GoFresh — A Premium Grocery Redesign
ROLE
Lead Product Designer
TOOLS
Google Stitch & Figma
TIMELINE
1-Week Sprint
Originally designed as part of the Google UX Design Certificate program, this version explores an AI-assisted editorial redesign.
This is a redesign of my original GoFresh case study, revisited using AI-assisted tools to explore a more editorial and premium direction.
THE CHALLENGE
Reimagining the grocery shopping experience with a more seamless, premium feel.”
The grocery app space is crowded with rigid, grid-based interfaces that reduce food to simple commodity listings. The challenge was to evolve GoFresh beyond a standard e-commerce pattern into a more refined utility experience, balancing visual appeal with the speed and efficiency users need for everyday shopping.
Cluttered Home Screen
The legacy app overloaded users with competing banners and promotions, creating decision fatigue and likely contributing to high bounce rates on the home screen.
Friction in Discovery
Users had difficulty finding seasonal produce, which was buried within generic categories that lacked clear visual hierarchy and did little to encourage exploration or appetite appeal.
Hidden Utility
Key features such as shopping lists and re-order options were buried within deep, nested menus — making them easy to miss for most daily users.
Target Success Metrics
Three measurable goals defined to guide design decisions and evaluate success.
-25%
TIME-TO-CART
94%
TRUST INDEX
2.4x
FEATURE ADOPTION
INNOVATION SPOTLIGHT
The Smart List Scanner
Real-world grocery shopping often begins with a handwritten list.
To remove this friction, we introduced a computer-vision scanner that converts physical notes directly into a digital cart, eliminating the typical dead-end between planning and purchase.
Natural Language Parsing
Identifies "3 apples" and suggests the freshest varieties in stock.
Instant Validation
Real-time confirmation of item weight and estimated total price.
The Core Experience
Intuitive Home
Editorial-style hero banners establish a more engaging, visually guided entry point into the shopping experience.
Visual Depth
Product detail pages use bright, high-key photography to highlight freshness and clearly communicate product origin.
Frictionless Cart
A one-page checkout streamlines the flow and reduces cognitive load, leading to fewer drop-offs during purchase.
Live Tracking
Real-time map updates improve delivery transparency, helping users track their orders with greater clarity and trust.
Outcome & Reflection
The Impact
The new experience prioritizes speed and familiarity, surfacing tools like Smart List to support quicker, repeat shopping behaviors.
Design Maturity
The project explores a shift from purely functional design to a more editorial approach, showing how a utility-driven marketplace can feel more expressive and engaging without losing clarity.
Designing with AI
Using AI tools like Google Stitch and other generative design assistants, the process became a form of guided exploration rather than traditional execution. These tools helped rapidly generate layout directions and component structures, which I then refined with intentional design decisions around hierarchy, spacing, and visual tone.
This workflow created more space to focus on the core experience, how the interface feels as much as how it functions. Attention shifted toward refining editorial rhythm, strengthening visual contrast, and ensuring the product photography carries emotional weight.
Rather than replacing design thinking, the AI acted as a catalyst for iteration, allowing faster exploration while keeping creative direction firmly grounded in human judgment and intent.
