[Case 04]
Shop Anywhere
Deliver beyond the store
UX
End-to-end
2022
Visons to launch
530+
Stores
0→1
Vision
Bringing Whole Foods curation beyond the store
Built a 0→1 direct-ship vision extending beyond 530+ stores, validated with 11 customer tests, and packaged into 5 strategic journeys for leadership planning.
What I Build
Personalized Home + Restock
Household needs + diet/values-aware recommendations
Occasion → picks → cart (dinner plans, hosting, gift boxes)
My Scope
0→1 concept + North Star vision
Product strategy · Storytelling
Personas + journeys
Research-led design · End-to-end journey design
Roadmap + Research
Customer research · Cross-functional alignment
Context
The Problem
Not near a Whole Foods Market
Limited access to Whole Foods–quality, organic options
“I miss shopping Whole Foods.”
Unhealthy tradeoffs
Local stores don’t match her standards
“I’m settling for less healthy choices.”
Discovery is overwhelming
Finding new “good” alternatives takes too long
“I don’t have time to research every product.”
Shopping happens all week
She adds items bit-by-bit and wants trusted options when she needs them
“I build my cart throughout the week.”
The Bet
Curation reduces decision fatigue
Bring Whole Foods trust and values online through guided journeys.
Outcome
