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Instacart Shopper carrot logo

Instacart Shopper

UX/UI, Mobile App, User Research, Wireframes, Hi-fi Prototype

1. Issues Getting Support

  • Lack of relevant contact info on help page

  • Redirected to articles, feels very roundabout

  • No assurance when it comes to support

  • FAQ is useful but not in actual situations

2. Low Employee Morale

  • Feels like no one looks out for them

  • There are no effective ways to defend themselves against dishonest customers

  • Unfair ratings affect them disproportionally 

3. The Shopping Experience

  • Working with unrealistic time expectations

  • Little consideration for shopper’s process

  • Product list is not efficient to navigate

Major Pain Points

Major Pain Points

1. Issues with Getting Support

  • Lack of relevant contact info on help page

  • Redirected to articles, feels very roundabout

  • No assurance when it comes to support

  • FAQ is useful but not in actual situations

2. Low Employee Morale

  • Feels like no one looks out for them

  • There are no effective ways to defend themselves against dishonest customers

  • Unfair ratings affect them disproportionally 

3. The Shopping Experience

  • Working with unrealistic time expectations

  • Little consideration for shopper’s process

  • Product list is not efficient to navigate

Further Growth

There are still other problems that I didn’t address in this redesign, but it excites me that there is still room for improvement of an app that has already shown to impact people in such a positive way. Despite the bugs that need to be sorted out, Instacart has given unable families a way to get groceries safely and has given others the opportunity for flexible work in trying times of uncertainty and unemployment. If I were to revisit this case, I would set my focus on creating more transparency between the customer and shopper to further minimize miscommunication and dissatisfaction. 

Creating Solutions:  Accessible Support

The most frequent complaints that arose were regarding support, and while there were other aspects of the support process that can also be improved, I focused on getting users to the right spot.

 

Solutions:

  • maintain the help icon’s position throughout every function for easy visibility

  • help icon leads to ways to contact support not to an FAQ page

  • options to call or email support are displayed along with the chat option

  • active chats are catalogued beneath chat support for easy access 

01

Step 1:

Click on info icon.

02

Step 2:

Click on “Get Help.”

03

Step 3:

Spot the “How to get help” article.

03

Step 4:

Read through the article. (Shopper support is available on the top right, but you have to expand the article if you don’t know what the headset icon does.)

03

Step 5:

Click the headset icon.

03

Step 6:

Begin chat.

01

Step 1:

Click on info icon.

02

Step 2:

Slide to start chat. (There are also options for contact by phone or email.)

03

Step 3:

Begin chat.

Before:

After:

Affinity map of direct user quotes about Instacart app

The Problem with Instacart Shopper

On my first batch shopping for Instacart, I found myself at the cash register in a panic because my Instacart credit card was repeatedly getting declined. With a queue forming behind me, I fumbled through the app trying to find a way to contact support. You could say it was not the best first day on the job, but it was the impetus behind this unsolicited redesign and case study. 

Defining Goals

The ultimate goal of this redesign is to promote a sense of assurance and make shoppers feel like they also have someone in their corner when needed. Making the shopper’s job more efficient benefits the customer experience as well, which is why I honed in on the three points above.

As mentioned earlier, support is difficult to reach and it gets quite frustrating to have to be directed to the FAQ page first. The support chat is also impossible to access if you leave the messenger.

 

​Goal: Support is always present and staff is available within 2 clicks.

Unreachable Support

There are not a lot of systems in place to protect the shoppers from fraud and false accusations regarding missing items and delivery. Shoppers heavily rely on their ratings, but it is unfair if a customer unjustly gives them a lower rating.

Goal: Give shoppers more tools to defend their stance in instances of false reports and measures to decrease situations where they are unfairly subject to a low rating.

Undeserved Low Ratings