Development of a Scalable Mobile Grocery Ordering Platform with Enhanced UX and Continuous Discovery

The client faces issues with misaligned OKRs focused on rapid initiative delivery rather than tangible results, limited user touchpoints leading to insufficient customer insights, and engineering team involvement that hampers software quality and innovation. These challenges hinder the growth of the grocery vertical within the mobile app, affecting key performance indicators such as conversion rate, average basket value, and monthly order volume.

A large-scale retail business specializing in quick commerce and on-demand delivery services, operating a mobile app to facilitate seamless order placement from grocery stores and convenience outlets.

• Create an autonomous, high-performing product team dedicated to the grocery vertical within the mobile app.
• Develop a comprehensive and seamless mobile grocery ordering experience that enhances user engagement and efficiency.
• Achieve measurable improvements in key KPIs, including increasing conversion rates, basket size, and monthly order volume by targeted margins (e.g., 81% increase in conversion rate, 21% rise in basket value, and 97% growth in order volume).
• Implement iterative UX reviews and continuous discovery practices to identify new business opportunities and refine user flows.
• Ensure high standards of software quality, with unit test coverage surpassing 85% on iOS and Android, and achieve full automation of critical user flows.

• User persona definition and targeted journey mapping based on iterative stakeholder workshops.
• An Opportunity-Solution Tree to systematically identify and prioritize product opportunities for increasing engagement and conversion.
• Integration of ongoing customer interviews and field research to inform UX improvements and new feature development.
• Complete automation for critical user paths within the app, including order placement, payment, and confirmation flows.
• Testing infrastructure with high coverage standards (above 85%) including unit tests and 100% UI test automation for critical paths.
• A flexible design process incorporating periodic UX reviews to adapt and refine user flows based on user feedback and analytics.
• Technical implementations ensuring scalability, sustainability, and high software quality, including clear focus on technical debt management.

• Payment gateways for secure and seamless transaction processing.
• Analytics and user research tools for continuous discovery and UX improvements.
• Third-party logistics and supply chain management systems to ensure real-time order fulfillment status.
• Customer relationship management (CRM) systems for personalized marketing and targeted engagement.

• High software quality with unit test coverage exceeding 85% on both iOS and Android platforms.
• Complete automation of critical user flows with around 60-70% overall UI test automation coverage.
• App responsiveness and reliability, supporting high concurrency and daily order volume growth.
• Scalability to accommodate expanding user base and new feature integrations.
• Security and data privacy compliance, particularly for payment and personal data handling.

The new grocery ordering platform aims to significantly enhance user engagement and operational efficiency, resulting in an estimated 81% increase in conversion rates, 21% growth in average basket value, and nearly 97% rise in monthly order volume. These improvements are driven by advanced UX, high-quality automation, and continuous discovery practices, positioning the client as a leader in quick commerce.