How should Instacart inform improvements to its personal shopper onboarding process?

2 UX Researchers

1country: Australia

  • Auto-ethnography
The Opportunity

Instacart’s mission is to create a world where everyone has access to the food they love and more time to enjoy it together. Instacart allows customers to order groceries from participating retailers, via its website or app, and have the produce selected and delivered by a ‘personal shopper’. Serving more than 5,500 cities across the US and Canada, and delivering millions of orders every year, Instacart is the world’s largest online grocery service. The brand’s opportunity is to replicate this success across new regional markets. intO was appointed to help the brand improve the sign-up experience for prospective shoppers in Australia.

Our Approach

intO used an auto ethnographic approach to explore each step of the personal shopper’s sign-up journey. Two of intO’s Local Researchers in Australia (with specialisms in UX research) engaged with the onboarding experience of Instacart, and two other gig economy players operating in the region. Our researchers captured their experiences by taking screenshots of every detail and annotating them with contextual and technical perceptions and observations. These were instantly added to a dynamic online board that built an incredibly detailed picture of the process.

Business Impact

The agile nature of this project meant that weekly readout and Q&A sessions were held throughout the project. This enabled the Instacart team to engage, react and adapt the scope of the project, and their in-house work, as the project evolved.