Before designing an online presence for Instashop, we needed to understand the current market for online shopping, who the competition was, and who primarily uses the service.
We sent out a short survey to better understand user shopping habits and interviewed 4 young professionals about their most recent grocery shopping experience. We found that the participants work long hours, and would cook only if they had the time. They like to stay fit, enjoy their brand items, and are careful spenders, but aren’t afraid to spend money if it brings them value or its something they truly enjoy. A majority also go on food blogs and share recipes.
It is worthy to mention that multiple participants had found the international section of their local grocery store lacking and were frustrated that they either had to go to a specialized market or settling for cooking different meals.