Turning a first order into a weekly habit.
A trust-first grocery experience, built around Quality Passports and a smarter weekly basket.
01 / THE PROBLEM
What needed to make more sense?
Quality-conscious shoppers try FirstClub, but its premium promise does not automatically translate into a second order. My research focused on the confidence gap before purchase and the effort of rebuilding a grocery basket every week.
02 / DISCOVERY
How I approached it
- Conducted 5+ user interviews and collected 16 survey responses to understand repeat-purchase barriers.
- Reviewed app-store feedback for recurring concerns around freshness, product discovery, inconsistent quality, and reordering.
- Mapped the repeat-order funnel and explored a solution landscape across trust, convenience, engagement, and recovery.
03 / PRODUCT DECISIONS
The proposed direction
- Quality Passport: make product origin, freshness, nutrition, shelf life, and quality guarantees visible before a shopper pays a premium.
- FirstClub Smart Companion: use purchase history and replenishment cycles to prepare a useful weekly basket and reduce reorder effort.
- Prioritized the two concepts with RICE, with the Quality Passport ranked first and the Smart Companion second.
- Defined a cohort rollout, product events, guardrails, and risks including inaccurate product metadata and irrelevant recommendations.
04 / MEASURES & LIMITS
What success would look like.
This capstone proposes lifting the 30-day repeat rate from the case-study baseline of 30% to 48%. It does not report a live experiment result. Leading indicators include Quality Passport engagement above 60% and Smart Companion usage above 40%; guardrails include checkout conversion, cart abandonment, and quality complaints.
05 / THE TAKEAWAY
The thought I’d carry forward.
Product transparency only works if the delivered quality matches the promise. I would begin with fresh and premium categories, keep the first recommendation system rule-based, and test whether easier reordering creates a repeat habit.
06 / ALL THE DETAILS
The original work, in full.
The complete research, diagrams, screens, and supporting details are in the original document.
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