Yummy, an online grocery shopping experience

This is a school project, that focused on finding areas to improve a real world service through user experience. This was a small group project with myself, and Melissa Kolko.

About Yummy

We chose to look at Yummy.com because of it's innovative approach to grocery shopping. Yummy changes the traditional brick & mortar store experience of grocery shopping by allowing its users to shop quickly from anywhere and have their groceries delivered to their home.


Field Trip to Yummy

Our first step was to conduct field research and find out IF Yummy even had any problems. We talked to multiple employees at Yummy, including the store manager who gave us an end to end walkthrough of their service and how it worked.

We also talked to a few customers of yummy, this where things got really exciting.


We found that the in store process of receiving the order and sending it out for delivery was seamless. Customers also were pretty happy with their service, and so it seemed like this process was bulletproof. 

Area of Opportunity

Imaged above, we mapped out the entire service based on our research. Notice the area the step that takes the longest. When a Yummy customer submits the order, they then wait for their groceries and this is where we found many customers had the most questions. Can i still add something to my order? When will they arrive? How do i know when they are outside my building?

The Wait

During the wait for delivery there was no communication to the customer about their order, this created many questions. What if users were given a window into yummy, to see exactly where their order is at any point in time.


Create a mobile application that creates a relationship between the product and the user. The application focuses on interaction to keep user involved and updated through delivery process.

A Better User Experience
The user will no longer feel anxious about which stage their groceries are at because the process will be presented in real time through interactive and responsive step by step visual design and video feeds that provides instant feedback to user. 

The application will provide users with driver and picker information so user feels engaged and connected to process, as well as a contact option for any last minute requests.

Check Out My Other Projects

Edwin Rodriguez

Now that you got to see some of the stuff I've done I'd love to know what you think! Drop me a message, I'm always up for design talk :)


Thank You!
I'll Get Back you Soon.
Something's not right. Try again.