Following a recent brand refresh, Erewhon aimed to move away from relying on a third-party provider for their marketplace service. The priority was to bring full control in-house — ensuring a seamless, branded experience while elevating the app’s shopping and ordering functionality to match the premium standards of the Erewhon brand.
In this phase, we conducted extensive competitive and comparative research to align with, and improve upon, industry best practices. Our goal was to design shopping and ordering tools that felt uniquely Erewhon while raising the bar for what a premium app experience can offer. We focused on giving users intuitive tools to easily find products, customize their orders, and take greater control over their shopping journey.
To create an experience that felt distinctly Erewhon, we designed the user onboarding to appear at just the right moments — enhancing, rather than interrupting, the user journey. This approach allowed users to explore the app freely, experience the shopping features firsthand, and then discover the value of membership at a natural point in their journey.
