ZELEN+ — Grocery Navigation Product Design

Product context & research The project started with a simple question: how might a shopping list become useful not only before the trip, but while moving through the store?

The opportunity was to turn the shopping list from a passive reminder into the core mechanism connecting shopper needs, store context, and retailer value.

From list to guided journey The core journey connects three moments that are usually fragmented: creating the list, structuring it for the selected store, and using it as the basis for in-store guidance.

Establishing store context Guidance only becomes useful once the system understands where the shopper is. Store detection therefore happens before routing, with manual selection available as a fallback rather than a dead end.

Flexible input, one structured outcome Different users prefer different input methods, so typing, templates, and dictation all lead to the same structured list instead of creating separate experiences.

Voice-first in-store guidance During the trip, the interface deliberately reduces visual interaction. Voice guidance carries the primary task, while the map remains available whenever the shopper needs spatial context.

Making voice-first guidance feel more predictable. The concept evolved around one important transition: users needed to understand when guidance was about to begin and where visual navigation could still be found

Тук Recovery States PNG. The flow also needed to remain usable when recognition or routing was imperfect. Instead of blocking progress, uncertain items, failed voice input, and skipped products remain recoverable.

A restrained visual system and reusable interaction patterns keep the experience predictable while users are moving through a busy environment.

A focused MVP, ready for in-store validation. Rather than designing a full grocery platform, the MVP focuses on validating the smallest complete journey: establish store context, build a structured list, and guide the shopper through the store.