mobile app

Design and UX for a mobile experience that conveys Harmons authenticity—real people, real food, real history.

THE TASK WAS TWOFOLD: Bring all of Harmons' offerings from the web into mobile, and retain the Harmons neighborhood market feel. We identified six areas of focus to meet business and consumer goals: Shop (eCommerce), Store Locator, Shopping List, Recipes, Pharmacy, and the Harmons loyalty program, Foodie Club. Our first release eliminated Shopping List and Recipes to focus our resources on the broader challenge of bringing a high level of personalization to shopping, pharmacy, and the Foodie Club.

SHOP includes Fresh Foods, Floral, and the weekly ad circulars, with an eye toward creating the flexibility to handle future in-app grocery shopping. Shop was the most considerable challenge—the team needed to solve for an enormous inventory with tons of product attributes, a rapidly changing stock list, and a wide range of vendor-supplied product imagery. 

STORE LOCATOR helps customers find the nearest Harmons neighborhood market, identifies services provided at each location, and contact information for specific departments.

FOODIE CLUB brings the Harmons loyalty program front and center, making it much easier for users to find out about rewards, fuel points, and use a digital copy of the rewards card at checkout.

PHARMACY simplifies prescriptions for customers with features like dose reminders, automatic refills, and an always-up-to-date list of a family’s orders in one place. 

RECIPES created by Harmons chefs are available right next to the user’s favorite family recipes and integrate tightly with the shopping list, simplifying meal planning.

SHOPPING LIST helps customers simplify weekly shopping by being both a shopping list and an in-store guide to help users find an item's specific location, even in different Harmons stores.

02  Customer Rewards

04  Location confirmation in purchase flow

RESEARCH with the Harmons customer care group showed that one of the leading consumer pain points was that Harmons products like prepared food and cooking classes are often location-specific. Customers do set their neighborhood Harmons store during account signup, but location wasn’t being shown prominently enough on the product side or during checkout. Without that information, customers were showing up at the incorrect store.

The solution makes location an almost evergreen part of the UI. Location is prominently shown throughout the app during shopping, the checkout process, in email receipts, and in-app messaging, with clear calls to verify the user’s intent throughout the process. Customers that do not shop across several different stores notice no change except that their neighborhood Harmons location is reinforced at various touchpoints in the checkout process. 

05, 06, 07  Challenges included a checkout segmented by location

08  Optimized for tablets

09  Messaging

Agency: RAIN
Creative Director: Will Hall
Product & Food Photography: Laura Sumrak
My Role: UX, visual design