E-ZMarket is an app used In stores to save time for tech-savvy grocery shoppers. It removes the pain of wasting time searching for a grocery item between aisles and check whether it is in stock or not through an easy simple user interface. My role was to research as well as design and test all UIs related to the project.

The Problem

Grocery shoppers need a way to make their grocery shopping experience more time efficient because they spend too much time searching for items they cannot find.

The Solution

By creating E-ZMarket a mobile platform that finds items using in-store map navigation, the user will achieve time efficiency I will know this is true when the user spends less time grocery shopping than their usual approximate time.

My role

User Experience Designer/ User Researcher

(Individual project)


Sketch ( Wire-framing) , Invision ( Prototype), Adobe Illustrator, Pen and paper (Storyboarding)

Before Iteration and usability testing 


My assumptions about the pain points of grocery shopping experience weren't enough, I approached the problem by creating a research plan to set an outline for the questions that will help me better understand my users pain points.

User Interviews

Before diving into the design phase, I conducted user interviews on my target audience to grasp a better understanding of the pain points that the user encounters when doing grocery shopping from start to finish.

Competitive Analysis

In order to know where my product will fit in the current market I started by conducting a secondary research that focused on the same target audience and had a similar approach.

After my competitive analysis research on apps that provide map navigation, I saw that many of these apps failed to have precise map navigation and  an easier user-friendly interface.

Affinity Diagraming

I synthesized my research by putting unique observations on the board that I came across through my user interviews after that I themed all common problems together this will later help me in prioritizing features.

First I put all of the observations one observation per sticky note. 
Then grouped similar observations under a common concern linking data together.


User personas

After synthesizing research, I have come up with one persona. Sabrin helps me make Informed user-centric decision, while keeping in mind who I am designing for.


User Journey

Keeping Sabrin in mind, I mapped out her journey and behavioral decisions while focusing on her pain points and issues she faces when grocery shopping from planning till actually achieving her goal getting what she can't find. 

Done on real post its then finalized in mural.co.



Story Boarding

By learning about Sabrin's grocery shopping user journey, I was able to storyboard Sabrin's in store grocery experience and her behavioral flow with E-Zmarket and without E-Zmarket, Highlighting the difference between the experience with and without the app.

Information Architecture

After seeing Sabrin's grocery shopping journey and seeing the experience from her perspective, I was able to narrow down the features with the Moscow method for the necessary features that should be present in E-ZMarket. I then created a content Taxonomy to give an overview of the features and screens available, then a site map to show the detailed structure and the hierarchy of the app along with a happy flow user flow to showcase the experience.





A progression of key screen wireframes based on the discovery and defining stage

Key Learnings

One thing I have learned from this project is Kill Your Darlings. A feature that you might think is intelligent might be irrelevant to your user. That's why It is really important to keep the user in mind throughout the design process.

Next Steps: 

1- Implementing virtual reality for navigation inside of store rather than in-store map display.

2- Connect all grocery stores apps with E-ZMarket so the user can use their store points and coupons associated with their store.

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