UX Review of Weee App — Grocery App for Asians in North America
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Weee has been in news recently. As reported by TechCrunch, Weee raised $425 million in Series E. Weee wants to be one-stop-shop to buy Asian groceries in the US. Besides Walmart , Asians in the US can be found scouring for their favourite food from back home in international marts and local community stores. When I was in the US, I would frequent local Indian shops to get Indian spices, veggies, ghee etc. The Indian shops that I used to visit even kept Ganga jal! Weee is bringing all this online through its Weee app! I did a UX review of the app. You can see the detailed review of the app on Youtube or read the article below to see the good and bad of Weee’s UI!
Let us start with the good!
Onboarding Flow
Weee has great user onboarding flow. Onboarding flow clearly specifies the customer segment that the app is for. It then mitigates any apprehension that a new user may have on delivery, pricing or quality of the product.
Now that the user has been onboarded and logged-in, you want to retain the user and give them an opportunity to try your core experience. App reiterates 1 Month Free VIP pass, and also offers a $10 off for first transaction. Both these options are prominently displayed post the user onboarding.
Home Page
Weee’s Home Page is very thoughtfully designed. They offer shop by categories and cuisines, have great curation (Great Deals, Editor’s Pick, DIY, cross selling user with ‘The Taste of Korea’), and also show cases variety of products that the app has through a recommendation section (which works like a product listing page with infinite scroll).
Community
This is one of the most interesting features of the app. Users can post images or short video of recipes or unboxing and even tag the products used in making the video. A vibrant community can help you with all 3 — engagement, retention and acquisition.
Let us see a few things that app can improve!
Signups
Signups can create friction and are not often without hiccups. Weee app asks for signup immediately after onboarding screen. This is too early in the journey. Users can signup using email, phone or social accounts. Weee serves a niche market. Getting signups from user helps it find other similar users which otherwise could be harder to find.
Checkout
If you add both grocery and snacks on your cart, you are presented with two checkout options which is anti-thesis to one-click checkout experience. Business rationale for doing this is probably clear (groceries are being delivered from local partners), but this is lot of friction for the users.
Copy
A few places copy can be improved. “Shelf-stable essentials” is a bit of tongue twister and immediately apparent. Similarly Weeebates offer has a 4 step process and I felt that copy could be improved to communicate the way to redeem the offer.
All in all it’s a great app! The app has lot of growth potential in terms of adding more categories, expanding to more communities (e.g. South Asian communities) and solving multiple other commercial needs and services of the Asian communities. Check out my video review here or try out the app yourself here.
GET IN TOUCH: If you have any questions or suggestions on the user experience, do share in the comment below or DM me on Twitter @sinhaprats
