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Project Overview
A 'World First' app that completely re-imagines the online shopping experience, by throwing out all of the standard e-commerce conventions and starting from scratch. AisleOne by Aussie Farmers Direct, is a true virtual shop optimised for touch-screens that makes customers feel like they’re physically standing in a supermarket.
Project Commissioner
Project Creator
Team
Gomeeki & Aussie Farmers Direct Product, Developement & Creative teams
Project Brief
Gomeeki was asked to work with Aussie Farmers Direct to create 'AisleOne', the world’s simplest way to shop online. AisleOne had to be Australia’s easiest, quickest and most intuitive online shopping experience.
The User Experience needed to be designed in such a way, that someone with little or no computer experience could pick up the app and start using it immediately.
Aussie Farmers Direct is an online retailer dedicated to supporting and sustaining Australian farmers by offering delivery of 100% Australian fresh food to more than 100,000 homes across Australia. It is already Australia’s most convenient shopping experience, with no delivery fees and no need to be home waiting for your order to arrive.
Gomeeki was given the task of re-imagining the online shopping experience to create a true virtual shop, optimised for touch-screens to make customers feel like they’re physically standing in a supermarket, selecting their groceries...and so AisleOne was born.
Project Need
AisleOne aims to transform the way Australians shop for food and groceries online.
By doing away with cluttered search boxes, detailed product lists, and confusing text-based navigation that are typical of online shopping sites, users can have little or no computer experience, allowing them to shop in three simple steps:
• “scroll and stroll” through the virtual shop;
• “click and pick” products off the shelf for a closer look; and
• “drag and drop” items in to your basket
It is the first online shopping platform to take the best aspects of physical retailing and recreate them digitally. It’s such a fun and engaging user interface, expected to drive a new wave of customers to the business who prefer the app’s simplified yet thoroughly immersive approach to online shopping.
The launch of AisleOne also marks Aussie Farmers Direct’s first entry into the digital marketing space. It is currently in talks with a number of businesses to white-label the AisleOne platform, opening the company up to new revenue channels outside of the online food delivery business and potentially changing the way online shopping apps are designed and used, throughout the market.
User Experience
AisleOne has been designed so that someone with little or no computer experience can pick it up and start using it immediately.
Browsing through each virtual aisle is as easy as swiping left or right across the screen. You can tap on any item to reveal detailed product information, and adding items to the shopping cart is as simple as dragging it down into the shopping trolley. The use of gestures such as swipe, drag and drop, and pictures to stimulate actions, have been favoured in place of the buttons and text you might find in a traditional online shopping experience. It even contains gamification elements and sound to entertain the user and emulate the atmosphere of being in a supermarket but with the convenience of online shopping.
AisleOne keeps the best aspects of online shopping tucked away discreetly. A search button in the top left corner enables customers to search for items by text. Customers can jump to specific aisles using the aisle markers on the top bar, and also schedule items to be automatically ordered on a weekly or fortnightly basis.
To develop this world first virtual shopping app, Gomeeki conducted one-on-one workshops with users during the development process. Users were filmed navigating through AisleOne for the first time, uninstructed and then also interviewed about their experience of the app. The findings provided wonderful insights into how AisleOne could be optimised for a beautiful user experience.
Project Marketing
Aussie Farmers Direct have had full ownership in the marketing of their brand new AisleOne Virtual Shopping App. They have used several channels to create awareness and build adoption, including:
* Editorial and interviews for a PR campaign with 21 leading Australian media publications and blogs.
* Brought on Brand Ambassador Natalie Gruzlewski for video content, introducing AisleOne to new and existing Aussie Farmers Direct Customers, via youtube and the homepage of their website and social media pages.
* Refer a friend incentives amongst Aussie Farmers Direct existing customer base, to expand awareness and adoption of Aussie Farmers Direct products and services and give further exposure to the new AisleOne app.
The marketing message communicates a sense of fun and wonder to potential and existing Aussie Farmers Direct customers, encouraging them to try out this brand new way of shopping online. AisleOne has already exceeded 2,000 downloads after just over one week since it's release.
Project Privacy
Not Applicable: Aussie Farmer Direct privacy policy was built into the AisleOne app using their existing API's.
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