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2019
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A personal trainer tracking app
About
Bites crafted to enhance the grocery shopping experience, offering a seamless platform for customers to discover deals, track loyalty points, and access personalized promotions. My role focused on transforming this vision into a user-centric product, from conducting research and ideation to delivering a functional and visually engaging prototype
My role
/01
Conducted user research and interviews to identify key requirements
/02
Designed user flows and a functional prototype
/03
Created a style guide for the product
/04
Developed the UX/UI design for the MVP
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Personas
I came up with three different personas based on feedback from close friends and family who’ve used the app, plus input from a new user giving it a go for the first time. By diving into their habits, what they love, and what annoys the hell out of them, I was able to shape the app to feel more intuitive and rewarding for all kinds of shoppers.
Adam, 26
Graphic designer
Adam, a graphic designer, frequently shops at Village Grocer for his groceries. After introducing him to the app, he’s been actively using it for the past week.
Eva, 47
Housewife
Eva is a work-from-home mom who regularly does her grocery shopping at Village Grocer. She’s new to the app and has been using it for about a month now.
Amanda, 29
Accountant
Amanda works just above Publika and often stops by B.I.G Supermarket to grab some groceries before heading home. She’s a daily user of the app.
Pain points
After creating the personas, I conducted interviews with each of them to dig deeper into their pain points and uncover opportunities for improvement. These conversations gave me valuable insights into their frustrations, needs, and expectations. Using this feedback, I sketched out user flows to visualize their journey within the app and noted key areas to refine for a more seamless and satisfying experience.
Pain point #1
Improper user flow
One of the comments that i received from 2/3 of the users are the pages in the app are cluttered all over the place with nothing centralized. They were expecting a home page with all of the content to be easily accessible from the page itself. The landing page is the barcode page while the rest of the pages are in the side menu.
Pain point #2
Difficult to track the points and rewards
​All of the people who participated in this research were confused as to how do they know their own points on the landing page. The plain text made it hard for them to understand. It only says “Point Balance” with no additional context.
Pain point #3
No profile page
​There is no proper profile page. The user would be directed into an edit profile page and see all of their details there with no indication of their progress
Original app flow
Established a landing page with all of the information organised so that the user won't get confused as they go through the app
The solution
After figuring out the user’s pain points, I sketched out the app’s flow and kept tweaking it until it made sense for them. Now, users can easily find their way around the app without any hassle. Everything’s straightforward, from tracking rewards to redeeming offers, it just works the way they’d expect it to.
Refined app flow
Established a landing page with all of the information organised so that the user won't get confused as they go through the app
Centralized
The homepage was the first thing I tackled since the original flow didn’t include a proper one. Below are the main features I designed.
Focuses on the barcode for faster access
Display total points
Limits navigation to 4 icons for pages unrelated to the app's main function
Cleaner tray for improved accessibility
Have a standardize design that shows the progress of the user’s rewards
This page highlights the rewards available to the user, displaying the full range of options along with the remaining points needed to redeem them.
Have the profile page away from the profile edit page
The original layout was confusing, with the profile page placed under the 'edit profile' section.
I reorganized it and moved the rest of the settings here, as they have lower priority compared to other features.
Retrospective
Bites by Village Grocer was my first-ever case study, where I focused on making the grocery shopping experience smoother and more rewarding. I dug into user pain points, redesigned the app flow, and built a prototype that made tracking rewards and redeeming offers effortless. This project taught me a lot about the power of user feedback—and it even landed me a job at SalesCandy.
Thanks for reading.
I hope you enjoyed my case study!
If you have any questions, want to discuss new opportunities / side hustles, or simply want to say hi, feel free to drop me a line
Note: the work displayed belongs to respective company and me, the designer. Please refrain from downloading, copying, or sharing them with others.
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