US FOODS | ADD TO ORDER CTA

SUMMARY

All of our inbound traffic (social, email, search, etc.) goes to our marketing website, usfoods.com. We set out to create the add to order experience from usfoods.com to our e-commerce platform for the 800 or so products that are currently available on both. It was an obvious decision to make, but a complex one with many technical pieces and edge cases to account for.

THE PROBLEM

Though there was a general CTA to go from usfoods.com to our e-commerce platform for ordering, the flow wasn’t intuitive, nor did it provide important buying information like prices. In order to marry our two platforms together, we would need to solve this piece of the puzzle.

THE GOAL

Provide the missing link in our user flow from usfoods.com to our e-commerce platform by adding an add to order call-to-action on exclusive products.

SCOPE/TIMELINE

1 year (desktop and mobile)

TEAM

• VP, Digital and e-Commerce

• 4 product managers

• Business Architect, usfoods.com

• Business Architect, e-Commerce

• Digital Experience Lead (me)

• Manager, Campaigns

• Manager, Social Media

RESPONSIBILITIES

• Research best practices and design patterns

• Create user flow, including logged-in/logged-out experience

• Create desktop and mobile wireframes

• Help define deep-linking strategy

• UAT MVP for desktop and mobile

RESULTS

We launched this feature in the beginning of October 2019. As of January 2020, we had a 75% conversion rate on desktop. Mobile, which was launched more recently, is still collecting data on conversion rate.

Current Experience

You can find the current experience on usfoods.com (desktop or mobile) or see screenshots below.