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Summer 2021, 5 weeks

I created this mobile app during my summer 2021 internship at AKQA under the guidance of UX designers.

GoDeals allows users to create time & cost effective shopping lists using various grocery stores & buses in the DC area with the goal of making shopping trips more manageble.all the relevant details you want to share.


Research & Analysis

UX Design




Adobe Illustrator

Adobe XD

Problem Space

How can we make grocery shopping in food insecure areas more manageable?

Access to healthy food can have significant impacts on a person’s health but over 11.2% of DC households are food insecure–lack consistent access to healthy, affordable food–& reliable transportation.

Purchasing unhealthy foods can lead to chronic dieseases and delayed development in children but many people do not have easy access to alternatives. Over 11.2% of DC households are food insecure meaning they lack consistent access to healthy, affordable food–& also reliable transportation. Many people will go to multiple grocery stores looking for the cheapest deals, and since many people rely on buses, this trip can take multiple hours in a day.


GoDeals is an app thats designed to create time & cost effective shopping lists using various grocery stores & buses in the DC area with the goal of making shopping trips more manageable. Ths solution is comprised of three components.

1. Connect to local grocery stores and allows user to create shopping lists.

2. Find shortest routes using data from bus schedules and maps.

3. Over time, notify users of new sales each week.

Research Findings

Through my research I found common pain-points amongst residents in regards to grocery shopping in low income neighborhoods in DC.


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I also found key takeaways to help guide the rest of the design process.

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The biggest takeaway from this research, is that food insecurity is a large issue that won’t be solved overnight. So for this application, I thought it might be more beneficial to focus on making the experience of grocery shopping more manageaable for the people experiencing this issue.

Competitive Analysis

I started this project by looking at existing apps related to grocery shopping. After exploring a few, I analyzed Flipp & Grocery Pal to see what features could be incorporated into GoDeals.


This app allows users to create shopping lists and find coupons for selected items. Here are some pain points and benefits throughout the app:

  • The grocery list doesn’t include actual prices or exact items found in selected stores

  • UI is slightly overwhelming, lack of cohesion between pages

  • The flow from inputting location to selecting stores may be useful

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Grocery Pal

This app helps users find coupons in different categories. Here are some pain points and benefits throughout the app:

  • Grocery Pals shows the total amount in savings which may be a useful feature.

  • This app relies heavily on text and does not show specific stores.

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Through this analysis, I learned about the gaps and working features in grocery related applications. After this annotation, I decided which features were necessary for the app.

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User Flows

I mapped out the users experience of the researched app, and from there implemented new paths and features.

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After creating the user flow, I began designing mobile screens, to figure out what features worked and explored placement, color, and size of text. I decided to keep the design as simple as possible to keep the focus on the photos of the grocery items.

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Selecting Grocery Stores –

After users put in their location, GoDeals shows a list of the closest grocery stores. The user can then pick the ones they want to shop from and GoDeals shows the selections at each store.

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Creating Shopping Lists –

As the user selects items to add to their grocery list, GoDeals shows the price differences at other stores, that way the user can see the cheapest option for their item. The users can also see the total amount at each store in the list section.

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Finding Routes –

After creating the grocery list, GoDeals shows various routes to get to all of the selected stores. it shows the number of stops and time estimate for each route. the user is then able to select the route that best fits their needs, and is then connected to an existing transit app.

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Visual Identity

The visual identity of the application is inspired by symbolism of good health. Besides using oranges which shows warm and prosperity, I decided to keep the UI simple and fairly empty.

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Final Thoughts

Food insecurity is a large issue that requires multiple interventions to alleviate its symptoms. I hope that this application is a step forward in helping people deal with some of the effects of food insecurity and makes a complicated shopping trip a little easier. 

For next steps, I would conduct user testing to continue to improve the usability of the app.