BACKGROUND.
This ethnographic study detailed the habits of online grocery shoppers, using a variety of grocery apps including Deliveroo, Uber Eats, Tesco Whoosh, etc. in order to extract valid and useful information on how these services can adapt and remain competitive and viable in a post pandemic world.
I played the role of team lead and chief editor for this project, wherein I coordinated with our supervisors for regular reviews, coordinated participants and their availability, as well as the subsequent timely submission of our results. In addition to these responsibilities, I also wrote both the Introduction, Literature Review, and a third of the Findings sections of the paper. As editor, it was also my job to take all the disparate sections written by different hands, and synthesize them into a single work, with a single voice, as well as correcting for grammar, prose, and spelling errors, as it was a multinational team where English was not every team member’s first language.
Timeline: 3 Weeks
RESEARCH.
The recruitment methods for this Ethnographic study involved a mix of convenience sampling and targeted approaches, with a total of 10 participants. The observational strategies employed in these ethnographic studies were dynamic and tailored to the unique contexts of each participant's daily life. The approach encompassed multi-sited ethnography, integrating methodologies like "Follow the People", "Follow the Thing", and "Follow the Story". This necessitated a comprehensive examination of participants' activities not only in their kitchens or living spaces but also on online shopping platforms, capturing a holistic view of their behaviors. By intertwining the narrative of the participants' lives with their online grocery shopping experiences, these strategies aimed to unveil the intricate connections between individuals and the technology-mediated practices they engage in. This nuanced approach allowed researchers to delve deeper into the cultural, social, and personal dimensions that shape participants' interactions with online grocery shopping platforms. The duration of fieldwork in these ethnographic studies varied, ranging from a minimum of 3 days to a maximum of 7 days for each participant. Observations were meticulously conducted, spanning 2 to 20 hours per participant, allowing researchers to capture a comprehensive understanding of their online grocery shopping practices. The diverse range of data types collected, including audio recordings, videos, photographs, and field notes, reflected the researchers' commitment to capturing the richness of the participants' experiences.
RESULTS.
The findings have been categorized into discrete sections corresponding to the distinct processes of planning, shopping, checkout and delivery, and post-shopping experience. These sections were then further stratified into their respective interpretative processes, situated actions, and methods of coordination.
Throughout our research, we were able to synthesize our results into a series of practical design implications:
User Friendly Interfaces
Implications:
Designers should prioritize user-friendly interfaces that enhance clarity. For example, interfaces can feature well-organized item categories and a dedicated section for discounts, promoting quick and efficient item searches.
Rationale:
Participants expressed frustration when faced with challenges in navigating platforms or unclear pricing information. Clear, intuitive interfaces contribute to a positive user experience.
Multilingual Support
Implications:
Incorporating robust multilingual support features in online grocery shopping platforms can alleviate language barriers for cross-cultural consumers.
Rationale:
Language differences emerged as a notable challenge during keyword searches, product details evaluation, and decision-making. Multilingual support can enhance accessibility and inclusivity.
Social Integration and Recommendations
Implications:
Integrating social features within online grocery platforms, such as product reviews, recommendations, and social media connectivity, can enhance user confidence and decision-making.
Rationale:
Social networks significantly influence participants' choices, and technology design should leverage social integration to provide trustworthy information and foster a sense of community.
Decision Support Toolkits
Implication:
Providing product comparison functions can help shoppers make informed choices and improve the shopping experience.
Rationale:
Decision-making is often a complex task. Comparative analysis serves as a valuable tool for making well-informed decisions, as it enables a clearer understanding of available choices and their respective merits.
Transparent Shipping Policies
Implications:
Ensuring transparency in shipping policies and costs during the checkout process is crucial to prevent user frustration and build trust.
Rationale:
Participants emphasized the importance of clear shipping information, and technology design should prioritize transparent communication to avoid hidden fees and enhance overall user satisfaction.
Improving User Experience through Feedback
Implication:
Acknowledging and addressing user feedback is crucial for enhancing overall satisfaction in online shopping.
Rationale:
Online shoppers encounter various challenges, including last-minute cancellations, product unavailability, delivery delays, and concerns about freshness. Satisfaction levels with online grocery shopping are a significant concern. Objectively assessing service quality is challenging, emphasizing the need to understand users' perspectives to make meaningful improvements.