FreshDirect iPad App
Lead design of an award-winning iPad app for New York’s biggest online grocer
Product Strategy • UI Design • Art Direction
FreshDirect had long established its brand as the go-to online grocer in New York City.
Looking to improve their mobile shopping experience across the board, FreshDirect saw the iPad as a blank slate to create new ways for customers to shop.
I was hired by FreshDirect’s growth strategy firm MACHINE to supplement the team as the Lead Product Designer. Working alongside MACHINE’s team, leaders at FreshDirect, and their development partner, Door3, we created an iPad experience that matched the quality of Fresh Direct’s carefully sourced food.
The design won a Webby Award for Best Tablet Shopping Experience.
We tested and refined our ideas by sharing prototypes with FreshDirect customers early in the process.
Below are some highlights of new product improvements.
Grocery shopping typically involves grabbing the essentials first, so we put the customer’s frequently ordered items right at their fingertips.
A collapsing navigation pattern allows customers to quickly jump in and out of storefronts and categories.
Smaller in-app stores designed with custom photography and badges echoed real-world shopping.
Customers can find recipes, cooking tips and tricks, and producer stories all in one place.
At checkout, customers can view and edit their delivery information, address and payment info, and then checkout with a single tap.
Moodboards inspired the UI, which was then defined in a styleguide.
To avoid the “farm to table” chalkboard and handwriting look that’s often overused when portraying fresh food, we selected a natural, cozy look.
Newslab was chosen as the display typeface for its soft, upbeat personality and Brandon Text for its warmth and large x-height for the body copy.
Food photographer Johnny Miller shot lifestyle photos depicting everyday cooking moments to use on shop landing pages and in promo areas throughout the app.
I delivered a styleguide to ensure the consistency of future designs and aid in a smooth handoff between teams.
Design and Growth Strategy Firm
Ryan Jacoby / Project Lead
Erin Nolan / Lead Product Designer
Janvi Jhaveri / Strategist
Miles Fitzgerald / UX Designer
Jodi Kahn / Chief Consumer Officer
Lisa Kolodny / VP of Marketing
Liz Kennedy / Content & Social Media
Ron Breakstone / VP of Technology
Paloma Campo, Pablo Aguilar / Designer
Johnny Miller / Photography
Erin is a product designer at Etsy
Want to get in touch?
I’m available for speaking at events and conferences as well as teaching workshops on product ideation, testing, and design.