Good and Fresh Grocery


UX, Web Design


Currently many low income individuals living in dense urban areas are not able to afford the convenience of having fresh groceries delivered to their doorstep, yet are residing in areas known as food deserts where access to healthy food options is limited. Online grocery shopping has become an impersonal activity devoid of both a connection to the shopper’s community and the growers and farms where the foods they sell is produced.


Concept and develop an online grocery shopping ecommerce site using the WordPress platform that would meet the needs of low income grocery shoppers by creating a curated selection of healthy food options that could be delivered to their door. Iterate and improve upon initial concept through several stages of prototyping and user testing.


My partner and I developed a web based grocery shopping and delivery service targeted at low income individuals with particular focus on EBT (Food Stamp) use and integration. Focusing on both our users shopping needs and a sustainable business model we built our interface to provide shoppers with an efficient healthy shopping option while providing them information on how to lead a healthier lifestyle.

My Roles

UX Research
Market Research
Web Design
Wordpress Development

Tools Used




My partner and I began by collecting information based on three primary focus areas: regulations regarding EBT usage, current online grocery retailers and local CSA structure and service offerings. At the time of this project large retailers such as Amazon did not currently allows shoppers to use EBT at check out, alternately several local CSAs did allow for EBT usage, but required shoppers to pick up their orders at a predetermined location and time. We quickly realized that we would be designing in a space that has many unknowns and strict regulations. To quickly compare our findings we created a competition audit to identify what features could set our concept apart.


In order to understand our potential users better my partner and I conducted user research by collecting information both through a survey administered to a sampling of our target population and one-on-one interviews. Key takeaways from our research were that distance and price were major factors in deciding where to shop and shoppers had greater confidence in their purchases when made in brick and mortar stores.

We further defined our users by creating user personas to address particular concerns both low, middle and high income shoppers would encounter when visiting our site.

Developing an empathy map for each of our personas further helped us to identify specific tasks these users would come to our site to accomplish as well as their potential concerns and goals. From our research we also discovered that many low income shoppers were interested in trying new recipes and eating healthier, but were unsure or lacked the time to research and discover this information.

User Personas
Empathy Map
Customer Journey


We next moved into interface development starting with defining our content strategy based on the information we had discovered during the market and user research phase. Because we were attempting to spread proper nutrition awareness to an underserved population we focused on pairing the shopping experience with nutrition education.

Our content strategy manifested in presenting new information regarding healthy eating options at the top of the homepage and a rotating slider that also included sales and specials. We also wanted to make sure that shoppers were aware of their available EBT balance and could shop accordingly. The page was broken down further into grouped product grids and a quick shopping area to prompt shoppers to shop seasonally and local as well as within given dietary guidelines. Finally we created a blog area to create a sense of connection between shoppers, product providers and their communities.

Content Strategy


We next began developing our site prototype in the browser using the WordPress platform. Following several iterations including user feedback and testing we arrived at the final site below. During testing we found that it was not immediately recognizable what the unique selling point of our site was, so we created a brief informative infographic for new users to scan quickly. We also included a contact phone number at the top of the page so questions could be answered quickly without having to search. Toward the bottom of the page we created an area to promote a loyalty program and specials to bring in new and return users. Lastly we included a section for testimonials to create brand trust and confidence for hesitant users.

Landing Page - New Customer
Landing Page - Returning Customer

This is a student project