Anna Fong

User Experience Designer


Foodland Mobile App


Foodland is Hawaii's largest locally owned and operated grocery retailer with over 30 stores spread across the islands. The Foodland app is available for iOS and Android. With the touch of a finger, receive exclusive mobile only offers, view weekly ads and specials, track your reward points, create a shopping list, and find a store near you.

mobile app screens


Reduce paper waste from weekly ads, in-store promotions, and reward certificates and to attract a younger demographic to go to the stores and make Foodland their one stop shopping spot.


Mobile app wireframe with annotations
Descriptions for the first set of wireframes that explain the functionality and interactions.

app flow

Mobile app wireframe flow
Showing all the different paths a customer may take while using the mobile app.


The mobile app links with the Maika’i Card Program (Foodland shopping rewards) and lets customers track reward points, redeem rewards, and scan their digital card at checkout. Customers are notified about special promotions that are exclusive to the app and when the weekly ad sales begin.

app mockups

Mobile app screen mockups
High fidelity mockups were created and referenced during user acceptance testing to ensure the developers built what was requested.


User Experience Designer
I worked with the Online team to define goals and determine a target audience based on the customer data Foodland owned. I created the wireframes and presented to internal stakeholders to get their buy in. I worked directly with the Online Director to finalize wireframes before sharing it with the external app developers. I assisted the Creative Director and Art Director with custom iconography and the creation of the mobile app design system.