Creating a Trader Joe’s Mobile App
Overview
created a mobile app concept for Trader Joe’s as a concept project to improve the in-store shopping experience. The app helps users build and organize grocery lists, discover new and seasonal products, and navigate the store more efficiently. I led the full product design process—from user research and journey mapping to wireframing, prototyping, and visual design—focusing on creating a simple interface that reflects the unique personality of the Trader Joe’s brand.
My Role
Concept Project
Platforms
Mobile App
Challenge
I identified 3 main challenge areas to tackle.
1. Limited availability and high turnover
Trader Joe’s frequently rotates seasonal items and varies stock by location, due to their commitment to keeping stores small and neighborhood-focused.
2. In-store browsing as part of the experience
Shoppers enjoy discovering new products and appreciating packaging and signage, making in-person browsing a key part of the brand’s appeal.
3. Pandemic-related stressors
What was once a calm, enjoyable shopping experience became stressful during the pandemic, with concerns around crowd levels and unpredictable product availability.
Opportunity
How might I bring the charm and discovery of Trader Joe’s in-store experience into a digital app, making shopping easier and more enjoyable for users at home?
The Process - Navigation
User Research
To gather insight into general interest in a Trader Joe’s app and important features, I began with user interviews.
Would you use a Trader Joe’s app? What are your 3 main goals in using this app?
Target User Groups
Avid Trader Joe’s shoppers who are interested in ordering for grocery delivery and making the general shopping experience easier.
Main Research Takeaways
100% of people want and would use a Trader Joe’s app. Only 71% currently use a similar app. In a Trader Joe’s app, people are looking for these features:
Delivery/ Curbside or Store Pickup
New Items
Availability of in-stock items per-store
Recipes
Item Reviews
Rewards
Shopping List
Fun games in-line with the quirky Trader Joe’s brand
Wireframes
Additional wireframe features:
Fearless Flyer Easter Egg
Taking into account users’ wants for a fun game, a rewards system, and getting an additional perk that non-app users don’t get, I created a Fearless Flyer Easter Egg. The idea is that when people are scrolling through products, a Fearless Flyer will be hidden within a product photo. If the image is clicked, the user gets 10 extra rewards points. This is a fun way for users to scroll through and see items they otherwise might not have come across, which benefits both users and the client.
Item Availability per-Store
In my initial wireframe, I tried to take into account my user interviews and present key features in an easy-to-use manner. The main takeaway from my interviews was that customers want a way to see whether products are available in their store and what new items are available. To do this, I created a MY STORE tab. By selecting a store location, this will change the app’s information and show in-stock and out-of-stock items at the specific location chosen.
Wireframe Usability Testing
To test layout and basic functionality with users, I conducted user tests with my wireframe prototype. To test usability, I had participants complete a series of tasks.
Show me how you would add a Pumpkin-Ginger Hold the Cones! to your shopping list.
See which Fall items are out of stock.
Add the ingredients from the Beef Shawarma Bowl recipe to your shopping list.
Order your shopping list for store pickup.
Main Testing Takeaways
Rename “Aisle” to “Department” to avoid confusion about product locations.
Support inspiration-based browsing to mimic in-store discovery for users without a set shopping list.
Add Wishlist/Save for Later for items users may want in the future.
Show quantity indicator (e.g. “1”) on shopping list after adding an item.
Include a “5-Star Products” section to highlight top-rated items from other shoppers.
Key Features
Shop items in YOUR Store, Shareable Shopping Lists
Store-specific availability: Users want to see what’s in stock at their local Trader Joe’s—not at a random location—by selecting a preferred store.
Persistent shopping list: Users need an ongoing list that works for both in-store trips and grocery orders.
List sharing: Being able to share the list with others in the household helps coordinate and avoid forgotten items.
In-store mode: A check-off feature supports in-person shopping without needing to switch tools.
Added Feature
Walk the Store
Usability testing revealed that the journey through the store is a core part of the Trader Joe’s experience. Shoppers appreciate the curated flow, seasonal signage, and layout consistency of their local store. To reflect this in the app, I introduced a “Walk the Store” browsing option—a design decision aimed at replicating the physical store’s flow. Product listings are reordered to match the typical path through the store, helping users browse intuitively and feel more connected to the in-person experience. Featured items are also visually flagged to mimic in-store highlights.
High Fidelity Mockup
An Easier Way to Shop
Adjustments and Added Features
“Walk the Store”
5-Star Products
Wishlist / Saved for Later
“Department” instead of “Aisle”
The Take Away
Importance of Early Testing: Wireframe usability testing revealed that users relied heavily on buttons and text for navigation, which helped refine features early in the design process.
User-Centered Design: Designing for both seasoned and new Trader Joe's shoppers led to features like “Walk the Store” to support a range of user needs.
Iterative Design: Testing at the wireframe stage provided valuable feedback, guiding the development of a more user-friendly and intuitive app.
Reflection: Creating this app was a rewarding experience that reinforced the value of integrating multiple features into one platform, ultimately improving the Trader Joe's shopping experience for all customers.
