Dunia Buah Grocery Store | Website Redesign

Dunia Buah is a well-known local grocery store in Bandung, Indonesia. With multiple branches across the city, they also offer online ordering through their dedicated e-commerce platform. However, their existing website is visually outdated and requires a significant redesign to optimize the user experience and drive overall engagement.

Despite being functional, the existing website is visually dated and struggles to establish credibility with its target audience. First, the lack of a cohesive visual identity on the homepage makes the interface feel unpolished. Furthermore, the visual hierarchy and spacing between UI elements are inconsistent. While I encountered no major usability blockers when placing an order, several friction points in the interaction design require refinement to ensure a seamless user journey.

After conducting qualitative user research and user interviews with Dunia Buah's existing and potential target demographic, I synthesized several key insights:

The platform requires feature enhancements to drive retention among the existing offline customer base and improve acquisition of prospective online users.

The website needs a comprehensive UI modernization. To build trust and professionalism, it requires a stronger brand presence, refined UI components, and a consistent spacing system.

While the baseline information architecture is functional, the checkout flow introduced unnecessary cognitive load. Streamlining the navigation and interaction design will make the purchasing experience intuitive and frictionless.

The final design delivers a modernized, high-fidelity interface without disrupting the website's core information architecture. I introduced engaging elements to attract prospective users, including a content-driven article section, granular filtering, an improved product taxonomy, and personalized product recommendations.