Abstract We introduce our human-centered approach for designing a ubiquitous computing system which aims at providing a better experience for shoppers at a supermarket. We investigated grocery shopping processes by using ethnographic research techniques and understood the processes with details. Further, we constructed Three-Phase Model, or TPM, which describes a shopper’s behaviors and various states of mind which can be distributed into three phases. We also described a user scenario in each phase which successfully contributed to the system design by giving a clear picture of user experiences.