Weee!
Hypothetical Grocery Delivery App Redesign
showcase
process
Weee! is an Asian grocery delivery app that provides 24/7 shopping of 3000+ products in 11 locations around the United States.

Created by a Chinese immigrant, Weee!  targets Chinese immigrant matriarchs, and is centered around deals, popularity, and exclusivity.

This 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.
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process
concept
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.
user research
Interviews were conducted with 8 different individuals, including Asian-americans self-identifying men and women ranging from their 20s to their 50s, and non-Asian Americans in their 20s. These individuals all expressed interest in an "Asian grocery delivery application".

Based on the results of these interviews, an affinity diagram was created to derive insights from the users of the app.
target audience
The primary audience for this app redesign is the children of the Asian diaspora in the United States, who as young adults would like to reconnect with their cultural heritage via cooking.

This user persona was built as an archetype for this target audience based on the affinity diagram to inform and justify design decisions.
wireframes
Wireframes were developed in Balsamiq to define the layout and functionality of the application.
home page
The home page is an infinite scroll feed that features large photos of recipes, appealing to an audience that cares about presentation. The feed is familiar and easily navigable due to its similarity to Instagram, a popular social media platform for the target demographic.
home page filter
A button at the top right allows the user to filter the feed based on recipe course, dietary restrictions, specific Asian cuisines, and by manually typed and auto-populated ingredients. The final design also includes a sort option.
recipe ingredients
By swiping right, the user can access the ingredients sub-page. Checkboxes help the user keep track of what they have, and shopping icons take them directly to the product ordering page. They can also scale the recipe for different quantities.
shop
The shop landing page takes the user to a series of categorized links. Although the target demographic is motivated by price, the deal carousel was ultimately removed in the final design to focus on the primary directive for cultural immersion.

The categories were also adjusted to reflect how the ingredients are used in a dish (leafy greens, aromatics) rather than how they are described (aromatics).
product details
The product details slide up as a pop-up, allowing the user to easily go back to the search results. This page allows the user to adjust the quantity to add, as well as view similar products and other recipes in which the product is used.
checkout
The checkout page is another slide-up pop-up, with checkout details including saved addresses and payment methods.

Although pagination of checkout increases the number of steps, it was separated into individual steps in the final design to reduce mistakes. A slider replaces the "Place Order" button shown here as well, to reduce the chance of accidentally placing an order.
showcase