Coop MAD app
Client
Role
UI Design, Wireframing, Prototype Design, UX Research, User Testing, and Data Mining.
Team
Jonas Muchardt-Pind
Nicolai Kilhof
Methods
Qualitative Interviews, Usability Testing, Wireframing, Design Thinking, and Value Proposition
Introduction
The way we buy groceries has changed radically, as online grocery shopping and self-service in physical stores have become a part of many people’s daily lives. This is partly due to the outbreak of Covid-19, which has further accelerated the online market. The market can be divided into general grocery stores and niche stores with their specialties such as organic products, cross-border shopping, special items, etc. In 2021, Salling Group, among others, will enter the market and directly compete with Nemlig.com and Coop Mad in the grocery trade. Due to increasing consumer demand, it is expected that more players will enter the market.
Coop has approximately 1.8 million members in Denmark. Being a Coop member automatically provides a user account on Coop Mad, allowing easy access to online grocery shopping while enjoying the benefits of a Coop membership. Despite Coop’s large customer base and foundation, Nemlig.com is larger than Coop Mad when it comes to online grocery shopping. According to the Retail Institute Scandinavia, online grocery sales are expected to grow from DKK 3 billion in 2020 to DKK 12 billion in 2029.
We asked ourselves the following question:
How can Coop increase the appeal of their Coop.dk MAD platform to both current and potential clients and strengthen its position against rivals in the industry?
The Solution
Coop MAD – Its Own App
The concept’s starting point is that Coop should split their current Coop App into two. One app, as it is now, should continue to be for members with bonus overview, activated offers, small games, Scan & Pay, etc. The new app should exclusively be for the Coop.dk MAD part and include their online grocery shopping as well as our solution; “Shuffle din madplan”. Additionally, we recommend that Coop changes the name of their online food and grocery universe to “Coop MAD” – without “.dk,” as it would better align with the fact that users visit the platform not only via a web browser but now also, and primarily, through an app.
Shuffle Your Meal Plan
What should we have for dinner?
Few questions have left us more devoid of ideas than the contemplation of tonight’s dinner, not to mention planning meals for an entire week.
Coop MAD’s new meal planning feature helps you plan dinners for a whole week and fills you with ideas for dinner, where you can rediscover old classics, try new creative dishes, and experiment with exotic dishes from around the world.
Coop MAD adapts to your everyday life and needs, and through the new shuffle feature, a mundane and tedious task becomes fun, quick, and easy – even automated if you wish. All dishes are marked with icons, making it easy for you to decipher whether the dish is organic, gluten-free, lactose-free, vegetarian, or vegan, so you can order with peace of mind.
Shuffle
Din
Madplan
Home screen
Food plan / “Shuffle Din Madplan”
Food plan / “Shuffle Din Madplan” (Swiped)
Cart screen
Delivery time and address
Payment successful
The Process
Sketches
We used sketching templates on the iPad to quickly generate as many lo-fi iterations as possible.
Below is a few of the many sketches that were created in this process.
Sketches of Coop MAD home screen
Sketches of Shuffle Din Madplan screen
One of the significant challenges was fitting all seven days of the week into the “Shuffle Din Madplan” overview. We did succeed in the end. Yay!
Sketches of delivery, recipes and payment screens.
Sketches of the cart screen
The cart overview was successfully made more digestible by categorizing items from the meal plan and other products from Coop MAD under their respective categories. This adds a slightly more complex structure and longer lists but provides a better overview and enhances user-friendliness, especially for those who want to proceed quickly to the payment.