Reinventing online grocery

UX Design, Product Design

Timeframe: 2 weeks, completed in May 2016
Tools: Omnigraffle, Axure


Reimagining the Peapod online grocery store experience: Creating a website that will help people plan and manage their meal ingredient purchases more efficiently, so they only buy the food they need. 


In 2015 less than 60 percent of suppers served at home were actually cooked at home and this number continues to decline.  I am trying to create a motivating environment for people to cook more at home and thus have a healthier lifestyle.


Competitive analysis: I started off with researching major competitors and their business models. 

User research: As this was a learning project, I was actually provided with 3 ready user personas.  However, I still wanted to do my own research, so I asked around and searched online for people who use or would like to use online grocers or meal delivery services.  There was a lot of interesting insight, which, combined with the findings from the competitive analysis, made me realize there is certainly a gap in the market which Peapod can fill.  I dug deeper into online grocery store trends and customer habits, and read through forums and discussion groups. All of this let me identify the main pain points:

  • Lack of time to cook home meals,
  • Lack of inspiration, and 
  • Food waste as some items spoil before the user gets a chance to cook it.


Solution: None of the competitors I researched satisfies the full array of customer needs.  I thought of creating a one-stop-shop where users can:

  • Purchase recipe-measured ingredients as well as all pantry essentials in one place, and
  • Get inspiration from 1-minute video recipes with ordering ingredients in one click.

Information architecture: To help design the navigational structure I conducted several card sorting sessions.  The card sorting results also helped me with building the sitemap.  In addition, I created 3 different user flows to analyze task efficiency and to understand how users will work their way through the site.


Wireframes: I went through multiple sketching iterations and continued to flesh out design options with low-fidelity wireframes I created using Axure. 

Testing: To evaluate my design, I asked people who tested it whether they would like to use the features I offered.  Overall feedback was very positive, as almost everyone wanted to save time on figuring out what to cook, and by not having to visit a store while still be able to prepare and enjoy home-cooked meals.  I also tested usability and got some valuable insights which helped me to work on my iterations.


I created the prototype in Axure.   You can see the prototype video below:

Peapod prototype - reimagining online grocery store experience


This experience taught me the importance of research and testing and their impact on a project's success.  I am excited to discover this fact since I'm naturally research-oriented and like to validate any information I find useful or interesting.  I am hoping to expand my knowledge of UX research principles and apply them in future projects.

Questions or comments? I would love to hear from you!