The grocery ordering redesign.

Members arriving at our properties want a few specific things waiting in the fridge. The original grocery workflow was a friction point: confusing form, fragmented options, no confirmation. Members were calling Member Services to place orders the Portal should have handled, taxing the team and signaling that the workflow itself was the problem.

Partnering with design and engineering, I led the redesign of the pre-arrival grocery experience end-to-end: simpler form, clear destination-specific options, real confirmations, surfaced reviews. The hypothesis was that the call volume to Member Services was a symptom: the underlying problem was a workflow that didn't feel trustworthy enough to submit through.

Twelve months in, the redesigned flow has driven 1,000+ orders, sustained a 4.7 / 5.0 satisfaction score across 650+ customer reviews, and meaningfully reduced the call-volume tax on Member Services for the same workflow.