Convene’s

Case Study:

Convene – A seamless way to shop for Grocery around your Neighbor

Overview

The Convene Grocery App was a winning concept pitched in 2017 that managed to receive recognition and accolades. It addressed a significant gap in the market – the absence of an application tailored for grocery price comparison.

The pitch revolved around providing users with the ability to seamlessly shop for groceries from their favorite stores and pick them up at convenient locations. The concept was further enhanced by features like ‘Shop & Scan,’ intended to accelerate the in-store shopping experience. Following key challenges were highlighted during the pitch:

1. Facilitating easier grocery discovery through a responsive layout design.
2. Providing options to identify on-sale groceries without the need to view flyers.
3. Enabling grocery price comparisons across different stores.

2017

Creations of Convene

Customer-Centric Research and Ideation:

In collaboration with our project manager, I conducted thorough research to deeply understand the preferences and needs of grocery shoppers. This rich data served as the cornerstone of our ideation process, enabling us to conceive features tailored to our target audience’s desires.

Crafting an Elevated User Experience:

Taking a leadership role, I made substantial contributions to shaping the experience strategy and vision for the Convene Grocery App. Employing comprehensive frameworks, prototypes, and design principles, I ensured that the app’s interface was not only intuitive and user-friendly but also aesthetically pleasing.

Defining Scope and Direction:

Working closely with the project manager, we meticulously defined the scope and direction of the Convene Grocery App. By aligning customer objectives with business goals, we prioritized feature development and adeptly negotiated enhancements that would provide maximum value to our users.

Seamless Platform Coordination:

To ensure a cohesive experience, I collaborated seamlessly with a team of platform designers and their project managers. This collaborative effort resulted in a consistent user interface and experience across various platforms, facilitating a seamless transition between web and mobile contexts.

Design Excellence and Validation:

With a keen attention to detail, I spearheaded the design execution and validation process for the Convene Grocery App. This encompassed creating user journeys, wireframes, prototypes, and design specifications that underwent rigorous validation to guarantee a user-friendly and intuitive shopping experience.

Leadership and Stakeholder Engagement:

In my capacity as a design leader, I presented our work to executives, senior stakeholders, and cross-functional teams within Convene. Through effective communication and a passionate commitment to design principles, I garnered their unwavering support and buy-in, ensuring the successful realization of our vision for the Convene Grocery App.

Leveraging my expertise and fostering close collaboration with project managers and fellow designers, we successfully delivered a seamless and user-friendly grocery shopping experience through the Convene Grocery App.

Our Approach

In developing the Convene Grocery App, our approach was anchored in creating a distinctive and user-centered experience that would not only set us apart but also resonate deeply with our target audience. We recognized the critical importance of design elements, including color schemes and fonts, as they play a pivotal role in conveying the app’s identity and influencing user behavior.

Color Scheme

The color scheme of green (#007eff), white, black, and grey is ideal for a grocery app because it conveys freshness, cleanliness, and trust. Green symbolizes freshness and health, while the clean and minimalistic design created by black, white, and grey ensures readability and professionalism. The neutral colors maintain balance and versatility, making the app user-friendly and visually appealing to grocery shoppers.

Fonts

The choice of the “Poppin” font for a grocery app is essential and beneficial as it ensures clarity, consistency, and contemporary aesthetics in the app’s design. Its clean and modern sans-serif style enhances readability across various devices, while its versatility allows for a seamless user experience. Additionally, “Poppin” supports effective branding efforts, contributing to a distinct app identity that engages users and maintains a visually appealing and user-friendly interface.

The Framework

In crafting the Convene Grocery App, we employed a user-centered design framework, which revolves around deeply understanding and catering to the needs and preferences of our target audience. Central to this approach was the development of well-defined user personas.

User Persona Development

We began by conducting comprehensive research to gain insights into the diverse demographics and behaviors of grocery shoppers. From this research, we constructed detailed user personas representing key segments of our audience. These personas were more than just demographic profiles; they included in-depth narratives about our users’ goals, pain points, and motivations.