AMAZON
Whole Foods Market
A cohesive grocery shopping experience that integrated Whole Foods Market into Amazon’s platform – ensuring consistency, reducing friction, and instilling confidence in customers making time-sensitive purchases.
Collaborated with Product, UX, Research, Tech, and partner orgs across Grocery and core shopping teams
Designed for Amazon app and web
Customers Prime customers shopping Whole Foods and Amazon Fresh online
Business Goal Design a unified grocery shopping experience that seamlessly integrates Whole Foods Market into Amazon’s platform – simplifying cart and checkout flows, optimizing delivery slot selection, and reinforcing customer confidence through clarity and consistency.
Constraints Solutions needed to operate within Amazon’s existing frameworks to maintain scalability, avoid tech debt, and preserve fulfillment logic
Research and Discovery
Conducted journey mapping across Amazon Fresh and Whole Foods customers to identify friction points throughout the entire grocery experience – from product discovery to cart and slot selection. I analyzed behavioral data, customer feedback, and metrics to understand where trust or efficiency broke down in the flows.
Design Opportunities
Next Available Window Expose real-time delivery slot availability earlier in the flow, helping shape demand and increase customer’s confidence.
Simplified Add to Cart Redesign buttons and interaction patterns for clarity.
Unified Cart Experience Integrate Fresh, Whole Foods, and Retail items into a cohesive cart experience while maintaining fulfillment logic and substitution preferences.
Slot Selection Optimization Visualize slot availability and dynamic pricing in a way to improve system efficiency.
Checkout Refinement Ensure transparency and predictability at every step – from delivery promises to substitution confirmations.
Process
Ideation & Alignment Partnered with cross-org product and tech teams to align on shared frameworks that reduced technical overhead and maintained scalability.
Iteration Prototyped multiple approaches to slot visibility and substitution preferences. Usability testing revealed customers valued clarity and confidence above all else.
Integration Worked closely with engineering to integrate grocery-specific behaviors into Amazon’s broader retail architecture, ensuring feature parity across devices.
Phased Rollout Releases began regionally, followed by a nationwide rollout once delivery capacity and backend systems stabilized.
Final Solution and Impact
Solution
• The integrated experience unified Whole Foods Market within Amazon’s grocery ecosystem, offering customers a simpler, smarter, and more trustworthy way to shop for groceries online.
• This work laid the foundation for Amazon’s broader multi-cart architecture, influencing future design patterns across other verticals.
Impact
• Reduced cart abandonment through clearer slot visibility and improved substitution flows
• Increased checkout completion rates for grocery orders
• Streamlined system frameworks adopted by other grocery teams for scalability
• Strengthened customer trust through consistent, reliable delivery expectations