Research through Design Model(Zimmerman-Eckles, 2007)

Target Population

I have categorised my users in 3 main types and followed the Behavioural Chain for web services methodology by (Fogg, Eckles, 2007):

๏ 1. New Users

๏ 2. Superficial involvement

๏ 3. Loyal Users

I am designing a workaround solution that would include all above types of users

Process-Rationale:

I chose to work with Fogg framework

1. Includes all types of users,

2. Focuses on user engagement,

3. Utilises a pattern well used and succeeded online,

4. Circulates user involvement from loyal to New User

5. Supports user growth

Invention

Inspired mostly by current state of the art M&S mobile site and with a mind to ease of use I emphasised on shopping lists and the 3 point "click" to purchase.

๏ Shopping lists are usual lists with weekly shopping the user can

• Select to drop in the basket before he/ she

• Commits the purchase.

I am leveraging users mental model by adding Recipe lists to my design solution.

๏ Recipe lists, are those lists with all selected ingredients for that particular recipe only. The user first can:

• Search for the type of food they want to cook and then

• Select the ingredients that it consists of (may be added manually or even be recommended to them).

• Contribute Value by creating content for the site

• Share lists with their friends and family

Relevance

๏ We are addressing the meaning of lists in the first place

๏ We are introducing an innovative mental model in the market. Simpler for the user to cognitively think of one desire:

• "what to cook tonight?", rather than:

• "what do I need to cook that dish tonight?"The above statement however is a speculation, we would need to conduct user testing to test the hypothesis. We are yet to fathom its extensibility as a sheer recommendation system to simplify the currently designed mental model.

Extensibility

We aspire that the outcome of this project will

๏ Set the bar to the UX community and

๏ Become the example for other eGrocery mobile sites & apps.

The Behaviour Chain for Online Participation: How Successful Web Services Structure

Persuasion (Fogg-Eckles, 2007)

New Users Undecided Users

Phase 2- Superficial Involvement

Decide to Try

Allow for playful exploration on products, offers and services before user decides to create an account.

Fogg supports that a lot of successful web sites “Encourage users to get started using the service before having to make a commitment to it.”

Get started

• On registration provide a simple form (v.s. Gathering user information early on),

• Give clear upfront information and

• Allow them to see other friends using it (i.e. Via facebook, twitter etc.)

Loyal Users

Phase 3- True Commitment

Create value and Content

We suggest that loyal users be

provided with the possibility to

create value by adding content

(lists, recipes, upload images of

cooked food or user products) and

being able to re-use it or share it

friends, family or community.

Stay Active and Loyal

Another future suggestion to

consider would be a Loyalty

Passbook app exclusively for loyal

members.

Involve others

Above all, involving other users

and getting reward for their actions

is highly suggested.

202 B.J. Fogg and D. Eckles

Fig. 1. The Behavior Chain for Online Participation. The Behavior Chain is found across many successful Web services. It consists of three Phases, each with multiple Target Behaviors. When users reach the True Commitment Target Behaviors – specifically Create value and content and Involve others – they contribute to the service's ability to influence new users to follow the behavior chain. (We acknowledge help from Mike Krieger and Jyotika Prasad in creating the early versions of this diagram).

Phase 1- Discovery

Learn about the Service

We propose creating awareness

about the mobile site through

friends who are current loyal users,

thus creating a “viral” element.

Visit Site

Credibility of community

recommendation is of equal

importance. So, we are proposing

that they be invited via email by

loyal members friends name under

sender.

A proposed guideline here

would be let value be created from

existing users who are in phase 3 of

the behaviour chain.