Whole Foods Market and Amazon Fresh
2021-2022
A 70% drop-off rate from the current Recipes landing page to the detail page underscored the need to improve the user experience and encourage basket-building.

Enhancing Amazon's recipe UX to inspire basket building.

With 5.4 million customers already exploring recipes through their Amazon Alexa devices and high traffic on Whole Foods Market recipe pages, we recognized the need to improve the existing recipe page on Amazon. I led the redesign with Amazon Fresh UX to create an experience that inspires and encourages users to engage more with recipes to build their carts each week.

Moderated Concept Testing

Remote Moderated Prototype Evaluation with n=21 customers

Key questions:

  1. What features were users gravitating towards?
  2. What brings them the most hesitation?
  3. How did the site make them feel compared to shopping in-store?
  4. Would they be more likely to use this site or stay on Amazon?
Overwhelming positive feedback proved that customers were interested in the following themes when it comes to shopping for groceries online.

1. Increased Efficiency
2. Inspirational Content and Recommended Items
3. Personalization
4. Brand Recognition

Post Launch

In-store Pickup Location

During store intercepts, customers were not clear where they needed to pick up their order. Store layouts are unique from store to store which makes it difficult to implement a solution across all stores. We worked with Marketing to design clear signage designating where to go after placing the order as well as displaying a map on the confirmation screen.

(OUTCOME and OPPORTUNITIES)

(1-Outcome)

+72% Improved Traffic

We saw a significant increase to recipe detail pages with new design. Customers described it as vibrant and exciting.

Higher avg baskets

Customers who shopped recipes had larger baskets, 54% of customers add items to their cart from recipe pages.

(2-Opportunities)

Personalization

Opportunity to further expand on preferences that expand beyond the primary shopper in the household. How might we take into account a family's dietary restrictions etc?

Recipe Sourcing

Can customers shop ingredients from Whole Foods using their own recipes or from other sources. How might a user convert a recipe they see on social to an Amazon cart?

Retention

More investigation required on how to get customers to act on recipes they have saved.

(3-Project Team)

Dream Team

Product Design Leads: Hanisha Patel (WFM) and Catherine Shen (Amazon Fresh)

Product Managers: Nikhil Gola (WFM) and Liz Leonard (Amazon Fresh)

Development: Amazon Eng

*All images are owned by Whole Foods Market.
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