A modern take on grocery shopping
Fictional grocery delivery concept exploring how a modern experience could stand out by offering premium groceries and curated meal kits.
Project Type
School Assignment (Individual)
Role
UI Designer
Duration
3 weeks (2025)
Work in detail
As part of my UI Design course, I worked on a fictional assignment based on a real market case. I was tasked by an entrepreneur to design a concept and brand identity for a grocery delivery service. The ambition was to enter the market with a clearly positioned offering: grocery-only, delivered from dedicated dark stores, providing a clearer focus compared to competitors.
The UX researcher's handover provided a clear starting point, including:
Several identified user needs for spontaneous, everyday shopping situations
Early ideas for a curated meal kit function to support dinner planning
Initial wireframes outlining the potential user flow
As a first step, the concept would be tested with a launch in Stockholm’s city centre, targeting users with busy lifestyles and short-term grocery needs rather than weekly bulk shopping.
My focus
I narrowed the scope to two specific use cases: the spontaneous dinner and the luxurious weekend breakfast. These scenarios captured both the need for convenience and the opportunity to add value through inspiration.
My goal was to differentiate the service with a more premium and quality-driven feel, rather than competing on being just “fast and cheap.” This direction also gave me the chance to explore a visual style that felt refined, modern, and inviting, supporting the idea of a service that could stand out in a crowded market.
My process
Research
Since the UX researcher’s wireframes only provided a rough outline, I expanded the exploration by gathering references, trends, and inspiration from both grocery services and adjacent industries. This helped me define a moodboard and decide on the key screens to design.
Design choices
I established a lightweight design system in Figma, supported by styles and tokens for consistency and scalability. This included:
A restrained colour palette (primary, accent, neutrals) for a modern look
Inter as the main typeface for clarity and readability
A spacing scale to maintain consistent layouts
Reusable components with Auto Layout (buttons, product cards, navigation bar)
A cohesive icon set reused throughout the interface
Iteration
I began with grayscale high-fidelity wireframes to focus on hierarchy, flows, and interactions. Once the structure was in place, I introduced colour and imagery sparingly to convey inspiration and quality. This iterative process resulted in five final key screens: Home (Groceries & Meal Kits), Category, Product, and Search.
Final design
The final concept for Crave Club was designed to feel clean, modern, and inspiring while keeping the flows straightforward and consistent. I focused on delivering a set of key screens that supported both everyday groceries and curated meal kits:
Dual Home Views - groceries and curated meal kits, switchable via tab navigation.
Product Pages - clear hierarchy, quick add-to-cart, and persistent actions for seamless shopping.
Meal Kit Pages - pre-packaged recipes with exact ingredient amounts, reducing waste and making spontaneous dinners easier.
Search & Categories - streamlined to help users quickly find essentials or discover new items.
Across all screens, I applied the design system consistently: restrained colours, clear typography, and reusable components created a cohesive look. Images and colours were used sparingly to reinforce a sense of quality and inspiration without overwhelming the interface.
