Weee! is the largest online Asian grocer in North America, seeking to deliver a new standard for freshness, value, and convenience daily.provides 24/7 shopping of 3000+ products in 11 locations around the United States.
As an app created by a Chinese immigrant from Wuhan, Weee! primarily targets Chinese immigrant matriarchs, and relies on word-of-mouth on platforms like WeChat to increase business.
With this demographic in mind, the current app design is centered around deals, popularity, and exclusivity.
This app redesign seeks to simplify the user experience and flow, improve content accessibility, give the redesign a fresh look, and cater to a diasporic, Asian-American, young adult community seeking to connect with their cultural heritage.