Migros Online

Migros also delivers its groceries and near-food products directly to your doorstep. Orders are placed via the mobile app or the website. Milk Interactive was involved in the first months of the project in an advisory and executive role in the areas of conception, UX research, design, identity and staffing.

Data architecture

The small screens of mobile devices require the content displayed to be stripped back to the essentials. In addition, information must have a clear hierarchical structure to allow it to be absorbed and understood at a second’s glance. Together with the Migros data team, we developed concepts for the tailored display of products at different levels of the information pyramid, enabling users to quickly absorb what was in front of them without the risk of confusion or mistakes. This included the display of prices, labels, nutritional value tables and more. These concepts were verified and fine-tuned in user tests.

Customized UX for more efficiency

What resulted was a grocery shopping app for Android and iOS that delivers a simplified, streamlined shopping experience thanks to customizable filters (vegan, lactose-free, etc.) and product suggestions based on user preferences.

In addition, we contributed to the development of a number of concepts that are still integral to the app today. These include the ‘Smart-Replacer’ - which suggests suitable alternatives for products that are currently unavailable - and the ‘Shopping Modes’, which display available products in order of relevance for the delivery method and delivery time chosen by the user.

Credits

Our services: Initial concept, ideation, UX research, design, identity, staffing
Customers: Migros, ieffects AG