FRUITION! UX/UI | Tanyazamirdesign

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FRUITION! DELIVERY APPLICATION > A UX/UI case study on value-driven food access

PROBLEM STATEMENT

While researching grocery shopping behaviors, I spent time observing customers at GreenWise Market—a high-end grocery store featuring organic produce, local artisan goods, grind-your-own nut butters, and scented goat milk body bars. Signs inside encouraged customers to “support local farmers” and embrace conscious consumerism. At the same time, just outside the store stood homeless individuals asking for charity, Veterans aid groups with donation tables, and posted warnings against loitering or alcohol consumption.

The contrast was striking. Inside: abundance and ethical branding. Outside: visible need and economic struggle. I began to ask—how can a system that claims to be “local” overlook the people who are literally right outside the door?

This disconnect inspired Fruition!: a delivery platform designed to merge health-conscious, values-aligned shopping with real community impact. The goal was to create a more inclusive system—one that empowers users to shop intentionally while supporting local businesses, vulnerable populations, and environmental sustainability.

PROJECT GOALS

Make value-aligned shopping (e.g. kosher, organic,
budget-conscious)

easy to search and navigate

Streamline the order process for quick and intuitive interaction
Integrate voice command functionality for accessibility
and speed
Promote local businesses and equitable food access
Support sustainability through electric vehicle delivery partnerships
Uplift vulnerable populations through job creation

USER PAIN POINTS

Frustration with endless scrolling and unclear filters
Distrust due to hidden fees and inconsistent product quality
Difficulty locating options for specific diets (e.g. vegan, kosher)
Overwhelming app layouts and poor visual hierarchy
Lack of connection between shopping values and delivery convenience

USER RESEARCH

To understand how people shop for groceries — and what values guide their choices — I conducted a combination of interviews and in-person observations. My goal was to uncover the pain points, priorities, and motivations that influence both digital and in-store food purchases.

Research Methods

4 user interviews (in-person)
Field observation at a grocery store (GreenWise Market)

Key Findings

Users want healthy, budget-conscious food but often settle for convenience
Many find grocery apps frustrating due to cluttered layouts and excessive scrolling
There’s growing interest in ethical food choices (local, organic, kosher, vegan) — but users don’t know how to search by values
Concerns about hidden fees, low-quality substitutions, and lack of transparency are common
Users appreciate when delivery services feel trustworthy and community-focused

USER INTERVIEWS

To better understand how people make grocery decisions—and what challenges they face when using delivery apps—I conducted in-depth interviews with three users from different backgrounds and life stages. I focused on understanding their values, pain points, and behaviors when shopping for food online versus in person.

User Profiles

User I – Low-tech shopper, WIC recipient
Prefers in-person shopping due to control over produce selection, distrust in app pricing, and ineligibility of her benefits (WIC) online. Uses a weekly grocery list and minimizes shopping trips. Describes herself as “old-fashioned” and avoids delivery apps altogether to avoid fees and markups.

“I’d rather go once and get it done. The apps just make me question if I really need something.”

User II – Convenience-focused, health-aware shopper
Prioritizes freshness, ready-to-eat items, and remembered payment info. Wants a fast, smooth experience that balances convenience and quality.

“If the app remembers my payment, has good produce, and doesn’t mess up my order, I’m happy.”

User III – Family planner, comparison shopper
Shops based on recipes, family needs, and ethnic ingredients. Compares multiple stores for the best value and wants larger, family-sized portions. Frustrated by poor item quality, slow checkout, and missing products.

“I just want to find what I need fast and not have to double-check everything.”

KEY TAKEAWAYS

Trust is a barrier

Users are skeptical of substitutions, missing items, and freshness.

Shopping by values is fragmented

Some users prioritize convenience, others care more about price, culture, or dietary needs.

In-person shopping still dominates
Users feel more control over choices when they can see and touch items.

Delivery app friction persists

Delivery fees, app layout, and tech barriers discourage regular use for some.

Customization is Underdeveloped:

Shoppers want to filter by meangingful values (e.g. ethnic, organic, family-size) without endlessly scrolling.

USER PERSONAS

From user interviews, three core grocery-shopping behaviors emerged — the traditional shopper seeking trust, the efficiency-driven professional seeking speed and transparency, and the multitasking planner balancing budget and time. These personas became reference points throughout Fruition!’s UX journey.

IDEATION AND INNOVATION

Guided by user pain points and community-focused values, I began the ideation phase by exploring ways Fruition! could go beyond typical grocery apps. The goal was to create an experience that is not only intuitive and efficient but also socially conscious — promoting trust, sustainability, and inclusion at every step.

I brainstormed and prototyped features addressing the major barriers users faced: endless scrolling, distrust of substitutions, and lack of transparency around ethical food choices.

Ethical & Sustainable Design

Partnering with local charities to create paid job opportunities for vulnerable populations (Veterans, Disabled, formerly unhoused).
Integrating EV-based delivery to minimize emissions and promote environmental stewardship.
Transparent fee model — designed to combat distrust and foster community trust.

Intuitive & AI-Enhanced User Experience

Advanced search with voice commands for faster, inclusive accessibility.
Horizontal logo-based navigation to minimize cognitive overload and visual fatigue.
Personalized filters that align with ethical preferences (Kosher, Vegan, Organic, Local).
AI-generated suggestions based on user intent (“closest,” “most affordable,” “healthiest”).
Simplified layout emphasizing speed, clarity, and value-driven choices.

High-Fidelity Prototype Screens

Final Fruition! prototype screens highlighting key innovations — ethical partnerships, advanced search, personalized filters, and AI-assisted navigation.

JOURNEY MAP

To translate research insights into actionable design direction, I created a user journey map illustrating how Mosab, a tech-aware yet trust-conscious user, interacts with Fruition!. The map visualizes his thoughts, emotions, and actions at each stage of the grocery delivery process — from discovering the app to becoming a confident returning customer.

By mapping Mosab’s experience, I identified key opportunities to build trust, reduce friction, and design features that promote both transparency and efficiency.

USER SCENARIO

To illustrate how Fruition! fits into Mosab’s daily life, I developed a user scenario grounded in his goals and frustrations. The scenario demonstrates how the app simplifies complex planning while aligning with user values.

Context:
Mosab, a busy professional with strong ethical values, needs to restock his weekly groceries while balancing time and budget. He prefers shopping locally and wants clear information about quality and price — but often avoids delivery apps due to distrust of substitutions and hidden fees.

This week, he’s hosting a gathering of friends who have a variety of dietary needs — including kosher, halal, and vegan restrictions. He wants to order items from several different restaurants as well as the grocery store, all within one seamless order. He appreciates how the app’s restaurant and item descriptions automatically adapt to his selected criteria — for example, clearly labeling which restaurants offer substantial vegan options, since that was one of his chosen filters.

Journey:

Mosab opens Fruition! and quickly creates an account by entering his location and receiving a personal greeting that tailors his experience to nearby stores and restaurants.
He applies filters for Kosher, Halal, and Vegan, prompting Fruition! to curate results that emphasize his specific needs — for instance, showing that one grocery store carries certified kosher and halal products, while a nearby kosher restaurant offers an extensive vegetarian menu.
The horizontal logo-based layout helps him quickly identify compatible local restaurants and grocery partners.
The app displays restaurant satisfaction ratings and pricing details, helping him compare options and finalize selections with confidence.
He can multi-choice search, use voice command, or make selections based on category or store icon, giving him flexible ways to browse and decide.
His delivery arrives quickly with items from multiple restaurants and the grocery store, all in one coordinated order.

Outcome:
Mosab’s experience shows how Fruition! transforms the complexity of planning for diverse dietary needs into an effortless, value-aligned process — blending personalization, trust, and intelligent design into a seamless user experience.

USER FLOW (Initial Exploration)

During the early design phase, I mapped the core ordering process to understand user decision paths and identify potential friction points between restaurant and grocery navigation. This flow focused on how users might browse, compare, and complete multi-step orders — revealing opportunities to simplify choice overload, improve layout hierarchy, and create smoother task progression.

As the project evolved, insights from this early structure informed the development of AI-enhanced filtering, multi-source selection, and personalized search pathways that became central to Fruition’s final prototype.

Early flow exploration visualizing key decision points in the hybrid grocery–restaurant order process. Later iterations integrated AI personalization and value-driven search filters for a more intuitive user experience.

SCENARIO MAPPING

Following the user journey, I created a scenario map to visualize Mosab’s experience from the moment he opens Fruition! through completing his multi-store order. This map highlights how Fruition!’s tailored search, value-aligned recommendations, and transparent delivery model support both usability and trust.

Scenario Summary:

Mosab, a busy professional with strong ethical values, needs to restock his weekly groceries while balancing time and budget. He’s planning a gathering of friends with varied dietary needs — kosher, halal, and vegan — and wants to order items from several restaurants and a grocery store in one delivery.

When he opens Fruition!, he’s greeted personally and can begin his multi-criteria search effortlessly. The app’s personalized filtering system instantly refines results to emphasize his chosen values: vegan, kosher, and halal. Restaurant and item descriptions highlight these designations clearly — for example, noting which kosher restaurants also offer halal or vegan dishes.

Using voice command, Mosab can instruct the app to locate nearby stores with better prices, or browse by category or store icon. He adds his selections to the cart, reviews satisfaction ratings, and finalizes the order knowing that deliveries are powered by electric vehicles and help provide jobs for vulnerable populations.

His order arrives quickly and accurately, combining items from multiple restaurants and a grocery store in one seamless experience.

Outcome:

Fruition! successfully transforms an often fragmented process into an intuitive, trust-based system — merging personal values, efficiency, and transparency to create a more human-centered digital shopping experience.