Overview
Whole Foods wants to engage their shoppers in a deep and meaningful way outside of the store environment. Their research shows that “embarking on a cleanse” is one of the most common scenarios in which consumers shift from other stores to Whole Foods. Whole Foods wants to take this opportunity to provide a mobile app to support consumers in their cleanse.Our project focuses on the Whole Foods section of Amazon’s mobile app. We’re proposing the addition of a juice cleansing tracker, and generally greater focus on juice cleanses, within the existing interface.
My Role: Researcher, Designer, Prototyping
Number of team members: Group project
Duration: Jan 2023 - Aug 2023
Summary of methods and approach: Conducted user interview, Created personas, Task and User flow, Problem and Solution statement, Sketching & Wireframing, Prototyping, User testing, Card sorting, Site map
End deliverable: High-Fidelity Prototype
Tools: Paper, Figma, InVision, Photoshop, Miro, Whimsical
About Whole Foods
Whole Foods is owned by Amazon and it has its own section within the Amazon app. Users can add items to their digital cart and have their items delivered to their door or picked up from their local Whole Foods location. The current digital Whole Foods section currently doesn’t contain any area specific to juice cleanses.We learnt that certain consumers starting juice cleanses buy their juices from Whole Foods, and actually convert to Whole Foods consumers thereafter. Also, juice cleanses present a high ticket purchase that can be repeatedly made by current Whole Foods customers. So we developed an app to support both of those groups as they underwent their juice cleanse. The successful cleanse would lead to new converted customers and high-ticket repeat purchases of juice bundles.
Comparative Analysis
We researched the features of competitors in the juicing space to see which features needed to be included in order for Whole Foods to remain competitive. We found a number of mid to high level outlets with a digital presence and laid out which features they had that Whole Foods/Amazon should consider to remain competitive. The companies we focused on were essentially stores whom our potential cleansers would like have bought from in the past.
Competitive Analysis
We also researched the features of other online retailers to see which features their platforms had. Online consumers expect a generally similar experience across any e-commerce platform, so it was important to create a composite of their experience by drawing data from a variety of online marketplaces.
User Research (Affinity Map)
We performed user research with health-conscious consumers to best understand the wants, needs and pain-points for people open to juice cleanses, and people who had done a cleanse before.
There were four primary findings that we uncovered while interviewing this group. The first finding we came across is that hunger is a challenge when cleansing. This was an almost universal concern amongst interview subjects, and intuitively makes sense considering they’re unable to eat any solid food while undergoing the cleanse, which entails a juice-only diet.
Another finding is that consumers almost were concerned about spoilage during their cleanse. Cleanse juices can be very expensive, and apparently can spoil relatively easily, so when they do buy a juice bundle, they feel like they need to finish it or else they’re wasting a lot of money.
We also found that experienced cleansers had a preference for a 3-day cleanse length. This data is helpful because it helped guide us towards which products to showcase, and how much to prioritize them.
Lastly we found that many of our consumers were used to using health apps. We drew from this that they were both health-conscious, and potentially comfortable with the kind of interface they were used to using within health apps.
Persona(Erica)
From the research findings, we were able to create two user persona, Our primary persona is Erica ( The novice Juicer) she is 28 years old, She is HR professional. Her experiences with cleanses have been unsuccessful. So she is looking for motivational support & reminders to drink her juices, saving or affordable options and education on cleanse programs.
Persona(Mykela)
our secondary persona is Mykela ( The experienced juicer). She is 35 years old and She Real estate developer… Her previous experiences with cleansing have been successful, But she is looking for a simple way to shop bundles, streamlined delivery and reminder to drink her juice.
HMW's
Based of 2 persona’s we came up with these HMW’s:
●Get the to start cleanse?
●Get them to stay on a cleanse and repeat it?
●Help people prevent spoilage?
●Make it easier for advance juicers to quickly buy bundle?
Problem Statements
From our research and key insights, we were able to understand our target user needs.
●Erica needs a better way to start and stay on a cleanse because she struggles with hunger pains and pricing
●Mykela needs a faster way to find cleanse bundles because cleanse products take too much time to find.
Solution Statement
Under covering our users’ needs helped us define our design solution and focus on what people like Mykela really need in regards to Wholefoods app.
●Whole Foods Amazon will offer educational content, a progress tracking dashboard, and a special discount for first-time buyers upon cleanse completion.
●Whole Foods Amazon will create a dedicated cleanse landing page with bundles featured most prominently.
Journey Map(Erica)
Journey Map(Mykela)
Site map
We created a site map to define the overall structure of the app. This was to ensure that products were going to be placed where users would expect to find them when visiting the app and make the shopping experience more intuitive.
The most significant inclusion to the site map is adding a cleanse tracker for the app. If one were to navigate through Whole Foods, there is a hero image of a juice cleanse, and clicking through that would lead to a juice cleanse landing page. From there, you can either peruse through the product categories, or you can go through the dashboard to log your entries, see your schedule, and other activities.
Task Flow
After determining the structure of the Wholefood( Amazon) app, we created a user flow and Task flow diagram to illustrate Erica and Mykela flow in navigating the Wholefoods(amazon) app.The task flows for our personas are relatively simple. Erica’s task involves getting a notification for the cleanse tracker, logging her last drink in, and, upon completion, being eligible to receive a 15% discount for her next cleanse purchase. Mykela’s task is to visit the WF page on the Amazon app, click through the cleanse landing page, click on a juice bundle product page, and finally add the bundle to her shopping cart to check out.
User Flow
Sketches
After determining the structure of the Wholefood( Amazon) app, we created a user flow and Task flow diagram to illustrate Erica and Mykela flow in navigating the Wholefoods(amazon) app.The task flows for our personas are relatively simple. Erica’s task involves getting a notification for the cleanse tracker, logging her last drink in, and, upon completion, being eligible to receive a 15% discount for her next cleanse purchase. Mykela’s task is to visit the WF page on the Amazon app, click through the cleanse landing page, click on a juice bundle product page, and finally add the bundle to her shopping cart to check out.
Midfi- Wireframes
Usability Testing
●40% of users could not tell that they had to scroll down to reach juice tracking icon
●60% of users could not immediately tell which bottle to click to complete their cleanse
●80% of users could add the juice bundle to their cart from our new cleanse landing page
Iterations
●Confusion over drink bottle layout and day and night icons - people did not understand those indicated meal times.
●Updated the layout of the page to show meal times and separated them into cards
felt the copy w instructions should be closer to the action.
●changed button to a clearer CTA.
● Changed copy to be more consistent all the way through “Track your cleanse” reminding users over and over what the end goal is.
Hi-fidelity
●This is a look at our final HiFi design, as we mentioned we added:
●A cleansing tracker function
●A hero image right on the whole foods amazon homepage introducing the ‘juicebar’ section of the site
●We decided to name it juicebar to correlate with that section of the actual store
●And lastly the landing page which would have all the juice cleanse products
Final Prototype
Next Steps
●Build out the entire functionality of all features within tracking dashboard
●Build out dedicated cleansing category under “beverages” in Whole Foods navigation
●A/B Testing push notification
