Whole Foods Redesign

UX/UI Designer
Project Overview
I decided to explore popular retail apps to identify potential areas for improvement. To my surprise, Whole Foods app stood out with a 2 out of 5-star rating. This prompted me to investigate: what led to such a low customer satisfaction score.
My Contributions
-Conducted user research through interviews and surveys to understand customer needs.
- Led usability testing and iterated based on feedback to enhance transparency and ease of use.
- Designed wireframes and prototypes to intergrate a smoother checkout system.

Pain Points



-“When you do a search and click on an item for more info, leaving that item takes you back to the very start of the category list and you have to scroll down all over again.”
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- “What I use any grocery store app for is to search products, add them to a list, and load coupons if they’re available”
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- “The app is to focus on integrating Amazon this and Amazon that. I just want to buy some groceries without being pestered . Also on the app there isn’t even a check out option when clicking on products unless you make an amazon account. This is not for the customers.”

Key Problems

Excessive Amazon Integration: The app heavily emphasizes Amazon services, detracting from its purpose as a grocery shopping tool.

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Distracting Prompts: Constant prompts for Amazon services (Prime memberships, subscriptions, etc.) disrupt the user journey.

Lack of a Guest Option: Users who only want to shop at Whole Foods are alienated by the inability to check out as a guest.

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Solution/Strategy

- Empower Grocery Shoppers: Make the app functional and enjoyable for all customers, regardless of Amazon account status.
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- Reduce Friction: Remove barriers like account creation for essential tasks (e.g., browsing, checkout).

- Streamline Navigation: Prioritize grocery shopping features over Amazon services.

- Design checkout where coupons are added.

- Create login page for users and guest.

- Rebuild brand identity. Include Amazon promo where it is necessary (Find a balance between brand identity and 3rd party advertisements.)

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