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.
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.
Moodboards inspired the UI, which was then defined in a styleguide.