Overview

GrocerEase is a growing grocery delivery startup targeting underserved user segments. After expanding into suburban and semi-urban communities in Nigeria, the team noticed a growing user base of elderly individuals (aged 60+) who were signing up but abandoning carts or never placing orders. The product team reached out to redesign the mobile app experience, making it more accessible and intuitive for older adults.

Research & Discovery

Kickoff Goal:
Understand the barriers elderly users face while using the GrocerEase mobile app and redesign the experience to better serve them, without alienating the younger demographic.

Methods Used:

• Contextual inquiry (we observed how older adults used the app in real settings, with caregivers or solo)

• Semi-structured user interviews (6 participants, aged 62–78)

• Customer support logs (analyzed ~200 help tickets tagged under "difficulty placing order")

• Heuristic evaluation of the current UI (Nielsen's principles)

Key Findings:

• Cognitive Load: Users found the interface “crowded,” with too many options on one screen. Menus and filters were labeled in tech jargon (“Apply Coupon,” “Multi-list Checkout”) that was unfamiliar.

• Touch Targets: Many users had difficulty with small buttons and close grouping of elements.

• Navigation Confusion: The tab bar was not intuitive. Some users couldn’t differentiate between “Home,” “Categories,” and “Explore.”

• Error Recovery: Accidental taps during checkout caused users to abandon the process entirely, as they didn’t know how to go back.

• Lack of Trust: Users hesitated to enter card details or addresses because they weren’t sure if their order went through or if the system was “safe.”

UX Approach

Problem Framing:
Our primary problem wasn’t just UI—it was confidence. Older users needed clarity, simplicity, and assurance at every step. We focused on minimizing steps, removing uncertainty, and giving constant visual feedback.

Personas Created:

• Mama Rose, 71, lives alone in Asaba. Relies on the app to buy essentials weekly.

• Baba Idris, 67, tech-curious but needs help with anything beyond WhatsApp.

Ideation & Wireframing

Design Goals:

1. Reduce cognitive friction by prioritizing essential actions

2. Increase legibility and touch accessibility

3. Build user trust through feedback and predictability

Key UX Changes:

• Simplified Navigation: Merged “Explore” and “Categories” into one home view. Reduced tabs to three: Home, Cart, Orders.

• Bigger Touch Targets: All tappable elements increased to a minimum of 48px, following WCAG 2.1 guidelines.

• One-Tap Reordering: Added “Your Weekly List” based on previous orders, allowing for repeat orders in one tap.

• Assisted Voice Search: Integrated voice input using Web Speech API, enabling users to say “Add milk and bread” instead of typing.

• Progressive Checkout: Broke the payment process into three clear steps with visual confirmation after each one.

• Trust Indicators: Added “Your payment is secured” badges, short animations after checkout, and an option to pay on delivery.

Tools Used:

• Wireframes and low-fidelity mockups in Figma

• Interactive prototypes tested with Maze

• Accessibility tested with Stark Plugin

Testing & Iteration

We conducted two rounds of usability testing with 6 elderly users in round one, and 5 in round two. Key observations and fixes:

• Issue: One user kept tapping “back” during checkout thinking it would undo a choice
  → Fix: Added inline edit buttons to every step, reducing the need for back navigation.

• Issue: Users hesitated at the payment screen, unsure if it was final
  → Fix: Included a step label: Step 3 of 3: Confirm & Pay.

Post-test metrics:

• Task success rate improved from 36% → 88%

• Time to complete order dropped by 42%

• Satisfaction score averaged 4.6/5 from previously frustrated users

Outcome

• Order completion rate among 60+ users improved by 40%

• Customer support tickets related to checkout dropped by 58%

• GrocerEase received positive reviews on senior-focused blogs and forums

• The client is now considering expanding this redesign into a “Senior Mode” toggle for all users