Duration: 3 weeks
Platform: Mobile app
Skills: UX/UI Design, IA
Tools: Sketch, InVision, Illustrator, Marvel

Winkel is a meal planning, shopping and preparation experience app which helps people on the go by bringing their groceries chosen from their favorite retailers to their door. I was in charge to determine user’s needs and goal to get the most user experience possible.


Understanding the challenge

Market Research

Although the majority of grocery shopping is done through traditional brick-and-mortar business, there have been changes to consumers buying habits over the past three years. According to Statista, 2017 the online grocery segment experienced growth increase of 31%, followed by 14% in 2016 and 8% in 2015, The result is 3x rate increase year over year, on the other side according to The Future of Grocery report, 55% are willing to do so in the future. Increase in the percentage has been the result of the greater Internet integration and better access to high speed internet. No longer is this an area reserved for tech-savvy consumers.

Online groceries are now accessible to the everyday consumer, it has become so natural, efficient and secure that an online transaction can be completed in 20 seconds. The convenience of this is that everyday people are willing to make the switch if they see the value. Online grocery shopping is continuing to grow beyond the levels of 2017 and 2018, with respective sales of 10.1 to 12 billion U.S. dollars. The future looks bright for online grocery industry, sales forecast are predicting growth to reach 29.7 billion dollars by 2021 according to Statista. Such growth creates a great option to create an online grocery network to meet this new demand. Companies like Amazon Fresh, Fresh Direct and Instacart have taken their first step to disrupt the existing delivery models. They are creating a new business strategy which revolves around a shared economy. The concept of decentralization is the key to their success. By using the concept of a shared economy, Instacart creates a platform where individuals provide the service in return of a percentage of the profit. Instacart doesn’t have much of an overhead, their model relies on individuals behaving like independent contractors. The shared economy concept has been successful by disrupting existing models and creating new business such as i.e Uber, Airbnb, Turo and Getaround.

Current trends show that more people are using mobile devices than they are using web browsers on traditional computers. By going mobile first, we will have a greater presence and a stronger exposure. Millennials are constantly on the go and do not like to spend too much time at home. By going mobile first we can satisfy the need of the modern consumer, they want variety. According to Nielsen’s Think Smaller for Big Growth study, shoppers try to spend as little time as possible going grocery shopping, leaving the possibility of create a service where people can shop for what they need with the convenience of their mobile device. When combined with a great business model like shared economy this has the potential of being a competitive product. Winkel can work together with third-parties by bringing an application that can work on multiple platforms by operating the same way with the same features across different platforms.


Competitive Analysis

To make strategies that work for the future app and to gain competitive advantage, I dived into the online grocery shopping market to discover their strengths, weaknesses, and their existing features in a comparable way. I took in consideration five direct competitors: Instacart, Amazon Fresh, Shipt, Freshdirect, Peapod, and one indirect competitor: Blue Apron, which brings groceries to the door, offering a different service, preparing recipes at home.

Competitive Analysis research with direct and indirect competitors




  • Shopping by zip code.
  • Variety of food.
  • Discounts and coupons.
  • Variety of delivery times.
  • Variety of products.
  • Variety of delivery times.
  • Variety of payment methods.
  • Delivery times are consistent.
  • Prices sometimes cost more than the local shops.
  • Amazon Fresh being a subsidiary of uses the same platform, it's difficult to findAmazon fresh option specially on the app.
  • Discounts and coupons.
  • Variety of delivery times.
  • The app works with third parties by creating flexible job for shoppers.
  • Greater supermarket.
  • Recipes by dietary restrictions.
  • App does not run properly on Android.
  • Delivery times are not consistent, it depends of the shoopers.
  • The app works with their own prices, sometimes prices are too high.
  • More places around the country.
  • Web site could have a fresher look.
  • Desktop platform runs better than the app, difficulting the service quality when its used on the go.
  • Service is great, on time and quality is average.
  • Lack of sub profiles when its used as a family.
  • Nationwide presence.
  • Work with third parties such as local farms, and shipping
  • Subscription only can be canceled through their web site.
Blue Apron

User Interviews

The following parameters where considered when recruiting for interview for individuals who value local produce:

User interviews insights

Insights after six user interviews:

3.3% of the interview subjects shop with their car while 66.6% shop by walking. Car owners live in rural areas or suburbs while those who walk have better public transportation in the cities.

Online shopping can be a resource for those in their 20s and early 30s. 66.6% of the interview subjects use Amazon Prime while the other 33.3% don't like to shop online instead they prefer to shop at brick and mortar stores.

50% of the interviewees don't like to waste food, 33.3% of the total audience try to save money when going grocery shopping this pattern is present in the mid 20's demographic. 33% of the audience has the time and enjoys cooking in addition to that 33.3% like to follow recipes.


Creating A Main Persona

The insights of the interviews suggested there were different type of grocery shoppers with several needs. Common patterns helped me to create a main persona, guaranteeing to keep her needs and frustrations in mind and to not get distracted when new features pops up.

Main Persona


The Problem

Problem Statement

A busy professional needs a hassle free way to shop for food per recipes and based on her preferences because she wants to minimize the time that she spends doing grocery shopping in addition to having a better variety of healthy foods.

User Stories

Experience Goals

A product that can become essential for the modern day consumer. A user friendly app which can be used quickly and efficiently, having clean screens, showing personalized information, transactions, settings that can be easy and fast to change.



Paper Prototype

I used the method 6-8-5 for rapid sketching to have an idea of possible solutions. After several iterations I prototyped the sketches using Marvel.


App Map

Up until I have a vague idea of how the app will function, structuring the information architecture forces me to understand the functional steps and how the information will be organized.

Winkel App Map



This visual design allows me to focused on the functionality rather than the look and feel, allowing me to quickly test ideas without diving into the details.


UI Design

Style Tiles

Style tile 1

Style tile 2


Final Design

The first style tile was chosen as a design direction for the Winkel app. The following hi-fi screens are the final result after several iterations.

Onboarding Flow

Searching groceries

Obtaining ingredients through recipes

Payment flow

Take a look at the prototype here.
Back To Work