Online Grocery - Adam Jarvis

RESUME

ADAM JARVIS

ABOUT

ADAM JARVIS

PUBLISHED

DECEMBER 2023

UX RESEARCH

ECOMMERCE

ETHNOGRAPHIC OBSERVATIONS OF ONLINE GROCERY CONSUMER PROCESSES

UNCOVERING THE DECEIVINGLY MULTIFACTED USER PROCESSES OF ONLINE GROCERY.

THE PROBLEM

In a group of 7, we were tasked with conducting a multi-sited ethnographic study on the situated, symbolic interactionism behind a topic of our own choosing.

In over a total of 9 households, we thematically analysed the consumer processes behind online grocery shopping, uncovering the underlying sociological & technological inner-workings behind this natural consumer process.

TIMELINE

2 WEEKS · Q4 2023

RESEARCHED BY

ADAM JARVIS
RADHIKA JOGLEKAR
SATYANSHU SINGH
XINGLONG SONG
MAHIKA KAPOOR
CHENGYI LIU
KAI LI

SET BY

MSC HCI

FORM

RESEARCH DOCUMENT

DURING OBSERVATIONS, WE RECORDED REAL-TIME FIELDNOTES, BUT RESORTED TO AUDIOVISUAL RECORDINGS.

With fieldwork taking place between one to three days per researcher, we recruited 11x participants across 9x households.

We translated our audiovisual data into interaction logs, which were then divided into turn jobs for ease of analysis.

We ran a 3-staged thematic analysis on each of the turn jobs from the 7x interaction logs. We grouped findings by interpretive processes, symbolic interactionisms, consumer methods, and relations before arriving at our definitive findings specification.

With fieldwork taking place between one to three days per researcher, we recruited 11x participants across 9x households.

We translated our audiovisual data into interaction logs, which were then divided into turn jobs for ease of analysis.

With fieldwork taking place between one to three days per researcher, we recruited 11x participants across 9x households.

We translated our audiovisual data into interaction logs, which were then divided into turn jobs for ease of analysis.

With fieldwork taking place between one to three days per researcher, we recruited 11x participants across 9x households.

We translated our audiovisual data into interaction logs, which were then divided into turn jobs for ease of analysis.

KEY FINDINGS

Interpretive Processes

Purchases were shaped by cultural preferences, household practicality, and emotional state. UX annoyances led to more frivolous spending. Household dynamics, like shared storage, influenced affordability, quality, and personal habits.

Situated Actions

Many participants maintained lists based on their environment, such dual list systems or pre-shop inventory checks. Device also dictated shopping behaviors, with participants switching between phone and laptop based on convenience, or struggling with the limitations of her laptop-based setup.

Consumer Methods

International students adapted by using translation tools in shopping lists. Many favoured Apple Pay for its convenience and security, while others used alternate bank accounts to manage spending. Temporal patterns emerged as participants planned shopping around schedule, showcasing how time shaped their methods.

THE RESEARCH REPORT UNVEILED WAYS TO INCREASE SALE CONVERSIONS IN ECOMMERCE, WHILE ADDRESSING THE SOCIOCULTURAL DIVERSITY IN USER NEEDS.

Finding 1

Retailers should address cultural, practical, and emotional needs by personalising suggestions and emphasising affordability, quality, and familiarity. UX must minimise frustrations to prevent impulsive spending.

Finding 2

Platforms should integrate synchronised lists and inventory trackers to support real-time convenience. Delivery processes and device-specific UX must adapt to diverse user contexts and environmental constraints.

Finding 3

Translation tools, flexible delivery options, and personalized tagging systems can enhance inclusivity and ease. Machine learning tools can optimize planning for users managing budgets or time-based routines.

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