Problem
What needed to be clarified
Grocery shopping is repetitive, but each order still changes. Users may have a familiar weekly basket while still adjusting products, quantities and occasional purchases.
The research material identifies friction around finding campaign products, saving or organising a cart and repeating a familiar purchase later.
Users and context
Who the product had to support
The prototype-test criteria in the source included awareness of Migros Online, experience with at least three virtual-market applications, weekly or twice-monthly ordering behaviour and active mobile use.
Test scenarios included creating a Saturday breakfast cart, shopping for weekly products and later reusing a standard basket while adding a less routine purchase.
Constraints
Limits kept visible
- Recurring behaviour with changing products and quantities.
- Campaign content competing with the shopping task.
- Search and product discovery within a large catalogue.
- Separate participant counts for each research method are not documented.
- No documented post-launch product or business results.
Process
How the work moved forward
Explore recurring grocery behaviour
The documented process included survey work, online role-playing, in-depth interviews and synthesis to understand how users prepare and repeat grocery orders.
Synthesize the shopping journey
Affinity mapping, personas, a customer journey and a service blueprint connected recurring behaviour with campaign discovery, search and basket organisation.
Prototype and test the direction
The prototype was tested with 14 participants using scenarios around breakfast shopping, weekly shopping and reusing a standard basket.
Evidence
Evidence and inputs
The source documents research methods, a competitive benchmark and a 14-participant prototype test.
It does not document separate participant counts for each research method, post-launch conversion, retention or time-saving results.
- The competitive review considered Migros, Yemeksepeti, Getir and A101 Kapida.
- The 14-participant prototype-test count is documented.
Design decisions
Choices that shaped the interface
Make recurring carts reusable and editable
Users can return to a prepared or previous basket and modify it rather than rebuilding a routine order from zero.
Bring campaign discovery into the shopping task
Campaign information and product suggestions are made easier to reach so offers can support, rather than interrupt, basket building.
Improve search for known-item shopping
Search is treated as a central part of reducing effort when users arrive with a familiar shopping list.
Keep routines flexible
The reusable-cart direction avoids a fixed subscription model and keeps the user in control of product changes.
Outcome
What the work produced
The project produced research documentation, journey artifacts, a tested prototype and high-fidelity UI directions for campaign discovery and reusable shopping carts.
The source supports a 14-participant prototype test but does not provide post-launch conversion, retention or time-saving results.
Learning and next steps
What the next pass should test
The strongest opportunity came from recognising recurring behaviour rather than adding a feature in isolation. A reusable cart only works if it remains editable and easy to discover.
- Compare rebuilding a basket with reusing one in a controlled task.
- Test naming, discoverability, substitutions and out-of-stock states.
- Confirm separate research sample counts before expanding method-level claims.