Amazon Whole Foods Market
Integrating in-store purchases into Amazon. Our solution is to make it easier for customers to access their Whole Foods in-store purchases directly through Amazon. By integrating in-store purchase history into the Amazon purchase history page, customers can quickly see what they've bought without any extra steps. We'll also add a simple way for customers to scan a QR code from their Whole Foods receipt, so their in-store purchases instantly appear in their Amazon account. This helps customers keep track of their favorite items, making it easy to repurchase what they love and stay connected to the high-quality foods Whole Foods is known for.
The Problem
Whole Foods mission is to sell the highest quality natural and organic foods via its in-store and online marketplace through Amazon. We have observed that customers are struggling to replicate/view their in-store purchases on our online platform, which is causing customers to settle for alternatives or not repurchase from us at all. Our goal is to provide customers with an in-store purchase history on Amazon so that customers keep shopping at Whole Foods.
The design process was a systematic approach that began with understanding the problem or challenge at hand. Once a clear understanding was established, defining the problem statement and project goals. Creative brainstorming sessions then generated a variety of potential solutions. From these ideas, the design phase takes shape, involving the actual creation of prototypes, mock-ups, or detailed plans. This iterative process allows for refinement and improvement after user testing, ensuring that the final design is not only aesthetically pleasing but also functional and aligned with user expectations.
Customers are struggling to replicate/view their in-store purchases on the online platform, causing them to settle for alternatives or not repurchase at all. Three key pain points: Difficulty in Repurchasing Offline Items, Disruption in Online Shopping Experience, and Hesitation to Repurchase.
The Process
Understand
User Research & Competitive Analysis
This demographic often consists of health-conscious consumers who are mindful of their dietary choices, sustainability, and the source of their food. Additionally, the convenience of using a mobile app for grocery shopping appeals to those with busy lifestyles or those who prefer the ease of online ordering and home delivery. These customers may vary in age but are likely to be tech-savvy and comfortable with using digital platforms for their shopping needs. The integration of Whole Foods Market into the Amazon app also attracts Amazon Prime members who can benefit from additional discounts and perks, further expanding the target audience.
Whole Foods Market has many strong competitors, from health-conscious stores to traditional supermarkets. Our competitive analysis examined Sprouts Farmers Market, Instacart, and Walmart across key features including online ordering, curbside pick-up, delivery, purchase history tracking, and membership programs.
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Define
User Persona
Jesse - Tech-Savvy Shopper
Age: 36 | Location: San Francisco, CA | Occupation: Elementary Teacher
Jesse enjoys shopping with a higher priority on health and freshness in mind. As a health-conscious individual, he is committed to maintaining a balanced and wholesome lifestyle. He values organic and sustainable products, making Whole Foods his go-to grocery store for fresh and quality ingredients. Jesse is a digital native who enjoys shopping on Amazon and is an Amazon Prime member who likes to take advantage of loyalty programs.
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Pain Points & Empathy Map
Pain Point 1: Difficulty in Repurchasing Offline Items
"If I need to repurchase items from offline Whole Foods, I need to find a receipt or remember the item."
Pain Point 2: Disruption in Online Shopping Experience
"I love shopping at Whole Foods, but when I try to order my favorite items online, it is like I'm starting from scratch."
Pain Point 3: Hesitation to Repurchase
"I will not repurchase or just purchase similar products."
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Ideate
User Flow & Information Architecture
Our solution addresses the problem of customers struggling to view their Whole Foods in-store purchases on Amazon by integrating this history directly into Amazon's purchase history page. The goal is to make it easy and familiar for users to access what they've bought at Whole Foods, without adding extra steps or introducing a new system. Customers will see a new section labeled "In-Store Purchases" alongside their online orders, allowing them to quickly reference past purchases. To enhance this experience, we've also proposed a QR code scanning feature that connects a Whole Foods receipt to their Amazon account instantly, removing any guesswork.
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Design
Style Guide & Wireframes
To address the inefficiencies identified earlier, we focused on implementing meaningful changes to improve the user experience rather than repeating ineffective solutions. We replaced directory-based navigation with a fixed navigation bar to ensure smoother movement throughout the platform, eliminating confusion and enhancing accessibility. Responsive design updates, such as correcting orientation issues in the status bar, provided a consistent experience across devices.
Color Palette
Primary #00473E
Secondary #007184
Tertiary #FF2F00
Typography
Font: Amazon Ember (Bold, Medium, Regular)
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Test
Usability Study
After creating our initial prototype, we conducted a moderated usability study over the course of 4 days with 5 participants. Participants were tasked with ordering a previously purchased item from Whole Foods through the Amazon application.
Key Findings
- The goal is confusing and the task flow can be misleading
- There needs to be a clearer path to in-store purchase information
- Users do not feel like they are repurchasing a previously purchased item
- More filtering options could solve the problem of finding a previously purchased item
- A receipt scanning option should be highlighted
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The Solution
Our solution makes it easier for customers to access their Whole Foods in-store purchases directly through Amazon. By integrating in-store purchase history into the Amazon purchase history page, customers can quickly see what they've bought without any extra steps. We'll also add a simple way for customers to scan a QR code from their Whole Foods receipt, so their in-store purchases instantly appear in their Amazon account.
Access to recent in-store purchases from the homepage for quick viewing or repurchasing. This feature allows customers to quickly see their most recent Whole Foods purchases directly from the Amazon homepage, making it convenient to reorder favorite items without navigating through multiple pages.
Amazon order history page dedicated to in-store purchases. Customers can see a dedicated section in their order history specifically for Whole Foods in-store purchases, making it easy to track and reference past shopping trips.
Receipt scanning feature highlighted on the navigation bar. The QR code scanning functionality is prominently placed in the navigation, allowing customers to easily scan their Whole Foods receipts to instantly add in-store purchases to their Amazon purchase history. Users can also enter QR codes manually if preferred.
Retrospective
What would I do differently?
Integrating physical receipts and barcode scanning into the Amazon-Whole Foods app significantly improved user experience by enhancing convenience and accessibility. This seamless feature allows users to track purchases and reorder items easily, simplifying the repurchase journey. Additionally, offline access to purchase history caters to users with varying preferences. The comprehensive integration of online and offline shopping features delivers a more holistic experience. The case study emphasizes the importance of iterative development, continuously refining features based on user feedback, and balancing innovation with simplicity to ensure an intuitive and user-friendly interface. Maintaining the brand identity throughout the integration was crucial to ensure a cohesive experience for users.
Technical Constraints
Technical constraints included the need to integrate with existing Amazon infrastructure and purchase history systems, ensuring seamless data synchronization between in-store and online platforms. The QR code scanning feature required careful implementation to handle various receipt formats and ensure accurate data capture. Maintaining consistency with Amazon's design system while incorporating Whole Foods branding elements presented challenges. Responsive design considerations were necessary to ensure the solution worked across different device types and orientations.