Overview: Precycle, a local grocery store, exists to empower customers to reduce their environmental impact by reducing food and packaging waste. We believe that every customer has the right to be given the choice of reusable instead of disposable. 


Objective: To rebrand the website with a focus on the customer
My role: UX researcher and Designer
Timeline: 4 weeks
Tools: Figma

 

Goal: To understand current work communications through research

Process: User interviews, competitive and comparative analysis, delta pluses, card sorting, personas & userflows


By interviewing multiple local residents, I collected information on grocery store expectations, desires, and frustrations. I followed up a few interviews with website tasks to see how users navigated the current Precycle website and their thoughts on its design, usability, and brand. 

Tasks:

  • Can you share with me your general thoughts on this website and what you think it is for?

  • Could you show me how you would purchase a lemon?

  • Show me another way you would search for food you currently need.

  • Can you show me what else they sell besides food?

  • Can you show me how you would log in to this site?

  • Can you share with me your general thoughts after performing those tasks?


Based on the above research, I created my main persona. Inés, comprised of seven interviewees, has helped me define goals for Precycle’s new website. 

  • Easier and correct search

  • A more welcoming website with an incentive for the community to shop and shop at Precycle again.

  • A better understanding of how they are helping the environment.

Problem Statement:

 Inez needs a local grocery store that considers the environment and allows its customers to contribute to making a difference. She doesn’t believe the city recycles what each household puts out and would love to help contribute to a solution. She is invested in her neighborhood and likes stores with a clear message to assist community problems. 

How might we relay the message that Precycle is making a difference regarding recycling and plastic waste?
How might we create a site that appeals to the Brooklyn community?
How might we create incentives for customers to keep coming back?

Hypothesis/ Solution

An updated Precycle website focuses on the food and goods the store is selling with easy navigation for customers inspired by in-person shopping. In addition, the site includes visual inspiration for customers to return and more reasons for locals to stop by or shop online easily. 

 I also created a comparative and competitive analysis. 







Define

Goal: To define the user’s needs, goals, motivations and frustrations based on research findings




Process: Persona | HMW Questions | Problem Statement & Solution




Ideate 

Goal: To develop concepts for potential solutions based on research insights

Process: Group Brainstorming | User Flows




Design

Goal: To design and integrate the UI of a communications app for MTA employees




Process: Sketches | Branding l Low-fidelity Wireframes




Prototype

Goal: To develop a model for MTA’s new app that could be evaluated and improved




Process: High-Fidelity Wireframes | Usability Testing




Ideate

Goal: To assess how well the prototype meets users’ needs and goals




Process:  Revised Prototype