Project: Grocery App UX Design

Location: Select U.S. Metropolitan Markets

My Role: Interaction Designer as part of Designlab Course 

Duration: 4 weeks 

Scope: ​

  • User/Company Goals

  • Competitive Assessment

  • Product Requirements

  • Card Sorting Exercise

  • Sitemap/Information Architecture

  • Wireframes

  • User flow


The Challenge

  • An urban grocer, faced with decreasing sales and a shrinking market share sought a web- and mobile-based application to meet the evolving shopping needs of their target users.

The Research


  • I reviewed existing user personas and company challenge areas to chart goals—separate and shared.

  • I performed a competitor assessment, thoroughly exploring 3 competing mobile apps in the grocery delivery space, noting onboarding requirements, user flow, overall aesthetics, key features and the experience challenges I faced as a user.

  • Before creating a sitemap, I performed a card sorting exercise with 3 people in the target user base based on demographics [urban dwellers, under 40], and psychographics [frequent restaurant diners, time-pressed, less value-conscious and more convenience-driven, seeking to multi-task and order groceries for delivery while on the go]. This exercise showed me how consumers categorized/grouped site inventory items.

The Design

  • Pairing insights from the card sorting exercise and competitor analysis, I created a sitemap to articulate the relationship of all content.

  • With our user persona in mind, I answered detailed questions around the context of use to clarify how, when, where and why the app may be used so that our design could reflect all associated needs. I then drafted a user flow outlining the paths associated with task completion. 

  • Based on the user flow, I first created sketches, followed by wire frames for required pages. I then integrated the wireframes into a user flow based on the simple task of selecting, purchasing and paying for grocery items.

  • Last, I highlighted design patterns relating to navigation and form usage to further explain interaction and UI approaches in the Good Market app.

The Outcomes


  • As a design exercise, this allowed me to apply my strategy and research background to product development. It also inspired me to take a User Interface design class so that I can create higher-fidelity prototypes and articulate design vision with ease.

© 2020 by   |

  • Grey LinkedIn Icon