Grab Eat - Grocery App for Everyone
Built a cross platform grocery delivery app connecting millions of local vendors to buyers.
- • Shipped functional MVP in 8 weeks
- • Developed a scalable vendor onboarding system adopted by 100+ sellers
- • Bridged the digital gap between customers and traditional markets
- • Enabled bulk ordering, freshness guarantees, and smart delivery routing
Overview
Grab Eat set out to unify the fragmented grocery shopping experience—especially for communities relying on street vendors and traditional markets. My goal was to design an app that made ordering groceries simple for customers while giving low-digital-literacy vendors the tools to sell online.
The Challenge
Most shoppers still preferred trusted local vendors over supermarkets
Traditional markets offered better prices and personal relationships.
Street vendors had no digital presence
No tools to manage orders or reach customers online.
Consumers demanded convenience and delivery flexibility
Fresh produce, time savings, and flexible delivery options were essential.
Research & Insights
I conducted interviews with urban buyers, street vendors, and quality-focused shoppers:
Users shopped 3–4 times/month, wanted to avoid crowds, and valued time savings
Vendors were willing to go digital but required a minimal, order-focused interface
Buyers cared about discounts, freshness, and eco-friendly delivery options
Design Solutions
For Customers
Created a personalized shopping experience with simplified checkout and delivery flexibility.
- • Personalized recommendations and simplified checkout
- • Delivery options from eco-friendly to express
- • Freshness guarantees and quality ratings to build trust
For Vendors
Designed a lightweight vendor interface focused on essential order management.
- • Lightweight vendor app with product toggles and order alerts
- • No complex dashboards only essential actions like fulfill/cancel
- • Built-in micro-education on handling orders and managing reviews
Key Takeaway
Understanding user needs through research and designing for both sides of a marketplace creates a more balanced and successful product experience.