(1-Outcome and Opportunities)
INCREASED ENGAGEMENT
The rollout of the new Whole Foods Market website significantly boosted traffic through the front door. We observed heightened engagement directly on our homepage, with improved accessibility to key pathways through the core navigation and previously hard-to-find content. Customers were able to effortlessly navigate to their desired destinations, leading to a notable decrease in the bounce rate.
Homepage A/B Testing
As we transition towards e-commerce and witness the drive to feature more of Whole Foods ecommerce programs on the site, our objective is to experiment with new placements that prioritize shopping at the forefront.
Site Search
As we prioritize other revenue drivers such as Catering and Shipped To You, we will aim to optimize site search so users can find the product they want and the best way to fulfill it.
(2-Post Launch Iteration)
Product Browse Experience
Shortly after launch, I had the opportunity to redesign our products browsing experience. Understanding that customers have a desire to shop, even though we don't have a pure e-commerce setup on the site, we offer an experience that enables users to explore the products available in their local store.
Authentication via Amazon
Subsequently, I contributed to the launch of account authentication through an Amazon account. With 85% of the customer base having an Amazon account, enabling them to sign in will enable us to tap into their shopping behaviors and progress towards a personalized experience.
Digital Shopping List
The enablement of authentication empowered us to create a customized grocery shopping list powered by Amazon Alexa. Customers can seamlessly add items to their Whole Foods List using their Echo device or by browsing our product experience. They have the flexibility to shop their list using the Whole Foods app in-store or convert the list into a cart for shopping on Amazon.
(3-Project Team)
Dream Team
Product Design Lead: Hanisha Patel
UX Manager: Ryan Hovenweep
Supporting Agency Support: Digitas
Product Managers: Mike Coulter, JB Benson, Michelle Burnett and Ivan Irizarry
Content Strategy: Ellen Miller and Elizabeth Laseter
Development: WFM Eng