Good Market


Online Grocery App Designed For Busy Professionals

My role: Market Share Research, UX Research, Design Audit, Information Architecture, Interaction Design


    Our client - GOOD MARKET is a grocery franchise based in the United States. Although their customer satisfaction ratings have remained relatively constant over the last 4 years, their market shares have been decreasing by 8% each year. If they continue at this rate for another year or two, they’ll be forced to shut their doors.

    Through market and user research they’ve determined that this decline is most likely due to the increase in online grocery ordering & delivery products, like Fresh Direct and Good Eggs. Many customers prefer these products to shopping in-store because they’re faster, easier and more convenient - customers can shop from their desks, homes or in line at the coffee shop. Good Market believes that if they allow their customers to shop and buy their products online they can expand their customer base and market share.


    They plan to design and release a pilot program in New York and San Francisco, iterate based on what they learn and then expand the product to other cities around the country.

PERSONA --- The busy professional

     In order to figure out which customers to target with their product, Good Market performed market & user research. After observing customers in their stores, and interviewing competing product’s customers, Good Market has determined that busy young professionals make up a large portion of their product’s target market. They’ve created a persona called ‘the busy professional’ to describe the qualities of the type of user they are focusing on.

● Age 25-40  

● Lives alone

● Has limited time

● Has disposable income

● Is tech-savvy and prefers Apple products

● Works long hours (9am - 7pm)

● Goes out a lot after work



  Targeting the 'The Busy Professional', here is a typical e-grocery experience of Jenny

     While at work on Tuesday, Jenny realizes that she’s getting run out of almond milk and a few other groceries and needs to go shopping soon. She has a full day ahead, a date after work and no time or patience for grocery shopping and standing in the long lines at the busy supermarkets, plus there is nothing anywhere near her apartment. She has heard about GoodMarket through a co-worker and decides to try out shopping online to save time. So on her lunch hour, in between emails, she hops onto the GoodMarket website to order groceries.

     Jenny browses various food categories to see what’s available. She adds some apples, kale, eggs, and almond milk to her shopping cart. Once she’s added everything she wants to buy, she checks out. Before she can complete her purchase, she needs to sign up for an account. Jenny does not have an account so she quickly makes one and then continues. She enters her credit card information, shipping address, and schedules a delivery for a one-hour window the following morning. She reviews her purchase, places the order and receives a confirmation with her delivery time and receipt.