Research an existing digital product -- Identify areas for improvement -- Create your own product with a clear business model
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Research an existing digital product
Did you know?
First prototype of Instagram was a web app called Burbn, inspired by Systrom's love of fine whiskeys and bourbons.
Value Creation by Instagram Over the Years
Instagram's success stems from its user-centric focus, fostering trust through user-generated content, continuous product improvement, and strategic market expansion.
But, What if we could bring more user control and freedom to explore content on Instagram? Could that better inform the algorithm, producing relevant, more personalized content leading to useful and better engagement?
Stickiness
Instagram's success stems from its user-centric focus, fostering trust through user-generated content, continuous product improvement, and strategic market expansion.
Content Discovery
Algorithms curate content, aiding discovery and engagement.
Influencer Marketing
Enabled influencers to partner with brands for mutual benefit.
Visual Storytelling
Revolutionized communication by sharing stories through images.
Live Interaction
Real-time engagement through improved live video.
Advertising
Ad platform connects businesses with engaged audiences.
Accessibility
Enhanced inclusivity for users with disabilities.
E-Commerce
Integration of shopping features for seamless transactions.
Cross-Platform Integration
Unified messaging with Facebook Messenger.
Ecosystem Expansion
Strategic acquisitions broaden service offerings.
Mental Health
Features promote mindful usage and address concerns.
Social Connection
Instagram fosters connections through photo sharing.
Supporting Small Business
Tools aid entrepreneurs, benefiting local economies
Beyond the Algorithm: Design Approach
A collaborative approach was paramount, with top designers closely working with the lead designer to prioritize Aesthetics, Accessibility, Usability, and Brand Consistency throughout the entire user experience.
Data:
Instagram's success stems from its user-centric focus, fostering trust through user-generated
Instagram was valued at $100 billion in 2018, a 100x more than when Meta bought them for.
WHAT DID WE DO NEXT?
Through comprehensive research, we analyzed the strengths and weaknesses of an existing product, using its best features to inspire and craft a new app that serves a unique purpose while building on proven success.
OUR APP
EasyEats, an AI-powered shopping platform that tailors the experience to modern customers. It adapts to dietary preferences, past purchases, and real-time needs, offering personalized recommendations, real-time inventory updates, and seamless checkout for a convenient shopping journey.
Secondary Research
Understanding User Shopping Behaviors and Preferences
We uncovered that customers value exploring a wide range of products and easily adding items to their carts. They focus on comparing prices and quality to secure the best deals, followed by a quick and seamless checkout. Transparent order tracking and flexible delivery or pickup options are key to enhancing convenience and satisfaction.
Availability
Quick Delivery
Lower Price
Freshness
Lower Price
No Long-Lines
Indian Groceries
Convinence
Payment
Eco Packaging
AI
Variety
Coupons
Discounts
User Persona
Taking key factors identified from secondary research
Distinctive and Disruptive Features
Smarter, Simpler Shopping
Generate shopping lists based on diet, purchases, and inventory.
Multi-Store Prices
compare prices and products across different grocery stores.
Shared Shopping
create joint account with separate user logins and integrated payments.
Budget Tracker
Analyzing monthly expenses will help determine how much is spent.
Real-Time Stock Availability
inventory tracking system to let users know if products are in stock
Grocery Concierge
Caters to the needs of travelers looking to cook or shop for groceries on vacay.
Value Creation (Employee)
Competitive Composition
Competitive wages and bonuses for performance
Career Development
Employee training and career development opportunities
Inclusive Team Culture
Inclusive and collaborative team culture
Welness For All
Recognition programs for outstanding contributions.
Perks and Discounts
Employee discounts and perks for personal use.
Business Booster Bonanza
Small business support programs for growth acceleration
Value Creation (Farmers and Local Businesses)
Fair Harvest Pricing
Assurance of fair and competitive prices for your produce.
Market Access Amplified
Expanded market reach through our extensive customer base
Consistency Contracts
Stable agreements ensuring consistent demand for your produce
Local Spotlight
Increase visibility and exposure to the local customer base.
Digital Storefront
Online presence on our platform, expanding your reach
Seasonal Showcase
Featured spotlight for your seasonal produce to boost visibility.
Stickiness
Enhancing User Retention: Strategies for Increasing App Stickiness
Community Engagement
Cultivate a space for users to connect, interact, & share experiences.
Traveler's Program
Unlock exclusive offers and discounts tailored for frequent travelers.
Wellness Collaboration
Partner with impactful fitness influencers to promote products and offer discounts.
Green Transportation
Promoting environmentally friendly and sustainable delivery options.
Market Types
Analyze market size, growth potential, and competitive landscape.
Existing Market
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Instacart, Amazon Fresh, Walmart Grocery, Tom Thumb etc.
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Emphasis on home delivery convenience but with certain limitations.
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Have unique features or partnerships that differentiate them from competitors
New Market
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Those seeking an intelligent and sustainable grocery shopping experience.
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Emphasizes efficiency, cost savings, and eco-friendly choices.
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EasyEats have Unique Features like AI-driven lists, Real-time stock tracking, Multi-store price
Exponential
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Virtual Store Tours, Augmented Reality Shopping Assistants, Personalized Recommendations
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Localized Marketing, Personalization, Collaborations and Continuous Innovation.
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Strategic Marketing Focus: Positioning the app as a frontrunner
Adjacent Market
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Diversified Delivery Partnerships
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Green Transportation
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International student support
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Pet Supplies
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Restaurant Partnerships
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Food Donation Initiatives
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Collaborating with campus dining service
Competitors Analysis
Analyzing monthly expenses will help determine how much is spent each month on which particular food item.
Marketing Strategy
Analyzing monthly expenses will help determine how much is spent each month on which particular food item
Discount & Coupons
Consistent incentives drive sales and engagement
Digital Marketing
Amplify brand presence through online platforms.
Campaigns
Tailored campaigns deepen brand-consumer connection.
Collaboration
Partnerships amplify reach, tapping into new audiences.
Competitive Pricing
Attractive pricing captures value-conscious consumers.
Advertising Strategy
Comprehensive strategy reinforces brand position across channels.
Adopt SEO
Embrace SEO for higher online visibility.
Loyalty Program
Reward loyal patrons, fostering appreciation and commitment.
Strategic Promotion Plans
Meticulously planned promotions align with market trends
Target Markets
Target Markets consist of a broad range of consumers, from low-income to middle-class households.
On the other hand, compared to other groups, the following important demographics are more likely to utilize online grocery apps:
Families
looking for a wide range of products, such as groceries and necessities for the home.
Small business owners
looking for reasonably priced goods.
Value-conscious consumers
Place a high value on discounts and exceptional offers.
EasyEats: Reel to Real
Inspired by Instagram trends, we developed EasyEats, a grocery platform for college students. With smart design and research, it offers seamless delivery, personalized meal plans, and a vibrant community—redefining student convenience.
Change the text and add your own content, including any information that is relevant to share. Then customize the font, size and scale to make it your own.
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Final Screens
Features include live culinary workshops, impact points, community engagement, split payments, personalized grocery recommendations, and direct-from-farm options—streamlining the entire cooking and shopping experience in one platform.
Designed mockups with a clean, user-friendly interface, combining modern colors and accessibility features to make the app engaging and hard to put down!
Conclusion
This case study showcases my journey from analyzing an existing product, Instagram, to conceptualizing and designing an AI-powered shopping platform that bridges the gap between social engagement and e-commerce. By conducting extensive research on Instagram's features, user behaviors, and market trends, I identified opportunities to innovate and address the limitations of current shopping experiences.
Building on this foundation, I developed a business plan for a platform that leverages AI to provide personalized product recommendations, seamless shopping integration, and an engaging user experience. My focus was on creating a user-centered solution, balancing cutting-edge AI technology with intuitive design to meet the needs of modern shoppers.
Throughout the project, I utilized user personas, competitive analysis, and empathy mapping to understand target audience pain points and expectations. I then mapped user journeys and designed a streamlined interface that simplifies the shopping process while enhancing user engagement. The platform is designed to integrate social features with advanced AI, creating a unique shopping experience that is both convenient and personalized.
This project represents my ability to combine market research, business strategy, and user experience design to create an innovative digital product. It highlights my skills in identifying opportunities, crafting solutions, and executing a vision that aligns with both user needs and market potential.
Primary Research
Taking key factors identified from secondary research
Young, busy people need to find a simple way to plan how to balance their limited budget and time all in one spot because having to access many different online sources takes more time than they have available for choosing between which place to order from.
