Divi is an in-store and online service that allows single and small-size family New Yorkers to purchase perishable food items in smaller portions of original-size retail products. 

From mobile app to in-store service, we created Divi to provide users and shoppers a seamless and cohesive grocery shopping experiences.

To help Americans save grocery expenses and reduce food waste, we envision a partnership between Divi, WholeFoods, and Amazon Prime in the future.
  • Group leader
  • Content strategy
  • Illustration
  • Branding
  • UI & UX design

In collaboration with
  • Christine Ku
  • Rachel Li
  • Shuqi Yang


of all food in America is wasted



pounds of food each year


worth of food

According to Save The Food
and USDA Economic Research Service


To help Americans reduce food waste,
cut down on grocery expenses,
and save the planet.

On-boarding experience

Personalized in-app experience 
and customized store location.

Let’s Divi

Visually divi your portion in the app.

Place order
on the go

Once the order is placed, receive a
QR code for in-store pickup.

See real-time status updates while
WholeFoods’ staff prepares your order.

WholeFoods receives & processes orders

What’s next?

View order history and how much
you saved on Divi app at any time.

Divi is available for
in-store shoppers too!

Simply locate Divi signs at a participated
WholeFoods and take the selected items
to Divi counter for the preparation.


Illustrations & icons

Introduction video

more work