03. Weve (process)
Category: UI/UX / Year: 2020

Instructor:  Paula Seo


Duration: 14 weeks/Individual Work
Tools: Sketch, Adobe XD, Illustrator, Photoshop, After Effects


The amount of people living alone in the US has doubled over the last 50 years. This has become increasingly common all over the world. One of reasons for the rise in single-person households is that younger generations focus on their education, career, and personal goals, giving up more traditional paths, like marriage and family formation.

The Problem

Now more than ever, most people are living alone. Grocery shopping for one person is a big challenge. Paying rent, managing bills, and other variable expenses—people make every penny count.

Initial Challenge

How can we improve the customer experience for single shoppers?

User Research

In the Millennial and Gen Z demographics, portion size is one of the dominating considerations when it comes to shopping for single consumers. A recent report shows that 75% of millennials and Gen Z shoppers don’t like wasting bread, and more than 20% won’t buy a new loaf after throwing away an unused one. With the rise of environmental awareness, today’s consumers are aware of the more than 6 billion pounds of produce that goes to waste annually and aren’t looking to contribute further to that figure.

User Interviews & Insights

Interviews were conducted with potential users in the age range of 18 to 33 years living alone or with roommates in order to discuss their experiences on current issues with grocery shopping.

What If?

What if users can evenly split items and take only what they need?

Market Research

In single-person households, less is more in terms of portions. Although solo consumers consume less, they are willing to pay more. In order to find the best grocery markets for Weve, I researched multiple grocery stores and compared unit pricing.

Contextual Inquiry

I observed multiple users through the experience of using the app to understand issues with the flow and layout of one of the existing grocery shopping apps. I found that:

Competitor Analysis

Positioning Matrix

The Solution

Weve aims to ease the burden of grocery shopping and help decrease wasteful consumption by encouraging users to buy only what they need, with the ability to divide bulk items into separate items between multiple shoppers.

How It Works?

When the number of consumers fully meet for co-purchasing an bulk item, they can get the item delivered or pick-up at the selected store. If not, they will get a refund.

Empathy Map / Pain Points, Needs & Potential Features / MosCoW

User Persona & Journey

System Map

User Flow

Design Criteria

Landing Page Sketches

Paper Prototype Testing

Low-Fidelity Prototype Testing

Final UI Flowchart