Eataly x Instacart
2026-Now
Eataly Stories
Help Eataly connect with customers through stories.
Role
Product Designer
Team
Project Manager
Content Strategist
Researchers
Engineers
Data scientists
Product operations
Product Marketing Manger
Me (Designer)
Problem
While customers come to Instacart to shop, they have few opportunities to discover new products or experience the inspiration that makes shopping at Eataly unique.
Customers
Have no way of discovering what's new at Eataly while shopping on Instacart app.
If Eataly introduces a new product, seasonal collection, or limited-time offering, customers have to search for it themselves—or miss it entirely.
My focus
IOS, Android,
My focus
Visual, UI,
Eataly
Want a way to connect with their Instacart customers.
Eataly is more than just a grocery store. They want a way to share what's new, highlight seasonal products, and build stronger relationships with customers.
Discovery was missing from the shopping experience...
Don't Overwhelm
Respect customers' attention and shopping experience by controlling the amount and frequency of Stories so they remain helpful instead of distracting.
Easy to Create
Eataly's team doesn't always have time to create content from scratch. We should provide easy-to-use, programmatic templates with customization as an option, not a necessity.
Customers can choose whether to view Stories and explore content from Eataly at their own pace.
Don't Overwhelm
Group Stories together and surface them at the right moment without interrupting the shopping experience.
Content types to include a mix of programmatic and custom content.
Easy to Create
Programmatic Stories are generated automatically using product and seasonal data. Custom Stories can be easily created and managed by Eataly's team.
How might we…
...increase product discovery through meaningful connections between Eataly and its customers, while delivering timely and relevant content?
Features
Customer Choice
Avoid surfacing Stories without the customer's intent. Customers should have control over when and how they receive content from Eataly.
A Human Touch
Content should support Eataly's brand expression and shouldn't feel generic or promotional.
Even when we leverage programmatic content, Stories should feel authentic and unique.
Product Requirements
Customer Choice
A Human Touch
However
There was one big open question...
Eataly
Should we integrate Stories into the existing shopping experience?
We knew we wanted Stories to feel natural. Should we introduce a new destination for discovery, or integrate Stories into the existing Eataly storefront where customers already shop?
Yes!
Content Types
Programmatic
Content automatically generated on behalf of Eataly.
New products
New promotions
Seasonal collections
Best sellers
Limited-time offerings
Custom
Content created and managed by Eataly's team.
Product spotlights
Store news and announcements
Recipes and cooking tips
01 Exploration
Push Notifications
Send updates through notifications to encourage customers to discover new products.
Why we didn’t move forward
Customers already receive frequent notifications from Instacart.
Adding more promotional notifications from Eataly could contribute to notification fatigue and reduce engagement.
02 Exploration
Status Updates
Display Stories directly on the Eataly storefront.
03 Exploration
Contextual Stories
Show Stories related to the products customers are viewing, e.g. fresh pasta.
04 Designs
Feed
Stories most relevant to the customer's shopping are shown first, followed by featured Stories.
Story
Full-screen Stories showcase both programmatic and curated content.
Campaigns
Inviting merchants to participate in marketing campaigns.
Curated Content
New Seasonal Collection Discover our newest seasonal products, available for a limited time.
Our Story Discover our newest seasonal products, available for a limited time.
Featured Collection Explore hand-picked products curated by our team.
New Seasonal Collection
Discover our newest seasonal products, available for a limited time.
Our Story
Learn more about Eataly's passion for authentic Italian food and tradition.
Featured Collection
What's New
Explore hand-picked products curated by our team.
Be the first to discover new arrivals and limited-time favorites.
From Our Kitchen
Discover products inspired by recipes and seasonal ingredients.
Corporate
Corporate can create and publish Stories in the Marketing section.
05 Results
+18%
Increase in product discovery through Eataly Stories.
Projected +18% increase in featured product views.
+11%
Increase in purchases of featured and seasonal products.
Projected +11% increase in orders containing promoted products.
Impact