I conducted research in order to empathize with users and to understand what they want from an online shopping experience. I concentrated on the problem space - the grocery shopping experience. I researched the commonalities and sought out the behaviors, attitudes and pain points of grocery shoppers which enabled me to create solid use cases, personas and storyboards to work from. After identifying the user and keeping the business goals in mind, I conducted a heuristic evaluation of competitors and developed a feature matrix, conducted card sorting research to determine how users were most likely to search for items through the Instashop platform.
I created a sitemap to ensure that users could navigate the website and interact with the content and a user flow of the critical decision points which helped me to determine which paths I would focus on during usability testing.
Instashop needed an identity and style guide that would insure consistency in the UI design. I created a sophisticated feeling that would distinguish the brand from the competitors. I created a logo and included a color palette, buttons, icons, typography, and photo style recommendations.