Grocerize:
Because groceries shouldn't be a struggle…
Role
Product Designer
Industry/Org
Ecommerce (Food Sector)
Timeline
Feb - Apr 2023
Project info
Scope of Work
Through end-to-end project ownership, I designed mobile native application serving the needs of busy Ulaanbaatar residents and the potential target group of 107,000 people with disabilities.
Challenge
Ulaanbaatar’s residents spend up to 2.5 hours per day in traffic, especially in the winter months, making in-person grocery shopping difficult and exhausting. Existing grocery apps only served users within a 1-mile radius and didn’t account for these edge cases.
Solution
The app extended delivery zones to 3+ miles through partnerships with local stores and implemented route optimization for 30% faster delivery.
User Research
I thought of my personal struggles in grocery shopping as a busy professional to emphasize with users. Then, I segmented the user into 2 main groups: disabled people, and busy professionals in a city with little disability-friendly infrastructure, and heavy congestion.
User Persona
Based on problem identification, I mapped end-to-end flows optimized to reduce cognitive load, with minimal screens and actions needed to complete an order.
Problem Statement
Saruultuya is a resident of Ulaanbaatar with a mobility impairment who needs an accessible grocery delivery service because the city’s poor infrastructure and limited disability-friendly facilities make it difficult for her to shop for essential items independently.
User Flow
Design Process
I quickly tested layout concepts with cross functional teams, and developed a final wireframing prototype featuring oversized buttons, thumb-zone-friendly layouts, happy path and edge cases on order failure.
Paper Sketches and Ideation
Wireframing
To support the company's fast-paced product launch goals, I also worked on Grocerize's branding guidelines. I developed a design system with consistent UI components, typography, and color schemes to create a fresh and approachable identity on the logo.
Design System
Final Design and Interface
Welcome Walkthrough
User Sign up
Home Page, Explore, Favorite, and Product Description
Account Profile, My Cart, and Check out
Result
Grocerize tackled two key issues in Ulaanbaatar: daily inefficiency and digital inaccessibility, helping residents save time while improving independent access to daily essentials.
+5 hours saved
per week saved in grocery shopping time
3x wider zone
delivery coverage beyond standard 1-mile limit
Disabled population of 3.5%
is provided with accessible grocery delivery option
Testimonials
🙋🏻♂️
Busy Professional
who works in Fintech
👩🏻🦰
Individual with mobility issues
💁🏻♀️
Toddler Mom
who works in Education