How it started ?
La Fourche is an online store offering organic food delivery in France via an e-commerce web site and an e-commerce mobile application lafourche.fr. As part of a two-week mission, I was assigned to work on a specific product challenge, located in the mobile application.
Context & challenge
The figures speak for themselves - data shows a better conversion and a higher average basket on the app VS the mobile web despite less traffic on the mobile app. So the business has the opportunity to drive up app sales. Thus the question:
How can we migrate mobile web users to the mobile app with the best user experience?
Empathize and define
When we started to dive into user research, we already had user personas documentation available. After a series of customer interviews where we questioned users about their journey, we were able to analyse feedback that we translated using discovery techniques like empathy mapping, value prop canvas & user journey mapping. We finally went through anopportunities tree that we priorioritized according to the user value, complexity and the business objective.
Solution tested - collaborative lists
The product discovery led us to test, iterate and prioritize a collaborative list feature, that responds to a user need to collaborate on common shopping lists. This feature offer a better experience to the user, while also creating increased acquisition of users on the app because it opens the possibility of inviting a participant to join a specific list. AOV of sharing lists is still a metric to follow to measure this impact on collaborative lists on AOV. After 3 design rounds of tests and learning with users, we arrived at the wireframe below.
Success metrics: AOV increase, user acquisition.
Key takeways
This practical case project allowed me to put into practice all the methods and concepts I learned during my Bootcamp, on a tight deadline. Starting from a business problem that we took through many solutions, to the design and testing 3 rounds of high fidelity prototype and all the way to pitching in front of experts in product management, this project taught me a lot!
