Kim'C Market Redesign

Transforming the online grocery experience through exceptional user engagement

Kim’C Market is a Korean online grocery that delivers the finest quality food and ingredients from Korea to your door. This case study focuses on retaining customers and increasing conversion rate.

People want to enjoy their childhood delicacies without having to travel or import food from the other side of the world.

My Role

I’m analyzing the Kim’C Market website, tasked with improving customer retention, reducing cart abandonment, increasing conversion rate, and improving the general shopping experience.

In this case study, I’ll walk you through the shopping experience as a new user, from visiting the landing page to cart checkout, including purchases of items in different categories and how they affect the user flow.

Metrics and Research

I wanted to learn more about how users navigate store categories, how much time or effort they spend researching a product, and what results in a successful checkout.

Research Plan

Target audience: New users who were interested in purchasing Korean groceries, but did not purchase items.

Metrics: Time spent and actions performed on each page while building a cart, viewing the cart, and the checkout process.

🔑 After synthesis of metrics, I found a few key takeaways

People only like to buy certain Korean food

There is a large selection of food and other categories in the primary navigation, but 80% of them had no clicks.

Difficult to keep inventory of popular items

A lot of popular food items on the landing page are out of stock without having a quick way to set stock reminders.

Minimum order limit can be confusing if not done right

Food comes in two categories: regular and frozen. Each has a minimum order requirement, which can be a deterrent for customers.

Competitive Analysis

I wanted to explore how other grocery stores find and retain users that are willing to place repeated orders, while not being driven away by a large selection of items

Store \ Feature	Quick Categorization	“Notify me” for stock	Minimum order indicator	Discount for repeat orders	Gifting System
Kim’C Market	❌	❌	❌	❌	✅
Weee	✅	✅	✅	✅	❌
Unamicart	✅	❌	✅	✅	✅
asianfoodgrocer	✅	❌	❌	❌	❌
flybyjing	✅	✅	✅	✅	✅
bokksu	✅	✅	✅	❌	✅

I conducted a feature inventory to identify how other grocery stores create lasting customer relationships. I examined the strategies they use to build impressions and foster loyalty.

Based on the insights, I explored how other niche grocery websites deal with categorization, inventory reminders, and minimum order limit.

Drop-down Navigation

The drop-down navigation is essential, and is the primary form of navigating this website to discover categories.

Existing Problem

The drop-down navigation includes a large list of items under the header "All". However, there are redundant labels that represent "View All", which can be confusing and lead to choice overload. For example, "Rice", "Freshly Milled Rice", and "Prepackaged Rice" all appear as separate options in the primary navigation.

Current Metrics

15% ⬇

People would choose to exit the website due to choice overload

40% ⬇

People would end up not making a choice after browsing

💡Solution

A prominent best seller section, resembling a hero, is displayed. Appetizing images, large touch targets, and a visual hierarchy make it easier for users to make quick decisions. Arrows can be used to truncate lists and reduce choice overload. It is recommended to display the best sellers within each category first. Labels such as "All Categories" make it clear that the dropdown menus in the header are for category navigation. Icons can be used instead of text decorations, which could potentially change the meaning of the UI element, to draw attention to promoted categories.

The improved best seller section, labels, and categories are also applicable to the mobile version of the website.

Improved Metrics

10% ⬆

Increased retention on the first stage due to clearer choices

40% ⬆

People would choose one of the top categories and proceed to the next section

Inventory Reminders

An option to quickly remind the user when an item of interest comes back in stock is essential if it’s difficult to keep up inventory. Flexibility and efficiency of use will lead to frequent usage.