Thrive Market -
Set Up Thrive Market for Growth
Thrive Market -
Set Up Thrive Market for Growth
Thrive Market -
Set Up Thrive Market for Growth
Riding the E-Commerce Surge
In 2021, as the pandemic reshaped shopping habits, Thrive Market faced a pivotal moment. Demand for online grocery soared, but their digital experience lagged. To keep pace, Thrive Market tasked us with overhauling their web and mobile ecosystems to boost membership sign-ups and drive continuous auto-ship orders.
My Role
I was in charge of the UX and visual design of subscription flows, home page feed, and autoship management across mobile app and desktop web, supporting testing and the engineering team until launch.
Timeline
Q1 2021 - Q2 2021 (6 months)
My Role
UX / UI Designer
Skills
Product Strategy
UX & UI
Design System
Interactive Prototyping
User Research & Testing
Team
August Kreowski, Jeff Lo, James Meeks, Erica Moyer, Melissa Belongea
Riding the E-Commerce Surge
In 2021, as the pandemic reshaped shopping habits, Thrive Market faced a pivotal moment. Demand for online grocery soared, but their digital experience lagged. To keep pace, Thrive Market tasked us with overhauling their web and mobile ecosystems to boost membership sign-ups and drive continuous auto-ship orders.
My Role
I was in charge of the UX and visual design of subscription flows, home page feed, and autoship management across mobile app and desktop web, supporting testing and the engineering team until launch.
Timeline
Q1 2021 - Q2 2021 (6 months)
My Role
UX / UI Designer
Skills
Product Strategy
UX & UI
Design System
Interactive Prototyping
User Research & Testing
Team
August Kreowski, Jeff Lo, James Meeks, Erica Moyer, Melissa Belongea
Riding the E-Commerce Surge
In 2021, as the pandemic reshaped shopping habits, Thrive Market faced a pivotal moment. Demand for online grocery soared, but their digital experience lagged. To keep pace, Thrive Market tasked us with overhauling their web and mobile ecosystems to boost membership sign-ups and drive continuous auto-ship orders.
My Role
I was in charge of the UX and visual design of subscription flows, home page feed, and autoship management across mobile app and desktop web, supporting testing and the engineering team until launch.
Timeline
Q1 2021 - Q2 2021 (6 months)
My Role
UX / UI Designer
Skills
Product Strategy
UX & UI
Design System
Interactive Prototyping
User Research & Testing
Team
August Kreowski, Jeff Lo, James Meeks, Erica Moyer, Melissa Belongea
Solution Showcase
Launched In 6 Months
In just six months, we launched a tailored shopping experience, across web and app, that speeds up sign-ups and boost conversions. After launch, we ran rapid, data-driven iterations to keep refining the experience and driving results.
Solution Showcase
Launched In 6 Months
In just six months, we launched a tailored shopping experience, across web and app, that speeds up sign-ups and boost conversions. After launch, we ran rapid, data-driven iterations to keep refining the experience and driving results.
Solution Showcase
Launched In 6 Months
In just six months, we launched a tailored shopping experience, across web and app, that speeds up sign-ups and boost conversions. After launch, we ran rapid, data-driven iterations to keep refining the experience and driving results.
+9.7%
Increase in
membership sign-ups
/01
+9.7%
Increase in
membership sign-ups
/01
+9.7%
Increase in
membership sign-ups
/01
+16%
Increase in
1st time orders
/02
+16%
Increase in
1st time orders
/02
+16%
Increase in
1st time orders
/02
+33%
More customers
completed orders
/03
+33%
More customers
completed orders
/03
+33%
More customers
completed orders
/03
Challenge
Revive Membership Funnel
Coming to Thrive Market, customers expected an easy path to healthy, eco-friendly groceries. However, they faced a long and rigid sign-up quiz flow. 45% of customers quit before they saw any benefits. Savings and curated picks were hidden in the funnel. Subscription options stay buried, causing confusion and low sign-up rates.
Such a broken journey cost us members at every step before they could even discover Thrive Market’s true value.
Challenge
Revive Membership Funnel
Coming to Thrive Market, customers expected an easy path to healthy, eco-friendly groceries. However, they faced a long and rigid sign-up quiz flow. 45% of customers quit before they saw any benefits. Savings and curated picks were hidden in the funnel. Subscription options stay buried, causing confusion and low sign-up rates.
Such a broken journey cost us members at every step before they could even discover Thrive Market’s true value.
Challenge
Revive Membership Funnel
Coming to Thrive Market, customers expected an easy path to healthy, eco-friendly groceries. However, they faced a long and rigid sign-up quiz flow. 45% of customers quit before they saw any benefits. Savings and curated picks were hidden in the funnel. Subscription options stay buried, causing confusion and low sign-up rates.
Such a broken journey cost us members at every step before they could even discover Thrive Market’s true value.
Insights
Friction at Every Step
Drawing on online reviews, app feedback, internal surveys, and client data, we identified the following critical pain points.
Critical Pain Points
01
Complex quiz flow undermines momentum
45% abandoned the lengthy and rigid sign-up quiz before seeing any value, stopping progress early.
02
Unguided post-signup experience
The generic browsing experience with no tailored guidance, leading to only 15% of newly signed-up users placing an order immediately.
03
Obscured subscription management
Autoship settings were inaccessible, and users have a hard time understanding how it works.
Insights
Friction at Every Step
Drawing on online reviews, app feedback, internal surveys, and client data, we identified the following critical pain points.
Critical Pain Points
01
Complex quiz flow undermines momentum
45% abandoned the lengthy and rigid sign-up quiz before seeing any value, stopping progress early.
02
Unguided post-signup experience
The generic browsing experience with no tailored guidance, leading to only 15% of newly signed-up users placing an order immediately.
03
Obscured subscription management
Autoship settings were inaccessible, and users have a hard time understanding how it works.
Insights
Friction at Every Step
Drawing on online reviews, app feedback, internal surveys, and client data, we identified the following critical pain points.
Critical Pain Points
01
Complex quiz flow undermines momentum
45% abandoned the lengthy and rigid sign-up quiz before seeing any value, stopping progress early.
02
Unguided post-signup experience
The generic browsing experience with no tailored guidance, leading to only 15% of newly signed-up users placing an order immediately.
03
Obscured subscription management
Autoship settings were inaccessible, and users have a hard time understanding how it works.
Opportunity
Opportunity
Opportunity
How might we create a guided, value-driven funnel that builds trust and drives subscriptions?
Solution - 01
Solution - 01
Solution - 01
Streamline The Membership Funnel
Rewire the Funnel Around Value Moments
We restructured the journey to spotlight key user triggers:
Value alignment (e.g., organic, sustainable, dietary needs)
Curated product recommendations from quiz results
Tangible savings and membership perks
We mapped the flow to surface emotional wins before the paywall, which helped maintain momentum and improved the conversion funnel.
Rewire the Funnel Around Value Moments
We restructured the journey to spotlight key user triggers:
Value alignment (e.g., organic, sustainable, dietary needs)
Curated product recommendations from quiz results
Tangible savings and membership perks
We mapped the flow to surface emotional wins before the paywall, which helped maintain momentum and improved the conversion funnel.
Rewire the Funnel Around Value Moments
We restructured the journey to spotlight key user triggers:
Value alignment (e.g., organic, sustainable, dietary needs)
Curated product recommendations from quiz results
Tangible savings and membership perks
We mapped the flow to surface emotional wins before the paywall, which helped maintain momentum and improved the conversion funnel.
Guided Sign-Ups that Drives Conversion
KPI: Sign-Up Rate
KPI: Order Completion Rate
The original quiz had high abandonment. It was long and didn’t provide enough incentive to complete. I revamped sign up to be a guided, value-packed flow that naturally drives conversion.
Guided Sign-Ups that Drives Conversion
KPI: Sign-Up Rate
KPI: Order Completion Rate
The original quiz had high abandonment. It was long and didn’t provide enough incentive to complete. I revamped sign up to be a guided, value-packed flow that naturally drives conversion.
Guided Sign-Ups that Drives Conversion
KPI: Sign-Up Rate
KPI: Order Completion Rate
The original quiz had high abandonment. It was long and didn’t provide enough incentive to complete. I revamped sign up to be a guided, value-packed flow that naturally drives conversion.
Solution - 02
Solution - 01
Solution - 01
Solution - 01
A Home Page that Grows With You
A Personalized, Inspiring Home Page
KPI: Average Order Value
We reimagined the homepage as “My Aisle,” blending practical features (seasonal picks)with delightful inspirational modules. Every element reflects the values members shared in the quiz, so each visit feels both personal and uplifting.
A Personalized, Inspiring Home Page
KPI: Average Order Value
We reimagined the homepage as “My Aisle,” blending practical features (seasonal picks)with delightful inspirational modules. Every element reflects the values members shared in the quiz, so each visit feels both personal and uplifting.
A Personalized, Inspiring Home Page
KPI: Average Order Value
We reimagined the homepage as “My Aisle,” blending practical features (seasonal picks)with delightful inspirational modules. Every element reflects the values members shared in the quiz, so each visit feels both personal and uplifting.
A Personalized, Inspiring Home Page
KPI: Average Order Value
We reimagined the homepage as “My Aisle,” blending practical features (seasonal picks)with delightful inspirational modules. Every element reflects the values members shared in the quiz, so each visit feels both personal and uplifting.
Solution - 03
Solution - 01
Solution - 01
Solution - 01
Autoship Made Simple
Your Box, Your Way
KPI: Paperless Enrollment Rate
Autoship is a key retention lever. We simplified the flow so users can easily skip, reschedule orders, see exactly when and how much they’ll receive next.
Your Box, Your Way
KPI: Paperless Enrollment Rate
Autoship is a key retention lever. We simplified the flow so users can easily skip, reschedule orders, see exactly when and how much they’ll receive next.
Your Box, Your Way
KPI: Paperless Enrollment Rate
Autoship is a key retention lever. We simplified the flow so users can easily skip, reschedule orders, see exactly when and how much they’ll receive next.
Your Box, Your Way
KPI: Paperless Enrollment Rate
Autoship is a key retention lever. We simplified the flow so users can easily skip, reschedule orders, see exactly when and how much they’ll receive next.
Impact
In just six months, we rolled out the new design and saw all key metrics move upward.
Our work earned two Webby Awards, plus Fast Company’s Innovation by Design Awards. By 2021, Thrive Market was eyeing a $2 billion IPO, highlighting how these improvements helped position the company for rapid growth.
Press News
+9.7%
Increase in membership sign-ups
+16%
Increase in 1st time orders
+33%
More customers completed orders
Impact
In just six months, we rolled out the new design and saw all key metrics move upward.
Our work earned two Webby Awards, plus Fast Company’s Innovation by Design Awards. By 2021, Thrive Market was eyeing a $2 billion IPO, highlighting how these improvements helped position the company for rapid growth.
Press News
+9.7%
Increase in membership sign-ups
+16%
Increase in 1st time orders
+33%
More customers completed orders
Impact
In just six months, we rolled out the new design and saw all key metrics move upward.
Our work earned two Webby Awards, plus Fast Company’s Innovation by Design Awards. By 2021, Thrive Market was eyeing a $2 billion IPO, highlighting how these improvements helped position the company for rapid growth.
Press News
+9.7%
Increase in membership sign-ups
+16%
Increase in 1st time orders
+33%
More customers completed orders
Impact
In just six months, we rolled out the new design and saw all key metrics move upward.
Our work earned two Webby Awards, plus Fast Company’s Innovation by Design Awards. By 2021, Thrive Market was eyeing a $2 billion IPO, highlighting how these improvements helped position the company for rapid growth.
Press News
+9.7%
Increase in membership sign-ups
+16%
Increase in 1st time orders
+33%
More customers completed orders
