Context & Problem
Grocery delivery applications are widely used, but they often fail to accommodate the needs of blind or visually impaired users. Our goal was to understand these gaps and explore how we could make grocery delivery truly accessible for everyone.
Accessibility Gaps
Many grocery apps are difficult to navigate using screen readers or other assistive technologies, making essential services cumbersome or inaccessible for blind users.
Overlooked User Needs
Blind and visually impaired users are often left out during design and testing. This leads to products that prioritize sighted users, ignoring navigation challenges, accessibility features, and assistive tech compatibility.
Complex User Flows
Typical grocery ordering flows involve multiple screens, options, and interactions. For screen reader users, each additional step increases cognitive load and time to complete a task.
How might we redesign the grocery delivery experience to prioritize ease of use and accessibility for blind and visually impaired users?
My Role
Chloe Minieri
UX Research Lead · Simple Shop
I led the research for Simple Shop, recruiting and engaging participants with visual impairments, synthesizing their feedback, and translating insights into actionable design requirements. I advocated for accessible solutions throughout the design phase, ensuring our prototype truly supported blind and visually impaired users.
Research Methods
To ensure our application prioritized ease of use, I carefully selected research methods that would capture both quantitative and qualitative insights. Each method was chosen to reveal user needs, accessibility challenges, and frustrations with grocery delivery apps.
| Method | Purpose | Implementation |
|---|---|---|
| Survey / Phone Call | Gather baseline quantitative data | 15 participants (10 Google Form, 5 via phone) to understand assistive tech usage and app preferences. |
| User Interviews | Understand frustrations and usability needs | 15 in-person interviews using co-design approach to capture user goals and pain points. |
| Competitive Analysis | Identify accessible and inaccessible patterns | Studied accessible apps (Be My Eyes, Voice Aloud Reader) and popular grocery apps (Instacart, UberEats). |
| Usability Testing | Validate design decisions | Tested prototypes with 5 participants using assistive tech to ensure simple, accessible flow. |
| Assistive Technology Audit | Ensure app compatibility | Documented screen readers, Braille input/output, and other accessibility tools referenced by participants. |
| Synthesis & Insights | Translate findings into design criteria | Consolidated research into actionable insights, prioritizing simplicity, minimal navigation, and clear labeling. |
Prioritizing Inclusivity in Research
To design an accessible grocery delivery app, our research had to be as inclusive as the product we envisioned. From surveys to usability tests, we tailored every step to meet participants where they were—ensuring comfort, accessibility, and authentic insights.
Research Findings
Simplified Navigation
Reduce cognitive loadMinimal options per screen and clear flows allow visually impaired users to efficiently navigate grocery apps.
Assistive Tech Support
Ensure compatibilityScreen readers, alternative text, and Braille input/output must work seamlessly for independent usage.
Voice-Guided Navigation
Improve independenceGuided audio cues allow users to navigate content and verify grocery selections without needing sighted assistance.
Phone-Assisted Grocery Selection
Reduce manual stepsReplacing manual selection with a Shop Aide phone call simplifies the ordering process and ensures accuracy for users.
Toolbar Placement
Optimize screen reader accessMoving key navigation elements to the top ensures faster access and reduces the time spent listening to irrelevant content.
Minimalist Design
Reduce cognitive overloadA simple layout with clear labeling of buttons and links minimizes confusion for users.
Design Approach
After synthesizing research findings, we shifted into design. Every step focused on ease of use, accessibility, and simplicity for visually impaired and blind users.
Ideation
Brainstormed multiple ways to simplify grocery ordering, screen navigation, and accessibility features. Explored solutions informed by research insights and user frustrations.
Wireframing
Created low-fidelity wireframes that prioritized minimal screens, clear labeling, and limited navigation options to reduce cognitive load for users.
Prototyping
Built interactive mid-fidelity prototypes to test VoiceOver navigation, simplified workflows, and the “Call a Shopper” feature.
Iteration & Validation
Incorporated usability testing feedback to refine navigation, voice feedback, and accessibility compliance. Ensured the final prototype was simple, reliable, and inclusive.
Usability Testing
We conducted usability tests on our prototype with 5 participants using assistive technologies to ensure a simple, accessible, and clear user flow. Example findings and changes applied are highlighted below.
Unclear who should call the Shop Aide
Both the Shop Aide and the user had the autonomy to call first, creating confusion. We resolved this by allowing only the Shop Aide to initiate the call.
Navigation toolbar placement
The toolbar was at the bottom, forcing screen reader users to listen to all options before reaching it. We moved it to the top for easier access to essential features.
Final Prototype — Simple Shop
Polished, production-ready solution focused on accessibility, simplicity, and reliable grocery ordering for users with visual impairments or limited tech experience.
User Experience Highlights
What I Learned
I loved this project, especially working with visually impaired participants who were so excited to contribute to research. Their enthusiasm made every insight meaningful.
Understanding real user experiences drives every design decision.
Small UI changes can have big impact on accessibility and confidence.
Participatory methods uncover insights traditional research misses.
Every decision contributes to independence and meaningful impact.
Co-design and teamwork produce solutions that truly work for users.
Testing early and often ensures the design is genuinely usable for all.