Product
ASDA virtual shop
What I did
Redesigned the product
Analysis of the existing website
User research
Interactive prototyping
My role
UX/UI designer
What's ASDA virtual shop?
Brandlab360 created the ASDA virtual shop which replicate the physical store to provide an immersive online shopping experience. It is ideal for those who cannot visit in person or prefer to shop remotely interacting with friends.
Status Analysis
Convenience
While the app provides significant conveniences, such as:
-
24/7 use
-
Saving travel time
-
Delivery service
-
Readily accessible from anywhere
-
More item availability than physical stores
-
Web-ready without needing to download
These features are commonplace among other online shopping platforms. To stand out from the competition, a virtual supermarket app must address not only basic convenience but also the psychological needs of customers.
Usability
Comparing journey maps of the ASDA virtual shop and the traditional website revealed the superior usability of the ASDA original website.
Journey map
ASDA virtual shop
Enter
name
⇀
Choose
character
⇀
Frozen
section
⇀
Wine
section
⇀
Dairy
section
⇀
Meat
section
⇀
Sweets
section
⇀
Select
bread
⇀
Walk to
the casher
⇀
Checkout
ASDA original website
Log in
⇀
Click
Groceries
⇀
Bakery
section
⇀
Bread
section
⇀
Add
⇀
Your
trolley
⇀
Checkout
Why does a supermarket need to be in virtual reality?
The convenience and usability analysis raises this question. The virtual shop delivers unique value, reminiscent of the resurgence of vinyl records in the digital music era, captivating users with engaging interactions that justify their extended time investment. Therefore, I focused on crafting a distinctive experience to ensure users enjoy their interaction with it.
Enjoyment
The BrandLab360 virtual reality supermarket offers an enjoyable shopping experience such as:
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A virtual environment mimicking a real supermarket
-
Social interaction through phone and chat
-
Expressive dance moves
These elements provide an entertaining shopping experience, especially for customers who value social connections or those with mobility restrictions who benefit from the ability to navigate a store virtually.
However, to prevent customers from losing long-term interest and reverting to the more traditional ASDA website for quick and easy orders, the VR app should leverage activities unique to virtual reality. By offering experiences that transcend the limitations of physical supermarkets, the virtual store can provide a higher level of enjoyment and sustained engagement.
I surveyed 84 individuals to identify the different motivations of online and physical supermarket users and to explore the potential for virtual reality supermarket expansion.
User Survey
What do you prefer?
Online
Physical
42%
Both
40%
Why physical supermarkets?
Immediate availability
18%
Loyalty
Product quality assurance
Joy of browsing
Checking freshness
Item on sale
I found:
Motivation for in-person grocery shopping
Although 82% of customers still prefer physical supermarkets, enjoyment was not a significant motivation for in-person grocery shopping.
Insights
We need to provide entertaining experiences that are not possible in physical supermarkets.
Why do you prefer online shops?
Why not use VR supermarkets?
Time saving
More items
Open 24/7
Readily accessible
Better prices
Delivery service
25%
Difficult usability
No demand
Inefficiency
Low graphic quality
Not entertaining
Privacy concerns
32%
22%
Prejudice in the VR supermarket
The main reason people shop for groceries online is convenience, and many perceive virtual reality supermarkets as time-consuming and complex to navigate.
Insights
Redesigning the app to find items and check out quickly could overcome this prejudice.
Have you tried VR supermarkets?
No
99%
Would you like to try it?
Yes
57%
Customer interest in the VR supermarket
While 99% of respondents had no experience with VR supermarkets, 57% expressed a willingness to try them.
Insights
This confirms that customers value new experiences, reinforcing the potential for virtual reality supermarket expansion.
User Observation
I conducted a user observation comparing their behavior when purchasing beef, garlic, and milk at a physical and virtual supermarket.
Virtual Supermarket
Pain Points
Icon Confusion
The user pressed all the icons at the bottom to see what they do.
Product Identification Problem
The user couldn't read the labels up close easily.
Navigation Difficulty
The user accidentally looked up and didn’t know how to look down.
Checkout Confusion
The user couldn't find the cash register for three minutes.
Physical Supermarket
Behavioral Insights
Informed Purchases
The user checked the product information and expiration date of the beef.
Navigation
The user turned sideways to look at shelves.
Product Browsing
The user observed various products while walking through the aisles.
Intuitive Checkout
The user walked to the checkout and paid.
Solution
The ASDA virtual shop now offers seamless and intuitive navigation, rivaling traditional websites. Beyond replicating a real supermarket, it allows users to personalize their stores and immersive time travel experience.
Enhanced navigation efficiency and intuitiveness
Through a tutorial, improved product information display, and quick item search and selection options.
Streamlined customization own grocery shop
Ideal for co-living groups, friends, or individuals seeking quick shopping, which is impossible in physical supermarkets.
Immersive temporal exploration and educational experience
A more intuitive, user-friendly,
and efficient interface
Login
Navigation Tutorial
As soon as users sign in, the virtual shop provides the control key tutorial.
Additionally, some previous icons were relocated to the keyboard for a cleaner interface:
-
Arrow keys: Turning sideways to look at shelves more closely
-
Scroll: zoom in on products closely from a first-person perspective
The left-side icons
Efficient and convenient navigation
Head-up Display
The right-side icons
Entertaining and interactive experiences
The bottom middle icons
Checking their carts and pay without going to the cash register
Intuitive Cart Interaction
When users switch to first-person view, they can directly see items in their carts, enhancing the intuitive shopping experience, similar to browsing in a physical supermarket.
Item Search
Product categories
Users enable to navigate directly to item sections
Top view icon
allows users to teleport to any location
Item Selection Options
Information viewing
Users can get detailed information by clicking the items
Quick add
Users can drag an item to a trolley to add to their carts
Shopping List
Users can conveniently create shopping lists to ensure they remember all their essential items
Limitless Space
Streamlined customization
Store Customization on the Phone
Users can customize their own supermarkets with family, friends, or flatmates. This updated function offers the following potentials:
Individual: Users can customize their supermarkets with favorite items for efficient grocery shopping.
Family: Children can add items they want, allowing parents to decide on purchases.
Friends: Shopping individually and collectively filter them together.
Flatmates: Each flatmate can add their regular and frequent needs to the customized supermarket, saving on delivery fees by paying separately.
Pay Together or Separate?
In a customised supermarket, the members of the group can easily pay separately.
Enjoyable Interaction
Users can remotely compare various items with friends and engage in chat discussions to plan purchases for their homes, parties, or trips
Time Without Bounds
An time travel experience
Journeying from Primitive to Modern Eras
Customers' long-term engagement is sustained through various virtual reality supermarkets, distinct from physical stores.
In the primitive era
Shopping at historical supermarkets for a unique experience
Gamification
Adding products to the trolleys through hunting or fishing games.
In an educational context
exploring the agricultural era by simulating farming activities.
