Thrive Market Member Dashboard

Thrive Market is a member based online grocer offering healthy and organic food at affordable prices. I joined the team in 2019 to help design better member experiences related to reorder and retention. Since Thrive Market operated with an annual membership fee, the challenge was providing members with enough value to justify the annual charge. If members were not reordering, the chance of them renewing their annual membership was very low, so we focused on creating simple experiences to encourage repurchase.

Research

We conducted usability testing sessions with existing members to analyze their shopping habits. Through these sessions, we learned that frequent Thrive Market shoppers often:

• Relied on their past purchases and order history to find product that they wanted to repurchase

• Had a hard time finding the specific item they wanted to repurchased because items were nested within orders

• Did not use or understand the existing favorites feature to bookmark and save items of interest

Solution

We used this opportunity to redesign the member dashboard updating it from a global, static dashboard, to a dynamic dashboard that was relevant to the user type. For our first iteration, we redesigned this dashboard to cater to users that were existing members with a purchase history and launched it as an A/B test. We hypothesized that limiting the dashboard tiles and providing a better shortcut to get to previously purchased items would increase reorder and repurchase rates for our existing members. When users tapped into their previous purchases, they were dropped directly into a product landing page where they can immediately add a previously purchased item, directly to their cart.