Systembolaget

Systembolaget is the monopoly distributor of alcohol beverages in Sweden. Their goal is to minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.

Project goal

How to improve Systembolagets search & find app

A selection of methods

Usability tests (x2)

Recruiting users

MVP

Closed card sorting

Tree sorting tests

Prototyping in Figma

My role

UX designer (intern)

Time frame

2 months

Challenge

Systembolaget’s app ‘Sök och hitta’ (translation search and find) had an old foundation and Systembolaget was aware that the app had many UX shortcomings. The project included me to do usability tests and come with suggestions for improvements.

Target audience

People over 20 years old, although it was important to include people of all ages and android/iOS users (but preferably more iOS). Both people who had experience using the app and who had never used the app was of interest.

EMPATHIZE

Learning about the audience.
For whom are you designing?

App reviews

In order for me to get to know Systembolagets users and before structuring questions and scenarios for my usability tests I decided to read public reviews (no more than 6 months old) in both Google play and Apple store. When reading and structuring the reviews, it was clear what users were missing.

Insights

Make orders through the app

This was the most popular demand by far. Some even took that function for granted writing they couldn’t find where you ordered beverages. (you can only search & find in the app, not purchase nor make orders). 37% from app store reviews specifically wished for an order-function in the app.

Sharing your lists

Some mentioned that they appreciated the list-function but wanted to be able to share their lists with other users.

Rating in iOS

Users were expressing a wish for a rating system. (ratings were already implemented but not visible in the app)

Quotes from two reviews

“It’s not possible to find how to order from the assortment, isn’t that what you use the app for?”

“The fact that you can not order makes this app unnecessary”

Usability tests

In total I made 10 usability tests with people from my personal network. Age range was 26-63. In total there were 4 new users who never used the app before and 6 who have used the app before, but only 2 of them use the app regularly.

Scenario

Participants were given the following scenario before starting the tasks:

You will have some people over for dinner and serve vegetarian food. You need to plan your purchase at your nearest Systembolag. You want an organic wine and buy a lager (beer) that is suitable for vegetarian dishes.

On the product page:
What would you do if you wanted to review this drink? You want to add the beverage to a list, what do you do then?

From the start page:
Pretend that you are now in Systembolaget and you have picked up your beverages in the shopping cart and you want to check your goods from the shopping list, how do you do that?

Success criteria

From the scenario, I wanted to see how well the users “succeeded” in using the app and its functions.

How does the user search and/or filter?
Does the user understand how to sort their search results from the ‘Your Store’ tab?
Does the user understand how it reviews beverages?
Does the user understand how to add the items to the shopping list?
Can the user find the saved / reviewed drink?
Can the user find the shopping list?
Do they know how to check in the list?

DEFINE

Redefining and focusing your questions based
on your insights from the empathy stage.

Insights

What was easiest?

Search beverage
Users appreciated that it went fast
They liked the filter function “Passar till” (“suitable for” eg vegetarian)

A picture of a Excel sheet which shows the hypothesis validation of the usability tests

Here’s a picture of my hypothesis validation.

What was the most difficult for users?

See your lists from the product page
From the lists, go directly to the product page, not a picture.
Users wanted to choose a store before going to search results.
Not being able to choose several product groups (eg red + white wine).
Users didn’t understand that the star was for saving, not rating.
Users wanted to work their way downwards and see the results at the bottom, not on a next page.
1/10 users used the “information” section in the menu.
The senior users expected that you could search for other things than beverages in the search box.

IDEATE

Redefining and focusing your questions based
on your insights from the empathy stage.

Navigation bar

These are print screens from the old app. The android version (to the left) had a hamburger menu at the top left and the iOS-version had a bottom navigation bar.

I had an android and noticed that the top left menu was difficult to reach with my thumb. Therefore for ergonomic reasons I decided to design the app with a bottom navigation bar for both Android and iOS. There was also a risk that users wouldn’t know what options they had since the menu was “out of sight out of mind”.

Options in navigation bar

I saw that there was an option called “Information” in the navigation bar and I questioned the purpose of it. It also showed that only 1/10 used the information option in the usability tests. After speaking with my supervisor I decided to remove “inforamtion” and distribute parts of it to other places in the app. See picture below how I distrubed the content:

Attn: I also decided to move “Favourites/saved” from Lists to My Profile.

Optimal workshop: To validate that the new menu structure is logical and would work I used Optimal Workshop and asked users to find "Saved favourites" or where to find their closest Systembolaget.

New menu designs

Without the shopping cart

With the possibility to order/buy through the app

Page updated

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