GreenCart

Introduction

GreenCart is a subscription-based grocery delivery app designed to make everyday grocery shopping more reliable, more affordable, and more sustainable. Unlike traditional grocery apps that prioritize speed at the expense of accuracy and transparency, GreenCart focuses on thoughtful planning, human expertise, and long-term impact — for both users and the planet.

My Role

UI/UX Designer
Graphic Designer

Tools

Figma
Miro
Adobe Creative Suite
ClickUp

Client

Green Consumers

The Problem

Grocery delivery apps are widely used, but many users feel disappointed by the experience over time. Through competitive analysis and review research, several consistent issues emerged:

Unreliable inventory: Items frequently show as available but are missing at delivery.
Poor substitutions: Replacements often ignore brand, dietary, or quality preferences.
Hidden or unpredictable fees: Final costs are unclear until checkout.
Lack of personalization: Apps don’t adapt well to individual shopping habits.
No visibility into sustainability: Users want to shop more responsibly but lack tools to understand their impact.

These frustrations lead to wasted time, wasted food, and reduced trust in grocery delivery platforms.

We saw an opportunity to rethink grocery delivery as a planning-first, relationship-driven experience — one that helps users make better decisions over time rather than rushing through one-off orders.

Users don’t just want groceries delivered.
They want:

Confidence their order will be right
Predictable pricing
Fewer forgotten items
Less waste
And a sense that their choices matter

Timeline

Week 1

Week 2-3

Week 4

Define the problem, research, lay out goals for the project, draw up the user journey and identify pain points, define any challenges based on user personas.

Design the WF, do initial testing with users, regroup to define any issues, address what can be fixed/added/omitted,

Design High Fidelity Prototype, design supporting graphics and icons, final round of testing with HF PT, report results and what was learned during the process.
Identify next steps.

The Solution

GreenCart addresses these challenges through a combination of smart technology, human expertise, and transparency. Key Features Smart Grocery Planning Users can create simple or highly detailed grocery lists. GreenCart learns from repeat purchases and suggests items before users forget them, reducing unnecessary trips and food waste. Delivery Experts (Human Shoppers) Instead of relying solely on automation, GreenCart uses trained delivery experts who: Evaluate freshness and quality Find the best price across stores Respect substitution preferences Proactively source items elsewhere if something is out of stock Multi-Store Guarantee If an item isn’t available at one store, GreenCart can source it from another — without extra effort from the user. Subscription-Based Pricing A flat monthly subscription eliminates surprise fees and builds trust. Partner discounts are applied automatically to help offset costs. Eco & Wallet Impact Dashboard Each month, users receive insights showing: Money saved Packaging waste reduced CO₂ emissions avoided How their habits are changing over time GreenCart also includes articles highlighting sustainability efforts, partnerships, and community initiatives to reinforce transparency and education.

Expected Outcome

By centering the experience around planning, personalization, and transparency, GreenCart helps users: Save money over time Reduce food and packaging waste Build more consistent grocery habits Feel confident and informed about their choices

UX Research

Surveys: Conducted to understand user's comprehension of text heavy/jargon filled documents, preferences, and pain points.
Interviews conducted with the prototype consisted of adults with no legal experience, users who have used apps like Legalese Decoder, and users who are part of legal teams.
Usability & Functional Testing: Iterative testing with prototypes to gather feedback on the app's functionality and design. I received valuable feedback and insights with this practice.
A/B Testing: Used to compare different design solutions and understand user preferences. I used this to determine features, buttons, function, legal summary, and colors used for the app.

Competitive Inspiration

Instacart

What they do well:
- Broad store coverage
- Fast delivery options
- Familiar shopping experience
Where users struggle:
- Inconsistent substitutions
- High and unpredictable fees
- Limited control over how items are selected
- Little personalization beyond reordering
GreenCart takeaway:
Speed alone doesn’t build trust. Users want confidence their groceries will be right — not just fast.

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Amazon Fresh

What they do well:
- Seamless integration for Prime users
- Competitive pricing
- Reliable logistics
Where users struggle:
- Limited transparency into sourcing
- Minimal human oversight
- Weak sustainability storytelling
- Little emotional connection to the experience
GreenCart takeaway:
Efficiency is powerful, but without visibility or personalization, the experience feels transactional.

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Walmart

What they do well:
- Affordable pricing
- Strong national availability
- Familiar product selection
Where users struggle:
- Substitution quality
- Interface complexity
- Lack of lifestyle or sustainability focus
GreenCart takeaway:
Affordability matters — but users still want thoughtful service and modern UX.

Design Recommendations

1 / Reduce Cognitive Load

Grocery shopping is repetitive and often rushed. The interface should:

Favor defaults and predictions over manual input
Surface “frequently bought” items early
Use calm layouts and clear hierarchy

Design goal: Make the app feel like a helpful assistant, not a task list.

2 / Build Trust Through Transparency

Users want to understand why things cost what they cost and how decisions are made.

Design recommendations:

Clear cost breakdowns at checkout
Plain-language explanations for substitutions
Visual monthly summaries showing savings and eco impact

Design goal: Replace uncertainty with clarity.

3 / Reward Long-Term Behavior

Unlike one-off delivery apps, GreenCart is subscription-based — which makes retention and habit-building critical.