Nikki Burton
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  • Background: InstaShop is an online grocery responsive website that allows users to purchase groceries and have them delivered to their door.

  •  Challenge: Remove the pain of having to take the time out of a shopper's busy schedule to do grocery shopping in person and eliminates the physical aspect for those who may not be able to do their grocery shopping in person.

  • Objective: Create features allows users to favorite items, create shopping lists and create a automatic delivery schedule within the users set timeframe.

  • Increase sales that fell due to online grocery shopping options. 

  • My role was to research, design and test all UIs related to the project.  


PHASE ONE:  Research & Understand

  • User Research: To gain as much empathy as I could for my user,  my research included 2 contextual interviews and 4 interviews.

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Empathy Map: After synthesizing my research, I created my empathy map. 


Persona: After drawing out my empathy map, I created my persona. Meet Amy Rogers.


Competitor Analysis:  To gain further insight into the marketplace I conducted a competitor analysis.


PHASE TWO:  Define

  • Information Architecture - Getting a sense of my user's mental models was important for me to identify patterns and give me direction as to how to build the information architecture. In order to do this, I conducted a card sorting exercise with users that fit my persona.

  • Sitemap & Userflows: A sitemap was created after my card sorting exercise to display the patterns found. 

  • Creating the userflows allowed me to see the different paths a user could take to perform an action. With this information I could provide a better solution to assist in completing those tasks.



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  • From the sitemap and userflow I created the wireframes of key screens. Below are a few examples of the annotated wireframes I created. 


Phase Three: User Testing

  • A clickable prototype was created using InVision to conduct moderated user testing.

  • I gathered all my data and put everything into a affinity map.


Phase Four: Ui Design

  • Brand: One of my favorite parts! This is where everything begins to come together and all my hard work starts to pay off! I first started with the logo design.

  • I wanted something simple to market well on different products like t-shirts and business cards. I feel less is more when designing logos.  I went through a few different ideas until narrowing it down to one. Here is that journey.

  • Interface Design: Once I gathered user feedback from my clickable prototype,

  • I was able to focus on the needs of my user through the design.


Conclusion: This was my first attempt at learning the UX Design process and concurrently when I found out how much passion I have for this industry. I have so much respect for the process of making design decisions rooted in research, empathy and testing.  Through this process, we as designers can defend why we came to certain decisions, as they are not just based on opinion.

This was one my favorite projects because I learned so much from  how each part of the process work together to create something fluid and beautiful.