Q: Is Instacart your preferred one?
Q: What do you like about it?
A: I like that I can see what the shoppers are doing. So while they’re shopping, they can say, ‘oh, we had to substitute this for this’ and they– they’ll do it in live time.
Q: Anything else?
A: That’s pretty much it. I like that part. Because if they do that, then I can tell them right away, like, “oh no, I don’t like that substitution” or I can be like, “ok yeah, that’s fine.”
Q: Ok, what don’t you like about it?
A: I don’t like how some shoppers substitute weird things, and then– for the items that I want. Or sometimes the orders get mixed up, or they forget something, or the prices are different than what I was quoted on the internet.
Using what I learned in user interviews as a foundation, I developed a persona. Meet Josephine, a busy, on-the-go professional who needs hassle-free ways to save time and money. Everything about her is based on the users I talked to.
I found the persona creation process immensely helpful for empathizing with users (though to be honest, I could have done without the little bar graphs; they take up space without really saying anything).
Creating empathy maps really helped me understand my users on a deeper level. I also took this time to build an empathy map for a secondary persona: someone with expendable income who is already invested in online grocery shopping.
The difference in thoughts and emotions between the two was striking, and I realized that whatever solution I was going to come up with would need to meet the needs of both (as well as the business, of course).
Some storyboards start with a scenario where a pain point enters and whatever solution/service/product we’re pushing comes in and takes that pain away, and Joe User is happy. This storyboard does not do that, because I did the assignment wrong (oops).
It does, however, illustrate a typical grocery shopping situation in a user’s life that could go much better for her if only she used Instashop. So while the storyboard doesn’t explicitly spell it out in the story, it does show opportunities where Instashop can meet users’ needs.