Our product and design team transformed Purple Carrot’s shopping experience by enhancing personalization & addressing pain points in the existing journey. As the sole product designer on the project I led user research, design workshops, and visual design for the project.
Based on customer feedback across 2024–2025, we transitioned to a “shop before subscription” model. Empowering users to build a cart before sign up increased average first order value and customization.
User testing post-release indicated that 90% of customers found the new menu navigation and filtering intuitive.
User testing suggested a 50/50 split preference between save & autosave cart.
Design updates integrated a background autosave with the manual cart save feature.
30% of customers requested enhanced personalization & menu categorization. We have added this to our future roadmap.
“It would be nice to see a showcase of favorites or featured meals.”