Instashop
Role: UX/UI Designer & Researcher | Date : Summer & Winter 2016 | Client: Design Lab
Project Overview
With rapid advancements in technology and the growing demand for convenience, Instashop aims to reimagine the grocery shopping experience by providing an accessible online alternative. This case study documents the complete design process from initial research through to final designs and impact assessment.
The Challenge
How might we create an online grocery shopping experience that feels intuitive, trustworthy, and convenient enough to convert traditional in-store shoppers into digital users?
Research Objectives
Primary Goals
- Determine demographic and behavioral characteristics of potential users
- Assess perceived benefits and drawbacks of online grocery shopping
- Identify key adoption factors
Target Audience
- College students (18-24)
- Working professionals (25-45)
- Stay-at-home parents (30-50)
Methodology
- Question - Collected quantitative and qualitative data across demographics
- Interview - Deep insights into preferences and barriers
- Card Sorting - Validated information architecture with users
- Usability Testing - Validated designs with target users
Key Research Insights
73% of respondents cited "lack of time" as their primary frustration with traditional grocery shopping. Users want to complete their shopping in under 15 minutes.
82% of users actively compare prices across stores. They expect the platform to help them save money, not just time.
68% expressed concerns about not being able to select their own produce. Users need transparency in freshness guarantees and quality standards.
91% of potential users would prefer to shop on their mobile device during commutes or breaks. Desktop experience is secondary.
“I'd love to order groceries online, but I need to know that someone isn't picking bruised apples for me.”
— Survey Participant, Working Professional, Age 32
User Personas
Information Architecture
Through card sorting sessions with users, we validated the site structure to ensure intuitive navigation aligned with users' mental models of grocery shopping.
Card Sorting Results
Design Process
Wireframes
Low-fidelity wireframes established the foundational layout and user flows, prioritizing core functionality before visual design.
Homepage - Quick access to categories, search, and personalized recommendations
Checkout Flow - Streamlined process with delivery scheduling and payment options
Product Browsing - Filter options, sorting, and visual product cards for easy scanning
Visual Design Direction
The moodboard captured an urban, modern aesthetic that balances energy with approachability—reflecting the fast-paced lifestyle of our target users while maintaining warmth and trustworthiness.
Final Design Solution
High Fidelity Mockups
Key Design Features
Freshness Guarantee Badge
Visual indicators showing product freshness dates and quality standards, addressing users' top concern about produce quality.
Price Comparison Tool
Integrated price tracking shows users when items are on sale or at their lowest price point.
Smart Shopping Lists
AI-powered lists that learn from past purchases and suggest frequently bought items, saving users time.
1-Click Reordering
Quick access to past orders with automatic cart population for regular grocery runs.
Key Learnings
Speed matters more than features
Users prefer a fast, simple experience over complex personalization options they have to configure.
Context is everything
Users shop differently for weekly hauls vs. quick dinner ingredients—the interface needed to support both modes.
Mobile-first isn't optional
85% of test sessions were conducted on mobile devices, confirming our design priority.
Research drives design
Every major design decision was validated by user feedback, preventing costly assumptions.
“This is exactly what I've been looking for. The interface is so intuitive, I didn't need any help figuring it out.”
— Usability Test Participant
