Winkle is a grocery shopping app mainly targeting young professionals who have a busy life style. The app’s goal is to create an easy way to do groceries shopping, so users can save up the time to do other things they want.


User Research
Data Analysis
Product Design
User Flow




3 weeks

Note: This was a project from Flatiron Bootcamp

Market Research

The U.S online grocery shop had generated around 28.68 billion U.S dollars in 2019. Currently online grocery sales only represent an estimate of 10% of the overall grocery revenue, according to statista the online sales are likely to double estimated at 2023. On 2017 the online grocery segment experienced growth increase of 31%, followed by 14% in 2016 and 8% in 2015. The result is 3x rate increase year over year, on the other side according to The Future of Grocery report, 55% are willing to do so in the future. Increase in the percentage has been the result of the greater Internet integration and better access to high speed internet. No longer is this an area reserved for tech-savvy consumers.

According to quoracreative, 80% of users used a mobile device to search the internet in 2019, 40% of online transactions are done using a mobile device, and 62% of users accessed the internet using their mobile phones Globally.

Online shopping will be the main trend users uses to shop for their needs, and it is a perfect time for Winkle to join into the game.


Competitive Analysis

User interviews insights

Insights after six user interviews:

The interview subjects’ ages range from 24 to 30.

Most Interview subjects like to purchase groceries that have a longer shelf life to avoid visiting supermarket too often.

66.66% of them focus on budget control when shopping.

33.3% of the interview subjects shop with their car while 66.6% shop by walking. 

66.6% of the interview subjects use Amazon Prime while the other 33.3% don’t like to shop online instead they prefer to shop at brick and mortar stores.


The Problem

Problem Statement

Users need an easier way to do groceries shopping, so they can save up the time to do other things they want.

User Goals

      • Spend less time shopping for groceries.

      • A good wide selected inventory options for shoppers.

User Problem

      • Grocery stores sometimes have limited supply.

      • Grocery shopping is time-consuming.

      • The waiting line is too long

      • Users have to carry heavy items to home when they do not have a car.

Paper Sketch

UI Design

Style Tiles

Style tile 1:

Style tile 2:

Final Design

Signup Process

Grocery Shopping