Our project: NATURALIA

As a team we chose Naturalia. The goal was to ease Naturalia’s online customers shopping experience with an additional distinguishing feature.


This is how we worked to come up with the problem statement (read it on the right, more clean 🙂 )
  • Naturalia eshop was designed to acquire new online buyers and to increase online customer loyalty on organic products. We have observed that the service is not meeting customers’ price expectations, customers’ goal of finding easily what they are looking for which causes customer churn, navigation problems and empty shopping carts.
  • How might we improve Naturalia eshop so that our customers are more successful based on time spent on site, number of orders and acquire new types of customers.

Hypothesis Statement

Every project starts with assumptions so here, hear us assume things. 🙂 Below is our hypothesis statement study:

In general we focused out hypothesis on improving the website, navigation and delivery service for Naturalia. We aimed online shoppers as well as offline shoppers to help increase the e-customer acquisition.

The outcome we were seeking was to increase profit/shopping cart, reduce the number of clicks and acquire new e-customers. We thought we will know we are right by measuring the increase in these key performance indicators: revenue, # of online orders, and clients.

Cool ! If you’re still with me we still haven’t heard anything about the user itself. But why ?

We are on the ‘empathize’ phase but still have a lot to figure out before touching the user. Especially about the business itself and the market, competitors. In real life, this phase is really about to study all available information about the company, get insights from the stakeholders, check analytics, be curious and not hesitate asking to know more. The service/product might be so obvious for you but it is very different in the eyes of every stakeholder in the company: some would think of technical stuff, some about ads, while some focusing on only profit others will have ideas about current customers etc. It really depends on the business unit’s perceptions. So this is time to explore it more and empathize with them ! (Of course we were not inside the company to do all of this but we got good take ons while doing an online market research)

Business & Competitive Analysis

Positioning Map (left) which shows Naturalia has a good positioning today in terms of brand awareness and in-store user experience but still an opportunity in digital exists. Competitor Analysis (right) on several topics.

Strategy Blueprint

A UX strategy is needed when you have to redesign a product/service, when the stakeholders 100% believe in their product but you have a doubt on that, or when a designer needs to find a way to increase conversions.

UX Strategy Blueprint for Naturalia

User Research

Now it was the perfect time to start understanding our user. That’s why we moved on with the User Research process. There are tons of UR methods. Each one of them serves a different purpose and can be conducted anytime throughout the design process.

For our project we were instructed to do a survey to 100 people and then interview 7–10 people face-to-face.


To draw a roadmap for the survey we used Lean Survey Canvas; this helped us make use of all the data we gathered so far collaboratively in our group.

Following the Lean Survey Canvas, we prepared a 10 question survey. Questions were varying from the habits of organic product buying to Naturalia and eshop specific subjects. We gathered 190 answers in one night (wow!). They mostly used organic products, especially fresh products and mostly never even visited Naturalia’s eshop. So far we were thinking about navigation issues on Naturalia’s shop, or how to acquire new types of clients to check out the e-shop but actually the problem seemed more interesting since it turned out that people were not even bothering checking out the website. E-organic grocery shopping was not an option for them.


We conducted 6 user and 1 stakeholder interviews (store employee). I am not going into details of the interviews but this was indeed a very nice experience ! 🙂 We gathered all the data on an affinity map, again to have a well collaborative thinking environment, and here was our wall attacked by our colorful post-its !

Affinity Map (left): This made one design opportunity so obvious for us: people wanted to see, touch, smell their fresh products before buying ! 💡 Empathy Map (right) : This helped us synthesize our interview observations and profile our users.


Personas are important to focus on the user needs, find pain-points and opportunities that we uncovered during the user research phase. There may also be secondary personas, but the goal is to design for the primary one and satisfy the secondary. Aand… meet our primary persona Aurore. She is a busy nurse and a mother. She cares much about her health and her family’s. You can read more about her in the Persona card here below.

Brainstorming & Mind Map

Engines on in our brains ! This hard but fun exercise introduced us to our main design idea: A personal shopper. This was the first step in our ‘Ideation’, and we felt happy and confident at the end of this (again) colorful exercise ! 🙂

Our brainstorming (left) had several stages, which you can see with the color of post-its. We developed many ideas with Crazy 8’s technique. And then cluttered them in super headers (orange post-its at top). Then voted them (see little dots on the post-its) Final stage was to create a Mind Map (right) to better visualize this ‘craziness’. 🙂


Now it was time to dig this idea into more detail and see it if it helps solve a pain-point for our user. Here was the story that we came up with after our researches and defining our persona. You may either check the storyboard on the left or read the story on the right.

‘Aurore is at the hospital. She thinks of what to cook for the evening. She doesn’t have any organic/fresh food at home and she doesn’t have time to go the supermarket because she needs to pickup her son from daycare. She wishes she could do grocery online and when she gets back home everything is delivered at her door, and she doesn’t even need to worry about the quality of the products delivered. Unfortunately she can’t do that because in order to ensure the quality of the products, she needs to see and touch them before buying.

A colleague of her recommends her the Naturalia e-shop and introduces the Personal Shopper concept. She connects to the e-shop, fill in her basket, checks the rating of the Personal Shoppers and picks one with the highest rates. The assistant put the products in the basket and sends her the picture of the basket. Aurore confirms it as everything looks perfect ! She receives her delivery as expected, when she comes back home from work.’

User Journey
Moscow Method: We managed to stick with a minimum viable product thanks to this technique. For example, so far we thought the picture notification feature would be essential but with a successful filtering at this stage, we eliminated it for the v1.

User Journey

To find out different touchpoints with the user and find new opportunities to make them achieve their goal, we created Aurore’s Journey. On the -y axis, we put trust, as this feeling would help us determine the opportunities.

Feature Prioritization

After determining the user flow, we had a few brainstorming exercises to come up with new features. We used Round Robin and Worst Idea as new techniques. And here we were with a lot of ideas, and features… but we needed an MVP so we had to filter things out. We used the Moscow method to prioritize things.

User Stories

We now had the must have features and all of these features needed some stories to make sure they stick well with Aurore’s pain-points. These would also facilitate the communication between the developers and designer. Here are two story examples for the Personal Shopper selection feature.

As a Naturalia shopper, I want to be able to choose the personal shopper (PS) I want, so that I can only work with the best professionals

As a Naturalia shopper I want to see all the online PS, so I can choose an available PS for the delivery time I request

Sitemap & User Flows

Just before concept sketching & testing, we defined the sitemap; the primary and secondary navigations on the home page. And then created a user flow, which was for us ‘to buy some kiwis on Naturalia eshop and choose a Personal Shopper for delivery’. I will explain these better in the next and final stage.

Wireframe & Testing

We created our wireframe for the above user flow and tested it first with 7 users. In this testing phase we had several problems. First issue; 4/7 users couldn’t locate the home page. So we changed it as below and it worked for the second testing phase. Second issue; 5/7 couldn’t locate the search bar. We also worked with this on the homepage. Third issue: 5/7 people struggled on the product page.

Wireframe: Homepage Before (left); Homepage After test (right) — Search bar is more visible, Personal Shopper feature emphasized and screens are split.
Wireframe: Personal Shopper Selection feature, the page shows each available Personal Shopper, their profile, ratings and comments about them.

That’s all !

Well, that was all for 2 weeks (with respecting the limits in order not to bore the readers). We learned many theories, did a lot of exercises, developed hundreds of ideas, used a whole lot of post-its (sorry Earth, I will find a way to cut it from elsewhere) and last but not the least had fun !

I believe ‘fun’ is the key point here. That’s why I titled my loong post with a heart because all of these were really made with love. And when you love doing something, you will definitely enjoy it. 🙂

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