Project Overview
The Problem
Whole Foods Market needed to increase Amazon Prime membership sign-ups directly inside their 365 stores. The challenge: in-store shoppers have divided attention, low patience for friction, and no natural reason to stop mid-shop and sign up for a subscription service. The sign-up flow needed to earn that pause.
What I Did
- Analyzed the in-store customer journey to identify where and when sign-up intent would be highest
- Mapped the enrollment flow to minimize steps and surface the most compelling value proposition immediately
- Designed for the physical retail context — glancing shoppers on mobile, not seated browsers
- Created a content hierarchy that led with savings impact rather than feature lists
- Balanced persuasive messaging with a clear, low-friction path to conversion
Outcome
A focused mobile experience that served as the primary digital touchpoint for in-store Prime enrollment — designed to convert a shopper already spending money at Whole Foods into a subscriber in as few steps as possible.
Role:
Conversion Strategy · Mobile UX · Product Design
Client:
Whole Foods Market / Amazon
