Role
Industry/Org
Timeline
Project info
Scope of Work
I designed Grocerize, a mobile grocery delivery app, from scratch to serve the needs of busy Ulaanbaatar residents and the city’s 107,000 people with disabilities. The project included user research, persona development, user flows, low-to-high fidelity wireframes, usability testing, and building a design system with branding guidelines.
Product Strategy
Branding
Design System
Usability Testing
Challenge
Ulaanbaatar’s residents spend up to 2.5 hours per day in traffic, especially in the winter months, making in-person grocery shopping difficult and exhausting. Additionally, 3.5% of the population has mobility or visual impairments, yet few services are inclusive. Existing grocery apps only served users within a 1-mile radius and didn’t account for these realities.
Solution
Grocerize offers a clean, accessible, and intuitive mobile interface for quick ordering and easy navigation. The app extended delivery zones to 3+ miles through partnerships with local stores and implemented route optimization for 30% faster delivery. Designed with inclusivity in mind, features like large buttons, streamlined checkouts, and accessibility-friendly navigation support users with diverse needs.
User Research
I thought of my personal struggles in grocery shopping as a busy professional to emphasize with users.
I began with in-depth research into the lifestyles of Ulaanbaatar’s working professionals and individuals with disabilities. Then, I segmented the user into 2 main groups: disabled people, and busy professionals in a city with little disability-friendly infrastructure, and heavy congestion.
Based on problem identification, I mapped end-to-end flows optimized to reduce cognitive load, with minimal screens and actions needed to complete an order.
Saruultuya is a resident of Ulaanbaatar with a mobility impairment who needs an accessible grocery delivery service because the city’s poor infrastructure and limited disability-friendly facilities make it difficult for her to shop for essential items independently.
Design Process
I quickly tested layout concepts with cross functional teams, and developed a final wireframing prototype featuring oversized buttons, thumb-zone-friendly layouts, happy path and edge cases on order failure.
To support the company's fast-paced product launch goals, I also worked on Grocerize's branding guidelines.
I developed a design system with consistent UI components, typography, and color schemes to create a fresh and approachable identity. Creamy pink and fresh green were chosen to convey warmth and natural freshness, ensuring accessibility and usability while maintaining a cohesive visual style.
Design System
Final Design and Interface
Welcome Walkthrough
User Sign up
Home Page, Explore, Favorite, and Product Description
Account Profile, My Cart, and Check out
Result
Grocerize tackled two key issues in Ulaanbaatar: daily inefficiency and digital inaccessibility, helping residents save time while improving independent access to daily essentials.
per week saved in grocery shopping time
delivery coverage beyond standard 1-mile limit
is provided with accessible grocery delivery option
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