grocery store

User Interface | User Experience | Ecommerce

the brief

One of the few players in the online organic marketplace in the United States, we were approached to define the User Experience and design the User Interface for them.


The site is in private beta with the official launch just around the corner.

UX Strategy

We planned our strategy upon offering end users an enhanced online experience consistent with what customers finds in a physical store. Our aim was to channelize user journeys and make user tasks easy. While defining the User Experience for the site we limited the use of elements to minimise cognitive burden.

The Outcome

We recommended a simple and clean User Interface for our client. Sleek, minimalistic typefaces, iconography, and a clean clutter-free layout.


The homepage is designed keeping in a thought to make a sale. It showed the advantages of buying a product from our client's site. Brand logo they cater to, deals and news about latest products. A search option to instantly lookout for a specific product & call to action at desired places on the page.

02Product Card

Professional photos with contrasting background are used for product cards showing info related directly to the product. An option to shortlist/mark a product as favorite is added.

03Product Detail

This page consists of high resolution product images. Shows unit price of the product, supplier info and a easy way to choose number of unit to buy. It also consists of product description, reviews and recipes section. Suggested products are also in place to improve the customer shopping experience..


The contents are clear and the user have control to add or subtract items. It is one of the key principles for displaying cart. The customers know exactly how much they are paying as they go through the checkout process. This feature ensures customers they are not being saddled with any hidden charges.