Schematic Launches FreshDirect iPhone App, New Yorker's Waistlines Expand
March 1, 2010
When a 2009 survey revealed that 50% of their customers with smartphones have iPhones, the web-based company asked us (Schematic) to partner with them in creating a mobile strategy, and to build an app that would make buying groceries even easier for their customers on the go.
So that's exactly what we did.
Perhaps the most complex transaction-based commerce application available in the App Store to date, the FreshDirect iPhone app delivers about 90% of the same functionality available on FreshDirect.com.
Partnering closely with FreshDirect, we designed an experience that enables users to access FreshDirect's entire inventory of food and brand-name groceries, while promoting their proprietary website features such as nutritional information and daily produce and seafood quality ratings. We also implemented the site’s Quick Shop feature, which makes it fast and easy to shop from previous orders, favorite items, or curated lists such as "President's Picks" and "Featured Deals". The app enables their customers to start a new order from scratch on their iPhones, as well as modify an existing order or delivery time.
FreshDirect customers can now do all their grocery shopping in just a few short minutes wherever they happen to be — in a taxi, on a bus, or, if you are like me, staring mindlessly into the refrigerator.
Check out the video below that highlights the key features and functionality of the FreshDirect iPhone app, then go download it for free. If you have time, you should also check out the Wall Street Journal's article on the app in today's Digits blog. Lastly, don't forget to celebrate the release by entering for a chance to win a gift card worth $500 in FreshDirect food, plus a $500 gift card to the Apple Store. Nine lucky second-place prizes will win a $200 Apple gift card, plus $100 in FreshDirect food.
On a personal note, I have to say that it was deeply satisfying to have been part of this particular project, and it was a pleasure to have worked with all the talented and dedicated people both at Schematic and over at FreshDirect. You all know who you are, so congratulations to everyone involved with this terrific product launch!
UPDATE: Our good friend Alex over at EveryDayUX has some additional background info on the making of the app, and why it was a dream project for him.
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