Eataly x Instacart
Role UX designer from concept to delivery.
Responsibilities Conduct research, interviews, sketch, design digital wireframes, and low and high-fidelity prototypes, conduct usability test, account for accessibility, and iterate on designs based on feedback.
Project duration: 3 months
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App Store
0% results
Download on the App Store and Android
partnership with Instacart
partnership with improving experiences with digital products and services
Eataly Stories
Empowering Eataly x Instacart shoppers to connect with their customers.
Empowering Eataly x Instacart shoppers to connect with their customers.
0% results
Background
Problem Statement
“How can we share news and updates about our store to our customers?”
While Eataly does everything in their power to communicate directly with their customers, they have few ways currently to do so on Instacart.
Eataly Customers
If a store or brand partner has a promotion, new menu item, or other update - customers have to open the app and look for that store(update).
Have no way of knowing what’s going on with their favorite Eataly stores.
Eataly
Wants a way to connect with
their customers.
Eataly is more than just a storefront. They want to connect with their customers, share their story, and build loyal relationships.
How Might we…
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“What’s new? What promotions are available? How can I learn more about
this store?”
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.
... increase customer demand via connection between merchants and customers, while curating relevant and timely content?
02 Defining Success
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.
Project requirements
Customer Choice
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.
A Human Touch
Content types to include a mix of programmatic and custom content.
Easy to Create
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
Programmatic Stories are generated automatically using product and seasonal data. Custom Stories can be easily created and managed by Eataly's team.
However…
There was one big open question...
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?