Vegzo: Revolutionizing Local Grocery Delivery

Introduction

This case study details the design and development process of Vegzo, a hyperlocal grocery delivery app I spearheaded. The project aimed to address the limitations of existing grocery delivery services by focusing on speed and access to local supermarkets. My role encompassed all aspects of the design process, from user research to final implementation, with a dedicated team contributing across various disciplines.

• Project Name: Vegzo
• Role: Lead UX/UI Designer
• Duration: March 2025 - Aug 2025
• Team Size: 1
• Tools Used: Figma, FigJam, Miro, Google Forms, Photoshop, Notion, ChatGPT, Pinterest, Google Meet

Problem Statement

Existing grocery delivery apps suffered from two primary issues: limited access to local supermarkets and lengthy delivery times. Users expressed frustration with delays, especially for urgent needs, and the lack of options beyond large chain stores. This resulted in inconvenience, limited freshness, and a less personalized shopping experience.

Objectives and Goals

Our primary objective was to create a grocery delivery app that provided a fast, reliable, and convenient experience. We aimed to achieve this by integrating local supermarkets and prioritizing a swift delivery window. Key performance indicators included an average delivery time of under 10 minutes, a high user retention rate, and positive user feedback.

Research and Insights

We employed a mixed-methods approach, including user interviews, surveys, and observational studies. User interviews helped uncover pain points and preferences, while surveys gathered broader demographic data. Observational studies of competing apps like Zepto and Instamart provided insights into successful features and design patterns. These findings informed the creation of comprehensive user personas, representing key target segments such as busy professionals, families, students, and elderly users.

Ideation and Concept Development

Brainstorming sessions, utilizing FigJam, led to the core concept: a store-based delivery model focusing on local supermarkets. We explored various design concepts for the user interface, considering the needs of different user segments and their tech proficiency. User feedback gathered throughout the process was critical in refining our design iterations.

Design Process

We began with low-fidelity wireframes in Figma, focusing on user flow and overall app structure. These were progressively refined into high-fidelity designs across 1800+ screens, ensuring a consistent user experience across iOS, Android, tablets, and desktop. A shared design system was essential to maintain consistency. Rigorous user testing at each stage ensured our design remained user-centric.

Challenges and Solutions

Integrating with local supermarkets and managing real-time stock data presented a significant hurdle. We overcame this by building strong relationships with vendors and implementing robust data synchronization. Maintaining design consistency across multiple platforms required careful planning and development of a flexible design system. Ensuring 10-minute delivery required optimization of logistics and route planning, involving close collaboration with delivery partners.

Final Outcome

Vegzo successfully launched across all targeted platforms. We achieved our 10-minute delivery goal, resulting in significantly improved user satisfaction. The app received positive user feedback and high ratings, demonstrating a strong user adoption rate. The design system proved scalable, facilitating future development and feature additions.

Learnings and Reflections

This project highlighted the importance of close collaboration with stakeholders, particularly local vendors. The iterative design process proved crucial for incorporating user feedback effectively. Building a robust and scalable design system is key to managing complexity across multiple platforms. Focusing on speed and reliability was key to establishing a positive brand reputation.

Conclusion

Vegzo’s success demonstrates the potential of hyperlocal grocery delivery, focusing on speed and integration with local businesses. Future development will focus on expanding into new markets and adding new features based on continued user feedback and market analysis.