Instacart Homepage
Scope
UX/UI Design
Company
Instacart
Year
2020—2021
Industry
Commerce
Instacart homepage is the highest visited page for Instacart, yet it had not been optimized for a while. The redesign was made by aiming to build a modern and shoppable homepage. There was a large opportunity to drive more activations and provide a better new experience for visitors and existing customers.
Context
The Instacart homepage, the platform's highest-traffic surface, had remained upoptimized for an extended period, creating a friction-heavy entry point for both new and returning users. New visitors faced high barriers to entry. The goal was to transform this static gateway into a modern, shoppable experience that lowered the barrier to entry and answered questions to drive stronger engagement and activations.
Approach
The redesign focused on increasing shoppabilty by removing mandatory authentication blocks and refreshing the visual language to better showcase Inscart's value proposition. I simplified entry points to allow for immediate exploration and optimized the stores modules for users to view local retailers. To support medium intent users, I integrated educational modules and FAQs, ensuring that value was communicated clearly before asking for a sign-up.
Outcome
The homepage evolved into a high-converting tool for user acquisition and retention. This successfully established a new look and feel, effectively setting a stable foundation for future conversion optimizations. This strategic overhaul replaced confusing, gated interface with an intuitive and transparent shopping journey.
Instacart Homepage
Scope
UX/UI Design
Company
Instacart
Year
2020—2021
Industry
Commerce
Instacart homepage is the highest visited page for Instacart, yet it had not been optimized for a while. The redesign was made by aiming to build a modern and shoppable homepage. There was a large opportunity to drive more activations and provide a better new experience for visitors and existing customers.
Context
The Instacart homepage, the platform's highest-traffic surface, had remained upoptimized for an extended period, creating a friction-heavy entry point for both new and returning users. New visitors faced high barriers to entry. The goal was to transform this static gateway into a modern, shoppable experience that lowered the barrier to entry and answered questions to drive stronger engagement and activations.
Approach
The redesign focused on increasing shoppabilty by removing mandatory authentication blocks and refreshing the visual language to better showcase Inscart's value proposition. I simplified entry points to allow for immediate exploration and optimized the stores modules for users to view local retailers. To support medium intent users, I integrated educational modules and FAQs, ensuring that value was communicated clearly before asking for a sign-up.
Outcome
The homepage evolved into a high-converting tool for user acquisition and retention. This successfully established a new look and feel, effectively setting a stable foundation for future conversion optimizations. This strategic overhaul replaced confusing, gated interface with an intuitive and transparent shopping journey.
Instacart Homepage
Scope
UX/UI Design
Company
Instacart
Year
2020—2021
Industry
Commerce
Instacart homepage is the highest visited page for Instacart, yet it had not been optimized for a while. The redesign was made by aiming to build a modern and shoppable homepage. There was a large opportunity to drive more activations and provide a better new experience for visitors and existing customers.
Context
The Instacart homepage, the platform's highest-traffic surface, had remained upoptimized for an extended period, creating a friction-heavy entry point for both new and returning users. New visitors faced high barriers to entry. The goal was to transform this static gateway into a modern, shoppable experience that lowered the barrier to entry and answered questions to drive stronger engagement and activations.
Approach
The redesign focused on increasing shoppabilty by removing mandatory authentication blocks and refreshing the visual language to better showcase Inscart's value proposition. I simplified entry points to allow for immediate exploration and optimized the stores modules for users to view local retailers. To support medium intent users, I integrated educational modules and FAQs, ensuring that value was communicated clearly before asking for a sign-up.
Outcome
The homepage evolved into a high-converting tool for user acquisition and retention. This successfully established a new look and feel, effectively setting a stable foundation for future conversion optimizations. This strategic overhaul replaced confusing, gated interface with an intuitive and transparent shopping journey.