Year2023
RoleProduct UX Designer
Duration2 months
Kick off
The Local is a community grocery store mobile app that connects neighbors with local businesses. Our mission is to make grocery shopping more convenient while supporting the local economy and fostering community relationships. This project focuses on creating an intuitive mobile experience that makes it easy for users to discover, shop, and support their local grocery stores.
The Research
The Research
01Understanding the sense of community expressed in each interview was key to shaping this app. Given the short timeline, we focused on design aspects, user flows, and used a base template inspired by a competitive audit of the Target app.
What should we build
02Many The Local users shared that they don't have time to visit grocery stores regularly. Based on these insights, a mobile app became the most practical solution to meet their needs.
The Problem
03Our target audience strongly values community and prefers to support small businesses over large corporations. We identified a desire to feel part of something bigger, which guided the creation of both the brand and app experience for The Local.
How do I addressed the solution?
04I designed a simple and approachable brand using green sustainability-inspired colors, friendly illustrations, and UX writing with motivational, human-centered messaging.
User Journey
Meet our Users
Maria San Genaro
Age: 35 Occupation: Assistant Manager Maria is passionate about giving back to the community and supporting small businesses. As a single mother, she's faced her fair share of challenges, but she never lets that stop her from chasing her dreams or making a difference in the world. When she's not working, she values quality time with her child.
Jorge Johnson
Age: 29 Occupation: Professional Surfer Jorge is a professional surfer who finds joy in life's small moments. He values nature and is a strong supporter of small businesses and sustainable living. Jorge enjoys training on the beach alone and relaxing at home afterward. For him, The Local app is a convenient way to support his values and lifestyle.
Anne Dejane
Age: 62 Occupation: Retired Caregiver Anne is a retired caregiver and devoted wife. She cares deeply for her husband and community. Passionate about supporting local initiatives, Anne spends her time volunteering and gardening. The Local app has become her go-to companion, allowing her to stay connected and give back—even in her quieter years.
Competitive Analysis
Online grocery shopping isn't a new concept, so we didn't need to reinvent the wheel. Instead, I conducted secondary research to analyze leading grocery store apps and identify the most user-friendly experiences. This helped us draw inspiration and define a solid foundation of best practices and design patterns for our own product.
Wireframing
Low Fi Mockup
Usability Study
After testing the low-fidelity prototype with users, we conducted a usability study to identify key pain points. These insights guided the improvements we implemented in the high-fidelity prototype.
Usability Findings
Message
We discovered that users highly value a sense of community. The tone of the messages and supporting illustrations on the screen played a major role in delivering that feeling. We refined the copy and visuals to enhance this emotional connection.
Cart Real Experience
The low-fidelity prototype didn't simulate the cart's full functionality. To fix this, I leveraged my coding skills to implement dynamic variables, ensuring the cart reflected a realistic and interactive experience in the high-fidelity prototype.
Discounts
Users consistently expressed interest in sales and promotions. To meet this demand, we introduced a dedicated discount section prominently displayed on the front page of the app.
Confirmation page
A major pain point was the absence of a confirmation screen after checkout. Users felt uncertain if their actions were successful. We addressed this by adding a clear and reassuring confirmation page in the final prototype.
Branding Style Guide
We designed a soft, rounded brand identity with typography and colors that reflect organic, sustainable values. The green palette reinforces nature, while pre-built components streamlined the development process.
Branding Image
Illustration
Accessibility
We used WebAIM's contrast checker to ensure all UI elements met WCAG standards. This made the app more inclusive for all users, regardless of vision abilities.
High-Fidelity Prototype
Takeaways
Designing for a local community taught me the importance of empathy, clarity, and inclusivity. By co-creating with users, I was able to deliver a solution that's both impactful and delightful — even for those less tech-savvy. Thanks for following this journey! 😊