, 2018
Source: Pew Research Center, 2012
Source: FoodInsight.org, 2018
Our team learned that in order to convince more seniors to try online grocery delivery services, we needed to convince them that it was an experience that was just as good or better than shopping in a physical store.

Product Development

Value Statement: This application will bring the sensory and social aspects of grocery shopping into the digital space without compromising quality of product.
Clickable Prototype
  • Large, rich photos emphasizing quality of product to entice the customer
  • Produce and other perishables can be selected according to personal preferences: ripeness, cuts of meat, etc.
  • A community recipe section allows shoppers to share recipes and add recipe ingredients to their cart
  • Chat with the butcher, cheesemonger, and other food experts to choose the best products for your meals
  • Although this prototype is designed to be responsive, research suggested that customers in the seniors market prefer using desktop when shopping online because they can see the product in larger detail
Service Blueprint
This document outlines the customer journey and illustrates how both visible and invisible service components create the overall experience

Testing the Product

Prototype in Use
Lightweight Journey Map
After experiencing the prototype, the customer filled out this journey map by noting the actions they remembered taking and their impressions. 
Customer Feedback
©2022 Maeve Rogers Edstrom