FreshDirect Web and Mobile Platforms

BACKGROUND

As one of the country’s first online grocery delivery services, FreshDirect has been known for its commitment to delivering the highest quality, freshest food. The New York-based company finds food treasures and everyday grocery needs and delivers them to your home or office when you need them.

To meet the needs of loyal shoppers and offer better service to all customers — who have an increasingly wide variety of grocery delivery options — FreshDirect asked Work & Co to help reimagine their primary digital website and mobile touchpoints.

Our goal was to service customers’ daily shopping needs by improving product discovery and reordering while helping new customers understand the breadth of the FreshDirect offering. The project started with research and strategy, and spanned detailed design for both the site and the mobile app.

ABOUT THE WORK

–To broaden FreshDirect’s appeal to newcomers, the new homepage is open and easily adjustable, with fewer categories. This consolidated navigation to make browsing and discovery easier and reordering faster, and helps FreshDirect merchandise around what makes it special: quality, speed and selection.

–In order to become shoppers’ primary store, FreshDirect had to demonstrate breadth and depth across different grocery need states. Stronger messaging and iconography helps convey the brand's value propositions, including focus on quality and express service. Additionally, the refined aesthetic direction now aligns with the premium experience that FreshDirect provides.

–FreshDirect also provided time-saving tools like adding items from suggested search, and pairing based on previous orders. Cross-cart sync between app and web provides a true omnichannel experience, so users can start an order on one device and check out on another. Streamlined flows help users find and book delivery slots easily, and the UI is optimized for on-the-go multitasking and decision-making.

Said John MacDonald, the company’s Chief Marketing Officer: “At FreshDirect, we are dedicated to continuously enhancing the shopping experience for our valued customers and we are confident that we have raised the bar for online grocery shopping, providing a seamless experience for all.”