Coop Mad


2 Service Designers

My tasks

User research(quantitative, qualitative), UI/UX(Prepare prototypes, flowchart), Remote/paper testing.


User research, app prototype

Intro – Project scope.

The problem

As a service designer, I was tasked with creating a service for online grocery shopping for a large grocery store in Denmark. The goal of the project was to make it easier for customers to shop for groceries online and have them delivered or ready for pickup at a convenient location.

What is Coop Mad?

Coop is a large organization, that has several shops: Super Brugsen, Daglig Brugsen, Kvickly, Fakta and Irma, and including here also Coop Mad.

Emphatize – Surveys&Qualitative interviews.

To begin the project, I conducted user research to understand the needs and preferences of potential customers. This included conducting interviews with customers, analyzing data on current market trends, and reviewing the competition.
Our team conducted an online survey, mainly to gain general insights of Coop customers, and to find participants for our interviews. From the surveys, we contacted people, who provided their contact information, to invite them for interviews in person.
In-depth interviews were a big part of the research process, as well as shadowing. That let us gain deep insights into the customer point of view. We got familiar with the online grocery shopping customers, that helped us to empathise with the users.
One of the interview participants below, at a cafe, looking at the Coop Mad website:
Our research showed several interesting insights, here are some of them, that helped us to find the main problems of why target audience isn’t drawn to current service solution:
– Online grocery shopping customers are generally busy and they like to save time.
– They prefer to use mobile phones over desktop for online grocery shopping, and Coop Mad isn’t offering a mobile solution for their service usage.
– Customers are struggling with the Coop Mad search function, it is hard for them to find products.

First prototypes+Test.

Based on this research, I identified several key features that the service needed to include in order to be successful. These included the ability to browse and search for products, create and save shopping lists, and easily place and track orders.

I then worked with the team to create wireframes and prototypes to test and iterate on the design of the service. We conducted usability testing with potential users to gather feedback and make any necessary adjustments to the design.

The Solution – Coop on the go

Digital prototype.

After evaluating the paper test, a digital prototype was created in order to test the app part remotely of the concept with users. It showed great results and feedback, showing us that it is a user friendly solution.

Decision, to test the app remotely was made, because there are several benefits of remote testing.

1.Users feel more comfortable in their home environment.

2.They can use their own device.

3. We afterwards receive data in numbers – how long it took for them to find something.

4.Heat maps show where the user clicked, and how we could improve the usability.

As the UX/UI in the team, I was the driver behind the user tests. I created this prototype and prepared the digital test. After that, together in the team we sent out the link to test participants.

Coop on the go is a service that helps families and couples to do shopping in an easy way. The service helps them doing grocery shopping fast and save time that they can use with their loved ones.

The main feature is that the app categorizes groceries into different sub-categories, from which you can choose different products, in this way making it much easier for the customer to find desired products for each occasion, such as if you’re shopping for weekdays, or weekends.

As our research showed, a lot of people use shopping for events, therefore we developed a part of our concept, that is particularly focusing on boxes that are made for events – we called them theme boxes.

Each theme box comes with different products, gathered for that specific event.


A flowchart of the app was developed – here it shows the existing screens, with the main functions, that were tested and the additional screens, that can be further on developed.