Project Background:

As part of my Technology Intensive course in the MICA Master’s of Professional Studies in User Experience Design I was tasked with the following challenge:

Identify opportunities to refine a pre-existing service that provides customers with an accessible, customized grocery shopping experience based on criteria including dietary choices and food access. Using your user research findings, suggest and develop at at least two means to improve the online grocery service and/or app’s user experience that best serve your target audience’s specific goals.


Diabetes is very prevalent in the United States. The Diabetes Research Organization reported 34.2 million people, or 10.5% of the U.S. population, have diabetes. With 13% of African Americans in the U.S. population being diagnosed with Diabetes. In addition the CDC reported that Diabetes was the 7th leading cause of death in the U.S between 2016– 2017.

Tools Used:

Desk research of the field,  Survey Monkey,  Zoom (Remote Interviews and Usability Tests), Figma, Powerpoint



During a 6-week discovery phase I investigated Instacart target audience  through remote interviews and surveys. From our analysis, we derived key personas and user profiles. We also documented in-depth competitive analysis along with a heuristic audit of the current app. During the second 6-week phase, I developed user stories that led to an MVP based on my hypotheses. Prototyping in three rounds, we validated through user-testing.

Final Outcome:

The key takeaway is that Instacart has become a highly favored application for grocery delivery, but has an opportunity to provide features for health conscious shoppers. In a time that limits outdoor activities, but advocates convenience shoppers were looking for effective ways to compare similar items to make the healthiest choice. 

For next steps, we would continue to expand the features of the high-fidelity prototype and identify core traffic vehicles toward a beta test deployment with a limited customer segment






Most Important Value Proposition for shoppers: 

Convenience of online shopping, consistent quality, variety of product, discounts, and expedited delivery.

Biggest pain point for shoppers: 

Not being able to physically interact with the product, issues with delivery, and limited inventory.



I interviewed 3 people who fit the target profiles and also gained  insights from 10 participants that responded to a survey administered through Survey Monkey.

  • All online buyers shopped for themselves
  • All shoppers bought groceries at least twice a month
  • All buyers look at nutritional facts and price when comparing products when shopping


Amazon is the market leader for online grocery delivery, boasting offerings through its Prime Pantry (U.S., Europe, and Japan) and AmazonFresh (regional) programs. Amazon’s 2017 acquisition of Whole Foods created better access to quality meats and produce.

Postmates is a company developing an urban logistics and on-demand delivery platform. It enables users to ship items within the city for same-day delivery. The platform connects customers with local couriers, who can deliver goods from various stores or restaurants. Postmates empowers communities to shop local with no waiting and businesses through Postmates API to offer delivery.

Blue Apron is a grocery delivery company focused on providing customers with pre-measured ingredients and recipes to prepare meals at home.

Walmart offers free, same-day delivery in hundreds of U.S. cities through its Walmart Grocery program



Solution | Comparison

Currently Instacart does not provide a way for customers to compare two similar items on their website. Customers tend to compare items before purchasing it in store. By adding a comparison feature, customers can quickly compare two items based on price, nutrition, and size