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Gomu - Gamified Grocery App
PERSONAL PROJECT
PRODUCT DESIGN
UI/UX DESIGN
UX RESEARCH
May 2023- August 2023 I Bangalore, India
PROJECT OVERVIEW
PROJECT CONTEXT
PROBLEM STATEMENT
PROJECT ROLE
Gomu is an app that gamifies online grocery shopping by combining virtual farming, immersive shopping, and real-world grocery delivery for a fun and engaging experience.
Post-COVID routines have become monotonous, especially with the return to on-site work. Online grocery shopping, the most commonly used apps and frequent tasks, presents an opportunity to turn mundane activities into joyful, immersive experiences.
Online grocery shopping is repetitive and dull. Gomu addresses this by merging virtual farming with real-world shopping, making the experience fun, rewarding, and engaging.
UI/UX Designer, UX Researcher, Branding design , Visual Designer
About 98%
working-class individuals in metropolitan Bangalore, India use grocery apps regularly, according to a quick survey, highlighting the widespread reliance on these platforms in daily life.
FINAL SOLUTION
GOMU
The app uses the pleasure of casual mobile gaming in the form of virtual farming to transform grocery shopping into a dynamic and fun experience.
AND
Virtual farming Growing produce
Harvest & Sell for virtual tokens
Buy discounts coupons with tokens
Online grocery shop- use coupon for discounts
Have your groceries delivered to your doorstep - In Real Life!
Play on your phone
get your groceries delivered to you
MAIN SCREEN BREAKDOWN
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Energy tracker
Internal farm menu to access storage, animal care & friends
User Profile ++
Your virtual farm
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Grocery Store
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Your Cart
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Your Grocery Lists
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Token Tracker
VR Mode switch
FINAL APP DESIGN - FEATURE FLOW
The app synergizes creativity through casual mobile gaming in the form of virtual farming to transform grocery shopping into a dynamic experience.
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FEATURE 1
User can grow crops, harvest & sell for tokens
Users can customize their avatar and grow their own crops, nurture animals and just relax growing their virtual farm.
FEATURE 1
User can customize their avatar
Build a sense of community and belongingness by creating an avatar and befriending other avatars
Assets were made and animated on
FEATURE 2
User can shop groceries from the online store and have it delivered in person (IRL)
This is a quick commerce feature by Gomu, offering fast delivery of groceries and essential items to users.
FEATURE 3
User can use their virtual tokens to buy discounts!
Users are permitted to use 2 coupons a day and they can unlock new coupons the more they play the game.
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FEATURE 4
Generate grocery lists instantly or create them from recipes using AI.
Effortlessly create grocery lists by manually adding items, searching for recipes, or importing ingredients via a recipe URL. AI-generated lists can be added directly to your cart. All lists are shareable, with customizable edit access.
Widget feature to easily add items to pinned list
RESEARCH APPROACH - SUMMARISED
Research and Analysis
Market research and competitor analysis identified user preferences, pain points, and trends in grocery delivery and casual gaming. Insights from virtual farming and online shopping revealed market gaps to enhance both gameplay and the shopping experience
User Research
Qualitative and quantitative research, including surveys, questionnaires, interviews, and focus groups, gathered insights on user habits, preferences, motivations, and potential challenges related to gaming and shopping behaviors.
Observational studies
Total of 5 different users, based on user research, were placed under observation to understand their daily routine during their work hours. Select few permitted continuing the observational studies from morning to nighttime.
Co-Creation Sessions
Total of 5 different users, based on user research, were placed under observation to understand their daily routine during their work hours. Select few permitted continuing the observational studies from morning to nighttime.
Ecosystem Mapping
Highlighting the key Stakeholders, Value exchange and key Themes based off the stakeholder mapping
Key Actors/Players
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Upper Working Class: Convenience, engagemen
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Middle Working Class: Budget-conscious, rewards
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Lower Working Class: Savings, affordability
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Affluent Working Class: Innovation, seamless experience
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Casual Gamers
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Delivery Service
Key Themes
Gamified Grocery Shopping
Bridging virtual gameplay with real-world grocery shopping
Savings and Rewards
Inclusive Design- Catering to diverse working-class users with affordability, accessibility, and engagement
6. Casual gaming has a broad appeal, attracting users aged 12 to 35, and even beyond.
DATA ANALYSIS
User Personas
Working Individuals were interviewed
13
Age Groups
3
Based on User Centered research- 2 types of Personas were generated:
1. Corporate working individual - Immigration Analyst
2. Cafe server- Rolls shop kiosk
I enjoy the few minutes I play on my phone, that's the quickest way for me to chill
Any form of discount helps with groceries, especially if I don 't have to leave my house for it!
RESEARCH INSIGHTS
1. Casual gaming is a highly popular category in mobile gaming.
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3. Users frequently use more than one grocery app, rather than sticking to just one.
5. The primary user base for grocery delivery apps falls within the 19 to late 30s age range.
2. Online grocery shopping has seen a significant increase in usage by the users.
4. Real-life simulation games like farming and gardening enjoy widespread popularity.
5. 95% of people have transitioned to either hybrid or onsite mode of working this year.
How might we use gamification to make grocery shopping not just a necessity but a delightful and interactive activity for users of all backgrounds
Card Sorting for IA
Participants were asked to segregate, categorize and organize different features, functions, and content
Business Model Canvas
with the specified key players reflected in the Customer Segments and Value Propositions.
information Architecture
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Align the potential app's information architecture with user expectations, making it easier for users to navigate and find the content they seek.
Prominent task flows
The following flows are included :
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Instructional walk through of the farm and its activities, when user first signs up.
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User grows and sells harvest for tokens
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Tokens used to purchase discount coupons
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Avatar creation
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Switching to VR mode
Click to Zoom in
IDEATION ( EXPLORING WIREFRAMES)
Initial Onboarding
Existing Users
New Users
Location Access for grocery delivery
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Making grocery lists
Users can use their tokens to buy coupons and apply it at Check-out
Users can use their coupons to buy coupons for discounts from their total bills.
Users can explore the online grocery store to deliver grocercies in real life
Exploration of low fidelity wireframes of the app idea and it's features based the above task flows
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Buy Coupons or other raw materials with the tokens earned
Instructional Walkthrough of the virtual farming
Avatar Customisation
Task list to nudge user to start growing crops and other tasks
Now User will sell their crops for tokens
Harvest the crops
Choose your crop of choice
Users can switch to VR mode to experience both the virtual farm and online grocery store
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