MY WHOLE FOODS
My Whole Foods is a redesign of the current Whole Foods application. It improves user experience in not only the app, but also in store. My Whole Foods also includes new features such as integration of Amazon Fresh for home delivery service.
My Role
TEAM PROJECT
APP REDESIGN
I collaborated with my team to make improvements to the current Whole Foods app. I also contributed to user and market research.
The design of the mockup screens were done by me, the UI was created by colleague Aaron Hartman.
Problem
How can we improve the Whole Foods app to reach a broader demographic and expand market share?
Research
Female: 25-39
Asian Skew
Advanced college degrees
High HHI: $1000+ discretionary income
SWOT
In addition to research on our current user demographic, we conducted a SWOT analysis on Whole Foods as a company to determine which aspects to capitalize on to make a the best application design possible.
strengths
1. High quality products and service
2. Ranked 3rd most reputable retail brand in America
3. Customers willing to pay premium
weaknesses
1. Viewed as expensive: “Whole Paycheck”
2. Low market share
3. Outdated mobile app
opportunities
1. Amazon acquisition:
lower prices and broader appeal
2. Access to greater tech talent
3. Expand international presence
threats
1. Competitors such as Sprouts Farmers Markets and Trader Joe's
2. Negative publicity
3. Potential App/Website Failure
While Whole Foods is ranked 3rd most reputable brand, it suffers from a low market share. Whole Foods has been known for it's premium prices which prevents reaching different types of demographics, specifically younger consumers.
With Amazon's recent acquisition of Whole Foods, prices have began to drop, which draws appeal to the consumers that have not shopped there in the past. On top of these lower prices, the app should include features that appeal to younger consumers such as in-app ordering and a personalized view.
Redesign Screens
This improved menu allows users to easily access the features of the My Whole Foods app.
A customized view has been included in our app redesign.
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75% of consumers are more likely to continue shopping somewhere that recognizes their preferences.
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Personalization reduces information overload and allows users to reach their shopping goals easier. Increased customer satisfaction will ensure they continue to shop at Whole Foods.
One of the most important features of our redesign is the integration of shopping in-app and providing home delivery through Amazon Fresh services.
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While Whole Foods currently offers home delivery, it is not as popular as some other retailers delivery services.
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With Amazon's recent acquisition of Whole Foods, WF can utilize Amazon Fresh's services for more efficient and powerful delivering.
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By adding in-app delivery, Whole Foods can target a younger demographic that utilizes mobile services more often than older shoppers.
Our last feature of our redesign is a store map. Users can easily search for an item in their selected store and find out the quantity available and the location of it.
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This leads to a better in-person shopping experience for the customer by spending less time searching for grocery items.
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Marketing + Implementation
To promote use of the app by Whole Foods customers, we will have in-store promotions such as QR codes at the bottom of receipts and requiring that cashiers mention the app to customers during check out.
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Other incentives will include free home delivery for one month, as well as $5 off your next order for each referral you send to a friend to download the app with a limit of 3 referrals.
Measuring Success
To measure the success of our redesign implementation, we can measure the number of initial app downloads, compare online sales with in store sales, and listen to customer feedback through the app.
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We expect an increase in revenue with this implementation, with an estimation of $3 to $5 million per year.
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Future opportunities: Decreasing in-store traffic will improve efficiency, as well as potential collaboration with Amazon Go