Grocery List x Instacart - WeightWatchers
Grocery List x Instacart - WeightWatchers
Collaboration
As part of the "What to Eat" initiative at WeightWatchers, I led the design of a new grocery list tool that integrates seamlessly with Instacart. This tool allows our members to plan using WeightWatchers recipes, shop for ingredients, and have their groceries delivered directly to their doorsteps in a streamlined process. Launched in May 2023, this tool led to reduced week 1 cancel rates and $150,000 in additional revenue per month.
As part of the "What to Eat" initiative at WeightWatchers, I led the design of a new grocery list tool that integrates seamlessly with Instacart. This tool allows our members to plan using WeightWatchers recipes, shop for ingredients, and have their groceries delivered directly to their doorsteps in a streamlined process. Launched in May 2023, this tool led to reduced week 1 cancel rates and $150,000 in additional revenue per month.
Role
Lead Product Designer
Company
WeightWatchers/Instacart
Date
May 2023
The Problem
Members frequently faced challenges with grocery shopping, including uncertainty about which foods to buy, difficulty remembering zero-point foods, and the tendency to overspend or buy unnecessary items. As busy professionals and sole caretakers, they needed a more efficient way to manage their grocery shopping while staying aligned with their WeightWatchers goals. We aimed to simplify this process and modernize the app experience, making the weight health journey more attainable and enjoyable.
Scope & constraints
- External Collaboration: We relied on Instacart’s technology and timelines, which occasionally limited our design options.
- Shifting Priorities: Changes in company leadership and shifting priorities required us to adapt our original vision from an end-to-end experience to a more focused MVP (Minimum Viable Product).
Results
The grocery list tool launched in May 2023 achieved significant outcomes:
- Reduced Week 1 Cancel Rates: We saw a notable decrease in cancellation rates within the first week of launch.
- Revenue Growth: The tool contributed over $150,000 in additional revenue for WeightWatchers within the first month.
- Increased Cart Purchases: Our partnership with Instacart led to 6.5x more cart purchases compared to other Instacart partners.
These results highlight both the tool’s success in meeting user needs and its positive impact on our business and collaboration with Instacart.
Solution
Research
Understanding User Needs
To begin, I revisited the extensive research conducted with WeightWatchers members. We had collected qualitative and quantitative data through hundreds of interviews and surveys, focusing on members' grocery shopping experiences and their interactions with the WeightWatchers program. Key insights included:
- Uncertainty in Grocery Choices: Members struggled with knowing which foods to buy to stay within their points goals and often resorted to using the app’s barcode scanner to check food points.
- Overwhelming Program Flexibility: The flexibility of the WeightWatchers program sometimes overwhelmed members, making it difficult for them to plan meals and create grocery lists efficiently.
- Time Constraints: Many members were busy professionals and primary caregivers, finding grocery shopping to be an additional burden in their already packed schedules.
Competitive Analysis
To gain further insight, I conducted a competitive analysis of popular grocery list and meal planning apps. This involved:
- Feature Comparison: I reviewed common features such as meal planning tools, grocery list management, and integration with delivery services.
- Usability Evaluation: I evaluated the usability of these features, noting what worked well and what didn’t. For example, I observed that seamless recipe-to-shopping-list conversions were particularly effective in engaging users.
- Identifying Gaps: I identified gaps in existing solutions, such as a lack of personalized grocery recommendations and integration with specific diet programs like WeightWatchers.
Ideation and Concept Development
Defining the Concept
Based on the research findings, I defined the core concept for the grocery list tool:
- Recipe Integration: The tool would allow members to save WeightWatchers recipes and automatically generate grocery lists based on the ingredients needed. This feature aimed to simplify meal planning and ensure members stayed within their points budget.
- Curated Lists: I proposed creating curated grocery lists around themes such as "Zero-Point Essentials" and "Flavor Boosters" to provide additional guidance and save members time.
Exploring Integration Opportunities
Recognizing the potential for additional convenience, I explored the idea of partnering with Instacart to offer grocery delivery. This would align with our members' busy lifestyles and create a new revenue stream. I worked on:
- Integration Feasibility: Assessing the technical and logistical aspects of integrating with Instacart’s platform from a design perspective.
- Revenue Model: Developing a model where WeightWatchers would receive a percentage of each cart purchase made through Instacart.
Prototyping and Testing
Sketching and Wireframing
I began by sketching various concepts for the tool’s interface and functionality. This included:
- Meal Planning Interface: How members would select recipes, view their weekly points budget, and arrange meals.
- Grocery List Generation: The flow for generating and exporting grocery lists from selected recipes.
Developing Prototypes
I translated these sketches into interactive prototypes using Figma. Key iterations included:
- End-to-End Flow: A prototype featuring the complete planning and shopping experience, from meal selection to grocery delivery.
- MVP Concept: A simplified version focusing on curated grocery lists and basic recipe-to-list functionalit
User Testing
The prototypes were tested with a group of members to gather feedback on usability and overall satisfaction. We focused on:
- Ease of Use: How intuitive members found the process of adding recipes, generating lists, and using the tool.
- Functionality: Whether the tool effectively addressed their pain points and simplified their shopping experience.
Overall, the tool was received well. It was apparent that we will need to make several iterations to the final product to address the different lifestyles of our members. Some were totally onboard with utilizing Instacart, while others preferred to shop in-person. Because of push for an additional revenue stream, the Instacart side of the tool became prioritized over creating an in-person shopping version of the tool.
Implementation and Rollout
Phased Approach
Given the shifting priorities, the project scope was adjusted to focus on delivering an MVP. The phased rollout plan included:
1. Phase 1 – Curated Lists: Launching curated grocery lists that members could use immediately. This phase involved creating several themed lists and integrating them with Instacart for delivery.
2. Phase 2 – Custom Lists: Adding functionality for members to create their own grocery lists from WeightWatchers recipes. This allowed for more personalized planning.
3. Future Phases: Planning for further enhancements, such as app-wide redesign, an in-store shopping mode and deeper Instacart integration to allow for direct grocery selection within the WeightWatchers app.
Development and Monitoring
Throughout the development process, I collaborated closely with the engineering team to ensure accurate implementation of the design specifications. I also:
- Created Detailed Documentation: Provided comprehensive Figma files and specifications to guide the development.
- Monitored Metrics: Tracked user engagement, satisfaction, and conversion rates to assess the effectiveness of each release phase and inform future iterations.
Iteration and Improvement
Feedback Integration:
Post-launch, I continued to gather feedback from users to identify areas for improvement. This included:
- Surveys and Interviews: Conducting follow-up surveys and interviews to understand user experiences and gather suggestions.
- Usage Analytics: Analyzing metrics related to list usage, grocery purchases, and overall app engagement.
Refining Features:
Based on user feedback and metrics, I worked on refining the tool. Planned improvements included:
- In-Store Shopping Mode: Developing a feature to help users check off items as they shop and organize groceries by aisle.
- Enhanced Instacart Integration: Expanding integration capabilities for a more seamless e-commerce experience.
Current Launched Experience
Learnings and Outcomes
This project taught me valuable lessons in stakeholder communication and adaptability:
- Effective Collaboration: Working with external partners like Instacart emphasized the importance of clear, consistent communication and teamwork.
- Adapting to Change: The shift in project scope required flexibility and creativity to still deliver value to members while meeting business objectives.
Grocery List x Instacart - WeightWatchers
Collaboration
As part of the "What to Eat" initiative at WeightWatchers, I led the design of a new grocery list tool that integrates seamlessly with Instacart. This tool allows our members to plan using WeightWatchers recipes, shop for ingredients, and have their groceries delivered directly to their doorsteps in a streamlined process. Launched in May 2023, this tool led to reduced week 1 cancel rates and $150,000 in additional revenue per month.
Role
Lead Product Designer
Company
WeightWatchers/Instacart
Date
May 2023
The Problem
Members frequently faced challenges with grocery shopping, including uncertainty about which foods to buy, difficulty remembering zero-point foods, and the tendency to overspend or buy unnecessary items. As busy professionals and sole caretakers, they needed a more efficient way to manage their grocery shopping while staying aligned with their WeightWatchers goals. We aimed to simplify this process and modernize the app experience, making the weight health journey more attainable and enjoyable.
Scope & constraints
- External Collaboration: We relied on Instacart’s technology and timelines, which occasionally limited our design options.
- Shifting Priorities: Changes in company leadership and shifting priorities required us to adapt our original vision from an end-to-end experience to a more focused MVP (Minimum Viable Product).
Results
The grocery list tool launched in May 2023 achieved significant outcomes:
- Reduced Week 1 Cancel Rates: We saw a notable decrease in cancellation rates within the first week of launch.
- Revenue Growth: The tool contributed over $150,000 in additional revenue for WeightWatchers within the first month.
- Increased Cart Purchases: Our partnership with Instacart led to 6.5x more cart purchases compared to other Instacart partners.
These results highlight both the tool’s success in meeting user needs and its positive impact on our business and collaboration with Instacart.
Solution
Research
Understanding User Needs
To begin, I revisited the extensive research conducted with WeightWatchers members. We had collected qualitative and quantitative data through hundreds of interviews and surveys, focusing on members' grocery shopping experiences and their interactions with the WeightWatchers program. Key insights included:
- Uncertainty in Grocery Choices: Members struggled with knowing which foods to buy to stay within their points goals and often resorted to using the app’s barcode scanner to check food points.
- Overwhelming Program Flexibility: The flexibility of the WeightWatchers program sometimes overwhelmed members, making it difficult for them to plan meals and create grocery lists efficiently.
- Time Constraints: Many members were busy professionals and primary caregivers, finding grocery shopping to be an additional burden in their already packed schedules.
Competitive Analysis
To gain further insight, I conducted a competitive analysis of popular grocery list and meal planning apps. This involved:
- Feature Comparison: I reviewed common features such as meal planning tools, grocery list management, and integration with delivery services.
- Usability Evaluation: I evaluated the usability of these features, noting what worked well and what didn’t. For example, I observed that seamless recipe-to-shopping-list conversions were particularly effective in engaging users.
- Identifying Gaps: I identified gaps in existing solutions, such as a lack of personalized grocery recommendations and integration with specific diet programs like WeightWatchers.
Ideation and Concept Development
Defining the Concept
Based on the research findings, I defined the core concept for the grocery list tool:
- Recipe Integration: The tool would allow members to save WeightWatchers recipes and automatically generate grocery lists based on the ingredients needed. This feature aimed to simplify meal planning and ensure members stayed within their points budget.
- Curated Lists: I proposed creating curated grocery lists around themes such as "Zero-Point Essentials" and "Flavor Boosters" to provide additional guidance and save members time.
Exploring Integration Opportunities
Recognizing the potential for additional convenience, I explored the idea of partnering with Instacart to offer grocery delivery. This would align with our members' busy lifestyles and create a new revenue stream. I worked on:
- Integration Feasibility: Assessing the technical and logistical aspects of integrating with Instacart’s platform from a design perspective.
- Revenue Model: Developing a model where WeightWatchers would receive a percentage of each cart purchase made through Instacart.
Prototyping and Testing
Sketching and Wireframing
I began by sketching various concepts for the tool’s interface and functionality. This included:
- Meal Planning Interface: How members would select recipes, view their weekly points budget, and arrange meals.
- Grocery List Generation: The flow for generating and exporting grocery lists from selected recipes.
Iteration and Improvement
Feedback Integration:
Post-launch, I continued to gather feedback from users to identify areas for improvement. This included:
- Surveys and Interviews: Conducting follow-up surveys and interviews to understand user experiences and gather suggestions.
- Usage Analytics: Analyzing metrics related to list usage, grocery purchases, and overall app engagement.
Refining Features:
Based on user feedback and metrics, I worked on refining the tool. Planned improvements included:
- In-Store Shopping Mode: Developing a feature to help users check off items as they shop and organize groceries by aisle.
- Enhanced Instacart Integration: Expanding integration capabilities for a more seamless e-commerce experience.
Current Launched Experience
Development and Monitoring
Throughout the development process, I collaborated closely with the engineering team to ensure accurate implementation of the design specifications. I also:
- Created Detailed Documentation: Provided comprehensive Figma files and specifications to guide the development.
- Monitored Metrics: Tracked user engagement, satisfaction, and conversion rates to assess the effectiveness of each release phase and inform future iterations.
Implementation and Rollout
Phased Approach
Given the shifting priorities, the project scope was adjusted to focus on delivering an MVP. The phased rollout plan included:
1. Phase 1 – Curated Lists: Launching curated grocery lists that members could use immediately. This phase involved creating several themed lists and integrating them with Instacart for delivery.
2. Phase 2 – Custom Lists: Adding functionality for members to create their own grocery lists from WeightWatchers recipes. This allowed for more personalized planning.
3. Future Phases: Planning for further enhancements, such as app-wide redesign, an in-store shopping mode and deeper Instacart integration to allow for direct grocery selection within the WeightWatchers app.
Developing Prototypes
I translated these sketches into interactive prototypes using Figma. Key iterations included:
- End-to-End Flow: A prototype featuring the complete planning and shopping experience, from meal selection to grocery delivery.
- MVP Concept: A simplified version focusing on curated grocery lists and basic recipe-to-list functionalit
User Testing
The prototypes were tested with a group of members to gather feedback on usability and overall satisfaction. We focused on:
- Ease of Use: How intuitive members found the process of adding recipes, generating lists, and using the tool.
- Functionality: Whether the tool effectively addressed their pain points and simplified their shopping experience.
Overall, the tool was received well. It was apparent that we will need to make several iterations to the final product to address the different lifestyles of our members. Some were totally onboard with utilizing Instacart, while others preferred to shop in-person. Because of push for an additional revenue stream, the Instacart side of the tool became prioritized over creating an in-person shopping version of the tool.
Learnings and Outcomes
This project taught me valuable lessons in stakeholder communication and adaptability:
- Effective Collaboration: Working with external partners like Instacart emphasized the importance of clear, consistent communication and teamwork.
- Adapting to Change: The shift in project scope required flexibility and creativity to still deliver value to members while meeting business objectives.
Grocery List x Instacart - WeightWatchers
Grocery List x Instacart - WeightWatchers
Collaboration
Collaboration
As part of the "What to Eat" initiative at WeightWatchers, I led the design of a new grocery list tool that integrates seamlessly with Instacart. This tool allows our members to plan using WeightWatchers recipes, shop for ingredients, and have their groceries delivered directly to their doorsteps in a streamlined process. Launched in May 2023, this tool led to reduced week 1 cancel rates and $150,000 in additional revenue per month.
As part of the "What to Eat" initiative at WeightWatchers, I led the design of a new grocery list tool that integrates seamlessly with Instacart. This tool allows our members to plan using WeightWatchers recipes, shop for ingredients, and have their groceries delivered directly to their doorsteps in a streamlined process. Launched in May 2023, this tool led to reduced week 1 cancel rates and $150,000 in additional revenue per month.
Role
Lead Product Designer
Company
WeightWatchers/Instacart
Date
May 2023