[Case 04]
Shop Healthy Anywhere
Deliver beyond the store
UX
End to end
2022
Project Time
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.
My Scope
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
Bring Whole Foods trust and values online through guided journeys.
What I Build
Personalized Home + Restock
Household needs + diet/values-aware recommendations
Meals Inspiration Journey
Occasion → picks → cart (dinner plans, hosting, gift boxes)
Outcome
Research
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