Problem:

Duration: 3 weeks

Discover

Discover

What is A Cut Above Butcher Shop?

• Allow customers to order pick-up through the website

• Increase store sales with an additional purchasing path

• Establish trust in the online shop as a local small business.

My Process

Shopping preferences:

• Many users prefer to shop in person and enjoy the experience

• Shopping in person allows for inspiration and the ability to ask questions

• Users are reassured when they can ask questions directly to the butcher

Butcher Shop vs Local Grocery Store:

• Convenience and the ability to choose quantity are factors in choosing between a butcher shop and a local grocery store

• Users would consider buying online if the product had detailed information

• Some users prefer to support local small businesses than big chain grocery stores

Assistance and Information:

• Users appreciate assistance and advice when purchasing quality meat

• Some users would like to know why certain cuts are better than others and have cooking instructions

I conducted 5 interviews via Zoom to find out how online meat shoppers buy their meat, why they prefer shopping online, as well as their pain points and joyous moments shopping for meat online. Through these interviews, I hope to create a solution to the website that is both empathetic to what our users want and accessible for everyone who is trying to use the website to order pick-up. These interviews laid the foundation for my affinity mapping resulting in “I” statements.

Insights:

Source of meat:

• People prefer to buy meat from the US

• Users tend to buy from reputable farms

Freshness and Quality:

• Users prefer not to buy frozen meat

• Users will spend extra for good quality meat

• Checking quality before buying is important

Price and Budget:

• Some users prioritize price over quality and look for deals

• Other users stick to a budget but still prefer good-quality meat

• Those with larger families price is a main factor

Competitors include:

• Gwen

• McCall’s Meat & Fish Co.

• Black Belly

• Snake River Farms

I identified a few major challenges after personally using and observing the above websites. After this analysis, I also read through many Google reviews to realize the most common problems:

• No customization of Orders

• Cluttered UI

• Limited online options compared to what was available in-store

• Not enough information regarding sourcing

Define

User Persona

Prospective User Journey Map

Task Flow

Ideate

Wireframes

Design

Final Screens

Recollect

Challenges:

• Since this was only my second project as a UX/UI designer, handling such a detailed project was a challenge in itself, a challenge I believe I handled well, and I aim to do even better in my next project

• I was given 3 weeks to complete this project, getting everything done in time was quite thrilling

• There were times when I lost my motivation and I felt like I had taken up a challenge I could not handle, but taking breaks to breathe and recollect my thoughts always helped

What I learned:

• To give my best as a designer when I design an experience, it’s essential to thoroughly understand the idea that I’m working on

• When the research is done well, you generate valid ideas better and faster

• Feedback is important, but if you really believe your ideas, don’t give up on them

• Trying to accomplish too much creates chaos, constraints are important

• Wearing yourself out is not a good idea, you might end up making some bad choices, taking a break and starting again with a fresh mind is always the better thing to do