Improving Digital Shopping Experience: Korzinka Go's Journey in Uzbekistan
Transforming Traditional Shopping Habits Through Enhanced User Experience in an Emerging E-commerce Market
Context
Korzinka Go is an online supermarket and delivery service launched by the Korzinka supermarket chain in Uzbekistan launched in June 2023. Currently operating five distribution centers covering a total area of approximately 30,000 sq.m.,
Market
Uzbekistan's modern food retail market is still nascent, constituting only 8% of the total food retail volume, in contrast to 75% in Eastern Europe.
Many consumers in Uzbekistan prefer the experience of shopping in physical stores, where they can select fresh produce and interact directly with sellers. This cultural inclination poses a challenge for Korzinka Go to shift consumer habits toward online purchasing.
The Goal
Help Korzinka Go shift customer habits toward online purchasing by improving the app's user experience.
Key Differences in Online vs Offline Shopping Behavior
There are some key differences in user behavior between offline and online shopping:
Shoppers expect to get a better deal when shopping online compared to offline.
Shoppers spend more time comparing prices and product information because they are in a more comfortable environment and are willing to invest time in this.
Online purchases are strongly influenced by positive offline shopping experiences, i.e., shoppers buy familiar products or brands to reduce risk and uncertainty.
We will focus on the discovery part of the user journey since user registration already works well and discovery is a complex and crucial part of the user experience.
Navigation improving
Navigation of an e-commerce site is the first step towards making an online purchase.
A well-designed navigation system contributes to a positive online experience by making it easy for shoppers to find what they need, explore products, and complete their desired actions.
Types of Online Shoppers
Based on research, there are two types of shoppers.
Goal-oriented shoppers focus on purchasing products quickly and efficiently.
Experiential shoppers enjoy the process of shopping and browsing itself.
Limited Navigation Options
Korzinka Go currently offers only one navigation path to specific categories: through the search bar. The main page lacks any other entry points.
In contrast, the Vprok app provides multiple entry points to help goal-oriented users quickly find their desired items.
Adding just one entry point makes navigation and discovery simpler.
Search Functionality Improvements
A robust and user-friendly search function is crucial for e-commerce apps, as it directly impacts user experience and conversion rates. This is especially important since search is the most common method for product discovery.
For goal-oriented shoppers, showing specific products based on their search terms is essential.
While experiential shoppers may search less frequently, providing relevant results that spark interest and encourage browsing remains essential.
That's why it's crucial for Korzinka Go to improve the search experience:
Add search suggestions to speed up the process and help users refine their queries
Display relevant categories in search results to encourage browsing
Importance of Error-Tolerant Search
The search function should be forgiving of mistakes and still show relevant results, as shoppers may make typos when placing orders in different situations and environments.
Next Steps
Enhance social proof by providing insights from previous customers to help potential buyers assess product quality and reliability.
Customer Reviews: Authentic reviews from previous customers offer valuable insights into real-world product experiences.
Customer Ratings: Enable shoppers to make faster and more informed decisions.