Wegmans Signup Enhancements

Digital discovery and technology evolution is enabling Wegmans to shift the customer paradigm.

Wegmans is a beloved grocery chain with a loyal following due in large part because of their friendly staff, great customer service and personalized store experience. In 1990, Wegmans became one of the first supermarkets in the country to introduce the scannable loyalty card. While those cards are still being used today, a growing number of shoppers are wanting to ditch the plastic and maintain their loyalty account exclusively within the Wegmans app.

Role: UX/UI Designer | Responsibilities: Research + Strategy, Wireframing, Product Design


The Challenge

Built on difference platforms Wegman’s couldn’t simply switch everyone over to the app, but any new online accounts would be opted into a loyalty account as well. In order to reduce the number of users with multiple shopper club accounts, during the sing up process users were first prompted to enter in their shopper club number. Unfortunately many of whom didn’t know their numbers and with no ability to look it up, many users opted to create entirely new accounts.


 The Solution

Our goal was to create a frictionless signup experience, reduce the number of users with multiple shopper club accounts and decrease abandonment. We first started the signup flow by asking for their phone number and email, checking to see if they matched any existing shopper club accounts. By having the user enter the shopper club number further in the process, we could significantly reduce the number of users who had to manually enter in their number.


User flows

We optimized for users that had partially completed accounts, as these were the ones that were most likely to have an account, but forgot what their account number was.

 
 

Wireframes

With the approval of the user flow we began creating wireframes for prototyping and testing our designs. This is an example of a user who is creating an account for the first time and knows their shopper club account information.

 
 

Visual Design

The mockup below are meant to show how UI could have been translated based off the wireframes above.