You HAVE to look at it on a device (using something like Skala Preview[0]) and you'll realize that what you have right now is actually not an improvement at all. Rather it is harder to follow, appears cluttered, and probably doesn't get the business any closer to their goal of x, y, or z, regardless of what that may be.
I like to give the benefit of the doubt to most of these "redesigns" because usually there is some decent thought put into them and they're pretty and all ... but really it seems like you took a step backwards in this one. And after looking at the current UI [1], you indeed did take a step back.
Also, i'd have done some more exciting UI stuff here. for example, get rid of the quantity stuff. Instead, when I tap "add to cart", ask me that in a modal fashion with big fat juicy buttons.
With iOS/mobile you can get away with more taps if your UI is less complex and provides clearer choice.
Finally, in what way is your design more intuitive than the original? People throw that word around like a rag doll without really thinking about it.
[0]: http://bjango.com/mac/skalapreview/
[1]: http://www.instacart.com/assets/instacart-screenshot2.jpg
That said, you know how clients sometimes say "Make everything bold so that everything stand out!" Well, that's exactly what you did. because you cluttered the entire interface with similar 'bold' content, everything now is a blur. It's virtually impossible for my eyes to focus.
All-in-all, decent attempt, but in my opinion, you did not succeed.
It's funny, just today I was listening to a podcast[1] where a guy from Frito-Lays talked about how they have a bunch of salespeople who are responsible for discussing with each store manager the position of the chips, the amount of stock, the promotions, etc.
I wonder if they're starting to reach out to Instacart and similar virtual grocery shops.
[1]: http://www.econtalk.org/archives/2011/08/odonohoe_on_pot.htm...
This looks like it switches to horizontal scrolling which feels unnatural after years and years of device use, and transitions to a slightly awkward skeuomorphic design ("arranged like the aisles of a supermarket") that doesn't really add value. Aisles are designed to be confusing in order to force shoppers to browse more and buy crap they don't need; Instacart wonderfully avoids all this by having a surprisingly accurate [1] search tool.
The real improvements, at least for me, will come from splitting the payment across multiple cards or combining multiple orders into a single delivery (housemates all shopping at once), and having the ability to modify an order that's been submitted but not fulfilled.
[1] Amusingly, I searched for "poison" and the only hit was some $5.99 half-gallon jug of wine. I think it was a close metaphone match on the name but everyone at the table was laughing their asses off.
I'd also agree with you that it has too much color - only the products themselves should have color. Look at the designs of actual supermarkets - shelves and aisles are for the most part bland and plain so that they don't steal the attention.
Only change I'd discuss with Kyro is the addition of dividers in the gutters between the rows [or shelves].
