Costco
Costco is a grocer that depends on high volumes sales but small margins profits. The biggest problem that the Costco app faces is the difficulty to access same day grocery shopping.
Overview
The Problem
Users are frustrated with the amount of options available. How might we make it easier for users to find the products they need and checkout for same-day delivery.
Tools/ Deliverables
Figma// Research, Competitive Analysis, Personas, User Flows, Wireframes
What People Are Saying
“Why does Costco choose to offer a garbage app and poor online experience? While I prefer shopping at Costco, there is no contest to Sam’s app, when it comes to online experience. Really would like Costco to step up and make the online/delivery features and make it halfway possible to use. Why not take some strain off the brick and mortar and maybe more signups ?!”
Reddit: 93% Upvoted, 85 Comments
“It’s just a mobile version of the website”
— Reddit User
“Sometimes it’s a little overwhelming with how many options there are”
—Syndney C.
“Costco mobile app is legit bad. I don’t use it for anything other than scanning membership”
— Reddit User
“It doesn’t keep my signed in and I wish I could sort/filter to compare products”
— Tori Y.
Competitive Analysis
Target
Similar to Costco, has ads for many products and houses a large database of products. Differently however than Costco, their ‘Drive Up’ and Delivery is very easy to maneauver. It is significantly easier to go to checkout and
H-E-B
The interface is cleaner and more organized with considerably less ads than Target. It feels less like they are trying to stuff more products into your bag and more like they are trying to be helpful.
Door Dash
Includes categories of different food options. They have ads but are easy to maneuver the app. The interface is clean and doesn’t have too many page you need to go through to get to checkout. Was downloaded 40,000 million downloads in 2020. 20,000 million over the next competitor.
Walmart
Similar to H-E-B, minimal ads and easy flow to cart
Sam’s
Uses the same interface as Walmart
Instacart
Food delivery service. Clean interface that is similar to Doordash. Easy to checkout.
Comparative Map
Current Interface
Below are videos of the current interface. The left hand side is a look into all of the icons on the app and the right side is a video of all what comes when selecting the hamburger menu and then same day delivery, all the way through to checkout.
Problem Areas
Account Log In
There are multiple places within the app where you have to re enter your personal information to log in. Within the app, you shouldn’t have to continue logging in. We showed that this frustrates many users and makes it harder for them to opt to use the online interface.
Grocery, Household Essentials & Pet
Within the hamburger menu, if you select Grocery, Household Essentials & Pet, you will be taken to 22 sub categories. This furthermore extends how long it takes for a user to find their product and checkout. If a user select “2 day delivery” they are then shown 3 sub categories once again.
Navigation Menu
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Hamburger Menu
The hamburger menu has 14 different options to pick from. This overwhelms users and gives them too many options to pick from. It is unknown why the hamburger menu exists and is different from using the initial home page search menu. The categories should be shown in the home screen and not the hamburger menu.
Card
When selecting the ‘Card’ icon, the user is required to add their personal information even though they are already within the app. This should only be done if the users is trying to change personal information within the payment part of the app, not an entire screen.
My Account
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Flow Map
Creating a separate interface for browsers without a Costco membership is essential for creating a cleaner interface for paying members. We want paying customers to have ease of use as well as create a separate opportunity for newcomers to window-shop and get interested.
