Shoutouts
So many people helped bring this project to life!
Project Manager
Content Strategist
Researchers
Engineers
Data scientists
Product operations
Product Marketing Manger
Me (Designer)
Problem Statement
While Eataly customers could shop online, the experience lacked the discovery, storytelling, and ease of basket-building found in Eataly’s in-store experience.
The experience leaned on search, categories, and product grids, useful for finding items, but less effective for inspiring discovery.
*****Crop the right image slightly so Pasta Sauces sits more central in the frame (not Fresh Fruits dominant).
Customers
Had no easy way to discover what’s new at their favorite Eataly store.
If Eataly introduces a seasonal product, featured collection, or special promotion, customers have to open the app and search the storefront themselves to find it.
Eataly
Want a way to connect with their online customers.
Eataly is more than a grocery storefront. They want ways to connect with customers, share their story, and bring more discovery into the online shopping experience.
Brand partners were already finding ways to stand out…
Eataly’s brand partners were using sponsored placements and product modules to get noticed, revealing a need for more intentional discovery moments in the shopping experience.
How might we…
…increase online demand by helping customers discover relevant products while they shop?
02 Defining Success
Make Discovery Effortless
Customers should notice what’s new, seasonal, or worth trying without having to search for it.
Create a Curated Experience
The experience should feel thoughtful and distinctive, reflecting the discovery customers associate with Eataly in-store.
Don’t Disrupt Shopping
Discovery should feel like a natural part of shopping, not something that pulls customers away from completing their order.
Keep Content Relevant
Customers should see content that feels timely, useful, and aligned with what they care about in the moment.
Product Requirements
Make Discovery Effortless
Customers can discover what’s new, seasonal, or worth trying directly on the storefront.
Create a Curated Experience
Content should include a mix of programmatic and curated content.
Don’t Disrupt Shopping
Keep discovery within browsing so customers can explore featured content without interrupting their path to purchase.
Keep Content Relevant
Customers should see content that feels timely, useful, and relevant in the moment.
However…
There was one big questions…
Should discovery live within browsing or stand alone?
We knew we wanted customers to discover more while they shopped. The question was whether discovery should live within an existing behavior, like bookmarking items, or be introduced as its own browsing experience.