Grocery Editorial Content

Project: Our team exists in a very unique cross-section of the grocery space and the tech space. Because we are in such a unique position in the market, I wanted to find ways to integrate editorial content within our shopping experience in ways that are both educational and shoppable for our customers.

Process: At the beginning of 2020, our creative team participated in a month-long series of visioning exercises to come up with creative ways to change up our shopping experience for our customers. As many out-of-the-box solutions as we’d all collectively come up with, we knew we’d immediately be hindered by the reality that our engineering team wasn’t available to support the extensive amount of tech-work needed to roll out entirely new features that would work within our shopping experience. Around this same time, I learned about an internal Content Management System (CMS) that was available for any internal teams to use, with little to no tech-lift at all. I immediately began exploring the tool, hypothesizing all the various ways we could integrate it within our shopping experience in a way that felt totally natural and didn’t distract from the customer experience. Initially, I used the tool to build entire landing pages for our team. In the past, anytime we did this, in order to have full creative control of the look & feel of the page, it would have to be created with large jpegs meant to simulate live-text and imagery on the page. Unfortunately, we knew this was a poor CX as it would have zero accessibility with no live text on the page, and would also hinder our page rankings for SEO. With this new CMS tool, this changed everything entirely. The best part of all? Our marketers could easily edit and schedule these pages without requiring any additional design or engineering support to make changes. It also allowed us to design with mobile-first in mind, ensuring that our experience was created with our customers in mind regardless of what device they were shopping from. Eventually, my explorations in the CMS tool led us to discover that content I built in it could also be scheduled on our storefront, leading to the eventual construction of our Whole Foods Market Thanksgiving and Holiday pages, providing customers helpful holiday prep tips and shoppable content sprinkled in between carousels of grocery products. The tool is currently still in use, now being rolled out to our international marketing team with a series of templates that are as simple as dropping & dragging to create, opening the doors for endless advertising partnerships, event-specific campaign features, and so much more to come.

Role: UX, Art Direction, Visual Design.

Amazon Grocery Learn More Page

Created a landing page for new customers to be able to learn more about how to shop groceries on Amazon. This was our first page ever built in the CMS tool, and led to a 20 spot jump in our SEO rankings and a +113% increase in estimated traffic for generic keywords within the first month alone.

Whole Foods Market Thanksgiving Page

After learning how to schedule our CMS content within our usual shopping experience, I collaborated with the Whole Foods Market team on a special Thanksgiving feature page. With the CMS tool, I was able to create a special turkey spotlight, rotating series of Thanksgiving “pro tips,” and a Thanksgiving servings calculator. All content built in the CMS tool was fully accessible and shoppable, ensuring a thoughtful and informative shopping experience.

Whole Foods Market Learn More Page

Our Whole Foods Market LMP was the first of its kind ever created for our third-party grocery partners. For this special page, I was able to work with our developer team to develop a series of custom CSS to allow the page to take on Whole Foods Market’s branding. The net-new WFM Learn More page drove 18M impressions in its first month of its launch, rising from 3.5M to 6.4M (+82% WoW) from first week to second week post-launch and staying elevated at 6.3M impressions (-2% WoW) in the third week.