Improving the user experience for Sprouts™.

Where goodness grows

Sprouts, whose motto is "Where Goodness Grows," sought to work with an agency that would help reflect this statement throughout their digital platform. To highlight the best features of the grocer, I created a landscape analysis to gauge the brand's competitors and opportunities that would keep Sprouts ahead of grocery market trends.

In spite of ample competition, Sprouts has grown revenue faster than the industry. The firm's market share improved from just 0.3% total U.S. grocery sales in 2012 to 0.8% TTM. — David Trainer, Great Speculations, "Opportunity is Growing at Sprouts Market," Forbes, 11/24/2020

Targeting their key customers

After reviewing the demographic of their core clients, Sprouts recognized the demands of customers looking for healthier meal options, along with thrill seekers yearning to try new product. The landscape analysis was a great tool that helped the MISC team determine the best direction toward creating concise user journeys, and effective wireframes used for our pitch.

My first step was to thoroughly research the grocery market, specifically brands that now rely on tools such as Unata/Instacart to keep business afloat during a pandemic. Starting off with an in-store comparison of retailers, I managed to compare product, customer reviews, and top line information of leading retailers. I created a chart that highlighted the amount of locations, active online stores, remote services, and subscription fees, so that any viewer could easily evaluate each company's rank.

This chart was then duplicated to compare Sprouts to other companies that were solely digital. This would highlight the gaps that Sprouts could potentially fill using existing tools, as MISC would help facilitate this using the Sprouts™ ideology.

No more same sameness!

The MISC collective agency plans to build an optimized version of the Sprouts™ app. Partnering with the company's tech team, MISC looks to create an innovative user experience that will personalize mobile shopping, while offering the benefits that Sprouts™ customers have grown to love.