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Conduct a comprehensive analysis of existing grocery delivery solutions — examining user behavior, market standards, service pain points, and UX patterns. Identify the needs of key user segments and define opportunities for improvement. Based on these insights, design a seamless, scalable mobile application for a modern supermarket delivery service.
Task
NOSHIN
Self-Initiated Product Design
Project
Product Design
UX Research
UX/UI Design
Information Architecture
Prototyping
Design System
Usability Testing
Light & Dark Themes
Services
Figma
FigJam
Google Sheets
Miro
Recraft
ChatGPT
Tools
Research → UX → Prototyping → UI Design → Testing
Process
year 2024
product design
mobile app
personas
As part of the UX research, the target audience was divided into four key groups based on lifestyle and consumption habits: women with children, professionals with a heavy workload, freelancers, office employees.

For each group, a detailed persona was developed to reflect their goals, motivations, behaviors, and pain points. This segmentation helped tailor user scenarios and product features to real user needs.
Lucy
Homemaker, 39 , $
Motivation
Order groceries to be delivered home, as it’s hard to carry bags herself, and it’s faster to find discounts

Expectations
Wants food delivered to her door as quickly as possible, no issues with payment, wants to use discount codes, and receive groceries in good condition


Andrew
entrepreneur, 42, $$$
Motivation
Order groceries and essentials with home delivery, as there’s no time to go to the store and stand in line

Expectations
Expects food to be delivered to the specified address during the selected time window (possibly several hours), with online payment via linked card for convenience. Hopes the app has a convenient catalog where quality (premium) products can be easily selected
Laila
sales manager 30, $
Motivation
Order an affordable lunch set and some groceries with delivery to the office. Leads a healthy lifestyle and watches her diet.

Expectations
Laila wants food delivered during her break, fresh and compliant with her healthy diet. She orders from the app because it offers ready-made lunches cheaper than restaurants.
Denis
freelancer, 24, $
Motivation
Wants to order groceries and ready-made meals to home, rarely goes outside, prefers not to communicate online or be in crowded places.

Expectations
Expects the app to have a convenient online payment form, ability to leave comments or chat with delivery, and wants food handed over at the door. Also wants less communication
user flow
I conducted interviews with four representatives of the target audience to better understand how they approach grocery delivery and which moments in the process trigger negative emotions.
In addition to the interviews, I carried out a functional analysis to identify gaps and opportunities in existing solutions.
Based on the insights gathered, I created the Customer Journey Map and User Flow.
collection
Cart / Filters / Checkout Process
Product Page
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