Bigbasket Redesign & heuristic evaluation — a UI/UX case study

Breakdown of my process from insights to approaching the design decisions I made when redesigning the Bigbasket retail shopping experience.

About

BigBasket allows you to grocery shop & discover new products and shop for all your food and grocery needs from the comfort of your home or office.

So this was a personal project that I wanted to add to my portfolio & I started familiarizing myself with the in’s & out’s of the app inside and out after one of the users recommended a competitor app over it. This scenario helped to dig deeper and further investigate the Scopes and loops of the product.

Purpose

The scope of the project was to focus on Heuristic evaluation of design issues rather than focusing on one particular user flow & redesign the UI of Bigbasket and introduce new pages to improve flexible user flows.

Not only did I give the app a fresh new look, but I also added a ton of new features, made improvements to notifications & gave high focus to new features

Process

Competitor analysis

I decided to do a bit of competitive analysis to understand design paradigms. The order of content on a page, navigational flow, various sections like contact information, footers, etc. I usually gather screenshots of apps and then analyze them one by one. So these are some selected screens that helped me in making decisions.

Primary research

Started my research by doing competitor analysis, heuristic evaluation of hypothetical pain points which I noticed.

And to verify my hypothesis, I started observing & interviewing 6 target users. with the help of open-ended questions, collecting pain points, opinions about past & future ideal products, later followed by card sorting helped me to brainstorm and ideate wireframes.

Later iterated by conducting perform & showing, user task comparison to make design decisions.

Secondary research

Based on Survey by IMRB international group states nearly
80% of grocery shopping decisions are taken by ‘men’.
Based on a survey by Technavia people between the age
of 25 -36 accounts for maximum purchase.
People make around 3 trips to the grocery store each month.
Staples, edible oil, beverages & mills & dairy contribute nearly 46% of the market.

Key insights from research*

Based on competitor analysis the interface, accessibility of product & layout fall behind competitors.
Accessibility is distracted by Content overload & ads.
Unstructured navigation.
No shopping based on a particular shop.
Great features like Gift, BBcook, BBlifestyle goes unnoticed.
User control & flexibility like save, delete & others can be improved.

Key factors to focus on

Understand different objectives & mental model
Improve readability issue
Make structure simpler for all groups of people
Ensure new features are integrated into current ones
Users can get content within 3–4 clicks

Wireframes & Iterations

Each screen had multiple iterations before deciding on the final design. This stage in the process also included experimenting with the font, color, and logo. A total of more than a hundred screens were designed including paper prototypes, low & high fidelity, and iterated before finalizing the 27 final design screens.

Final design

We’ll go through the design pain points & change them one by one

Availability

Categories, as kept below few web banners create scrolling information foraging.
Information about membership benefits goes unnoticed resulting in buyer's remorse.

2. Chunking and recognition

With increased options comes choice overload leading to analysis paralysis
and the home page has over 15+ different categories
Heavily text-oriented subcategories

3. Store and user control elements

Unavailability of a standard method to search products based on a particular store making it unconventional as that of real world
experience
Control of less information by showcasing only two products at a time,
less visibility of system status and an action button, less usage of user control and error prevention elements.
Unable to the unsave product at save action button and identify share button.

4. Gifts for u!

Knowledge about and accessibility of gift cards becomes
tough as kept inside hamburger bar.

Even though the location of the gift card is to some measure accessible mostly, all of the users expect it first in the offered segment.
Making membership ad visible even in the offer section to be repeatedly informed about the benefits of membership.

5. BB lifestyle what and where

Knowledge and accessibility of bblifestyle become tough as kept inside hamburger bar.
Search tab for bbcookbook in the middle of nowhere.
segregation of contents and filters goes unnotified.
Unnoticeable share button within the article and no methods to store article.
No proper methods to redirect the recommended products within the article

Much like bblifestyle no proper information categories.
Heavy text-oriented.
less emphasized action button.
No methods to share and store.

6. Recognition over recall

7. Anchoring

The contrast between background and text in membership too little doesn’t pass WACG guidelines.
Nonspecific location to access saved items.
Absence of feature to save contents from bbcookbook
and bblifestyle.

8. Recall

a quick way to access notifications.
forgetting Items with notifying has been turned on.
cancel notified items

9. Other user control

Accessing of rate, review prev orders. cancel saved items.
Accessing of saved content from bbcookbook, bblifestyle.

10. Finally

A quick way to access all saved items and previous orders.
Lack of information about membership benefits
during check-out.

Conclusion

As this was one of my earliest projects which helped me a lot to learn as I was starting out I have to acknowledge that I did a ton of mistakes as I was not clear of the process and iterations would go on in a loop.

I started out analyzing a lot of features in the app, rather than focusing on a particular user task(user flow) & user problem.

Thanks for giving your time.