*Scenario: A user is in their favorite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.
Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once-a-month for a flat fee.
Constraints Headline: 45 characters max Body: 175 characters max Button(s): 25 characters max*
Let’s look at some data. According to a 2022 survey of U.S. shoppers,
60 percent of respondents who identified themselves as primary shoppers in their household were women.
Surprisingly, the figures are different for online grocery shopping. Research shows that men who are the primary shoppers for their households are the most frequently occurring demographic among online grocery shoppers.
Therefore, my target audience for this project is men and women.
What does the app’s potential user look like? What’s their demography and lifestyle? What’s their motivation for using the app in the first place? What are their pain points? What are their needs? What do they prioritize?
According to a survey by Takeoff Technologies, grocers aiming to attract more online shoppers to their stores should focus on large families who are budget-conscious. In particular, older millennials with children are considered the ideal target demographic for grocery delivery.
Also, a 2022 survey revealed that almost half (49 percent) of shoppers aged 55 to 64 in the United Kingdom bought their groceries online while the odds of online shopping were higher for those aged 18–33 years than for those aged 65 years and above.
With this finding, meet ‘Mrs. Rachel.’
Bearing my user persona in mind, what voice and tone appeals to her the most?