The problem
Erewhon’s in-store experience was high-friction, with long wait times and unclear ordering flows creating frustration for customers. There was no cohesive system to support quick, intuitive ordering within the store environment.
The goal
The goal was to design a new kiosk and mobile experience that reduces friction in Erewhon’s in-store ordering process and supports faster, more intuitive interactions. By leveraging usability testing, the focus was on identifying key pain points and translating them into clear, efficient flows. The final direction aimed to improve customer confidence, speed up decision-making, and create a more seamless end-to-end experience.
Erewhon's previous app experience
The Solution
The solution focused on designing a new kiosk and mobile experience that streamlined in-store ordering and reduced friction across the entire flow. Insights from usability testing informed a simplified navigation system, clearer category structure, and guided interactions that helped users make faster decisions. The final design created a more intuitive, confidence-building experience that improved efficiency and supported a smoother end-to-end journey.
Features
Simplified Category Structure
Reorganized the browse menu into a more intuitive category system to reduce overwhelm and make products easier to find. Improved product-finding success from 60.1% to 70.04%
Nested Similar Categories
Grouped related items together so users could navigate with less guesswork and less decision fatigue. Contributed to a drop in disappointment rate from 31.5% to 23.7%
Streamlined Browse Experience
Removed the sub-category selector and updated imagery to make categories clearer and easier to scan. Despite confidence dropping from 79% to 67%, the redesign was still a win because users found products more often, reducing overall disappointment and improving satisfaction
