Ztore HK

Local start up company
UX Research on Website Grid Design


Ztore HK is a Hong Kong based e-commerce startup selling groceries and home essentials. The business goal is to "Deliver A Better Living". The company specifically selected an exclusive range of products which are with great quality and natural.As a UX designer, I have 4 weeks to improve their UX so that customers would stay longer to browse and encourage customers to come more frequently.

Insight from User Interview

We noted down the user quotes, feeling, experience and problems from the interviews and then grouped these notes in an affinity map. It could help to identify similarities why participants do / don’t shop groceries online and how the shopping experience via online / offline.

Generally, participants who do online groceries shopping because they are lack of time. They are not willing to spending their time on buying daily foods / ingredients. Participants want to find their target foods / ingredients and then check out asap in online shopping. Most of them will not like spending time on browsing or exploring new items in online grocery shop.  

Participants want to have personalise shopping experience, especially when they do repeat groceries regularly.
Participants do not shop groceries online because the concern of food quality, the freshness of food are not guaranteed from online purchase.

Persona Design

Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way.

Customer Journey

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.

Concepts and Hypothesis

Hypothesis 1 - Improvement of browsing Experience

If product display layout with bigger size, customer may have shorter scanning time. With shorter scanning time, it could shorter the order time. And if shorter order time, the perception of product / service to customer will be improved. And all of the above benefit would contribute to customers returning more often, the retention rate shall be improved.

Hypothesis 2 - NEW NAVIGATION

Different customers found their groceries in different way, if an online store could provide different way to help them to find the right groceries, the more chance they will use the service in the future.

Hypothesis  3 - IMPROVEMENT OF Repeat purchase EXPERIENCE

Based on the research finding, customers have regular and predictable groceries shopping routine. If repeat purchase from customers is more accessible, it will draw the returned customers.