Overview
This project was undertaken before the widespread adoption of online grocery shopping, the COVID-19 pandemic, and the ability to use SNAP benefits online. To position Rosie as a candidate for the USDA pilot program enabling SNAP beneficiaries to purchase groceries online, we needed to first integrate SNAP as a payment option on the platform.
My Role: Creative Director, Graphic Designer, Experience Designer, Developer Liaison
My Tools: Adobe Illustrator, Adobe XD, Jira, User Interviews, UX Testing
Challenge
The primary challenge was to develop a solution that balanced the needs of both grocery retailers and shoppers. Retailers were hesitant about picking orders without having a confirmed card on file, fearing potential losses or operational inefficiencies. Yet, the customers who would utilize the SNAP payment option typically did not have a debit card that could cover the cost of their groceries.
Background info
In a typical month, 40 million Americans - representing about 10% of the total grocery industry in the USA, participated in the Supplemental Nutrition Assistance Program (SNAP). This significant audience highlighted the importance of designing a solution that addressed both retailer concerns and beneficiary needs.
Solution
We created an online shopping experience tailored to SNAP beneficiaries, allowing them to pre-order groceries for pick-up. This approach provided beneficiaries with convenience by saving time in the store and reducing impulse purchases. Limiting the service to pick-up orders reassured retailers, as they could verify payment at the point of handoff, ensuring a seamless and as mutually beneficial solution as possible at the time.
Outcome
We successfully implemented an online grocery shopping experience that enabled SNAP participants to use their benefits seamlessly. This achievement directly contributed to the USDA announcing Rosie Retailers, Dash's and Hart's, as pilot stores for using SNAP benefits online.
User Research
To ensure the solution met the needs of all stakeholders, I conducted in-depth interviews with long-term SNAP beneficiaries and grocery store managers. These conversations uncovered the unique needs and concerns of both groups, providing critical insights into the user flow challenges.
The research revealed three potential options for how the user flow could function. Unfortunately, the ideal solution—allowing customers to use SNAP benefits directly for online transactions—was not feasible due to technological limitations at the time.
Balancing the priorities of both personas required compromises to the ideal user journey. After careful consideration, Rosie pursued a third option: customers would cover the cost of their orders upfront using a debit or credit card. This approach offered a practical and immediate solution while addressing retailers’ operational concerns.
User Flow Details
Once enabled, a "SNAP" icon appears on the product tiles of SNAP-eligible items, providing clear identification for conscientious shoppers. This feature helps users easily recognize which products qualify for their benefits, streamlining their shopping experience.
In the shopping cart, products are organized to distinctly display SNAP-eligible items alongside non-eligible items. This layout clearly communicates the total cost of the order, including the amount the shopper will need to cover out of pocket.
If "Pay with SNAP" is selected, a notification card appears, informing customers that the entire order will initially be charged to their card. The payment type can then be switched to SNAP benefits during in-store pickup, ensuring transparency and convenience throughout the process.
