Digital Strategy, User Research, Analytics
Greenling is an online grocery store specializing in the Organic and Locally-sourced food movements. Customers shop online and set up free home delivery of produce, dairy, proteins, prepared meal kits, fresh-pressed juices, and more throughout the Austin, Houston, Dallas/Ft. Worth and San Antonio area. Greenling was a one of the world's first fully-online supermarkets, with foods sourced within a 50 mile radius. Greenling's biggest challenge was ensuring customer continuity. While Greenling customers loved their fresh-produce-in-a-box offerings, my goal was to help the company better understand its customers and their buying preferences so that we could convert them into fully invested customers. While they used Greenling for specialty items, customers still preferred Whole Foods for the rest of their shopping needs. My role was to help the company rebuilt its product offering while maintaining the look, feel and functionality their customers loved. By taking charge of the product roadmap, I led customer interviews, UX revisions and implemented analytics systems. Through my work with the company, we developed data-based customer personas that ultimately uncovered our high-value vs. low-value customers.