Product Design · UX Research · E-commerce · Retai - Full Project link
A concept project exploring how Silpo could help customers make healthier food choices without changing their usual shopping habits. The solution combines clearer product information, wellness navigation, personalized recommendations, ready-made meal options, and tools for easier everyday nutrition.
01 — Context & Problem 02 — Research 03 — Key Insights 04 — Ideation & Prioritization 05 — Designing the Wellness Experience 06 — Testing & Iterations
Silpo already offers a wide range of wellness-oriented products, but the experience is mostly limited to the assortment itself. There is little guidance, personalization, or context to help customers understand what to choose and why.
Many customers want to make healthier food choices but don't know where to start. The existing shopping experience doesn't actively support them in navigating products, understanding their benefits, or finding options that match their needs.
The challenge
Explore users' needs and barriers around wellness shopping and design a way to integrate wellness into the existing Silpo experience — making healthier choices simpler, more understandable, and more personalized without changing the familiar shopping journey.
To understand how people approach healthier food choices and where the current experience falls short, I combined competitive analysis with user research.
I looked at how grocery retailers and wellness-focused platforms help users navigate healthier products — focusing not on individual features, but on how they reduce uncertainty during product selection.
The analysis highlighted several recurring patterns: