UX Research & Design
Improving the shopping experience for still good
Nadia Burger
Sep 10, 2025
Summary
still good is a newly launched startup in South Africa, primarily aimed at connecting grocery outlets looking to reduce waste with value-conscious families.
In July this year, they approached me for a UX audit of 3 screens in their key mobile web user journey in order to identify potential conversion bottlenecks or usability issues.
I conducted an analysis of their brand positioning, core user persona, user journeys as well as UX heuristics and best practices, and was able to identify several friction points. I then crafted improvements to the 3 core screens, with expected ROI for each recommendation.
Above: The 3 core screens including the Home screen, bag detail screen and Order detail screen.
The Challenge
Still good did not yet have analytics data, but did have some user feedback that they shared with me around missed collections. I therefore based my audit primarily on UX heuristics, best practices, market research and understanding their core user psychology.
Research Process
Onboarding / home screen
Key problems
No onboarding experience or value proposition to orient a first time user
The location filter includes multiple steps and takes up a third of the screen real estate
The store-focused presentation creates a text-heavy interface and cognitive overload, likely causing a time-constrained user on their phone to miss important information
The very prominent orange elements create a confusing visual hierarchy
Solutions
To solve the problem of orienting new users, I introduced a welcome modal that communicates the value proposition (expected conversion lift of 25-40% based on research) and also gives the user a secondary CTA pointing to the existing onboarding flow, which currently lives in the hamburger menu.
If the user selects the primary CTA "Find stores near me", they are taken to a second modal and offered a "Use my current location" button with label and contextual help icon. The manual multi-step location filter is offered as a second fall-back option.
Once the user reaches the home page, the location selection collapses into an unobtrusive location bar, allowing the user to update their location at any time.
I also updated the store-focused cards to bag-focused cards as this is the most common pattern in the market, allowing for vibrant food/product photography to align with the very visual way users prefer to shop for food, as well as solving the current issue of empty stores.
Bag detail screen
Key problems
Finally, I researched current UX best practices from reputable sources like the Baymard Institute, Norman Nielsen Group etc.
Solutions
Finally, I researched current UX best practices from reputable sources like the Baymard Institute, Norman Nielsen Group etc.
Results
Once a new user selects a bag they have to go through a high-friction profile creation and payment flow with no upfront indication that there is a time limit