Skroutz Groceries: Driving a 15% AOV increase
Redefining the online grocery shopping experience through integrated recipes and seamless cart building.
Company
Skroutz.gr
Founded
2005
Industry
E-commerce
Revenue
€132 million (2024)
Company size
400+
What is Skroutz?
Skroutz.gr is Greece’s leading price comparison and online shopping platform, as well as the country’s 4th most visited site. It helps users discover, compare, and purchase products from thousands of online stores while offering detailed reviews, ratings, and secure purchasing options.
Skroutz Groceries is a vertical within Skroutz, aiming to make online grocery shopping as seamless and engaging as possible.
My Role
As a Senior Product Designer, I was responsible for defining the problem space, setting the product direction, and ensuring timely, high-quality execution. My role spanned from user research and ideation to design execution and collaboration with cross-functional teams. I worked closely with the CEO, engineers, product managers, and UX researchers to integrate recipes into the shopping experience, making grocery shopping more interactive, engaging, and seamless.
The Problem
Skroutz Groceries faced several challenges 1.5 years after launch. User engagement and retention were lower than expected. The experience lacked the seamlessness and convenience users expected from an online grocery platform, leading to friction in the shopping journey. Additionally, the platform needed to better differentiate itself from competitors to drive sustainable growth. Our team set out to tackle these challenges and redefine the Skroutz Groceries experience.
Strategy
Making grocery shopping simple and more engaging
Instead of simply improving the existing UI/UX, we reimagined how users explore groceries - by integrating recipes directly into the shopping experience.
To make grocery shopping more interactive and effortless, we introduced a feature allowing users to:
Discover engaging recipes curated by a professional chef.
Instantly add all ingredients to their cart with one click.
Customize their shopping list, swapping ingredients for alternatives based on brand preference or dietary needs.
Execution
Content collaboration: We partnered with a well-known YouTube chef to quickly populate our recipe database with engaging, high-quality content.
Rapid prototyping & user testing: We built an early prototype and conducted user interviews. Feedback revealed a preference for quick and easy recipes with minimal ingredients, shaping our content strategy.
UX enhancements: We introduced badges displaying preparation time and calories, helping users make informed decisions at a glance.
