Erewhon

360° Luxury Digital Shopping Ecosystem

Screenshot of three mobile apps on smartphones with dark backgrounds, showing user profiles, food categories, and shopping options.

How it started

In anticipation of national expansion, Erewhon wanted its premium, in-store experience to translate everywhere, all the time… beyond ecommerce, into a membership-driven, brand-defining digital ecosystem.

The mission wasn’t just to elevate the feel and make every touchpoint (app, web, membership) reflect Erewhon’s cult status, but impact the business’s bottomline by increasing loyalty, improving conversion, member participation, and operational clarity.

Defining success

A collage of various mobile app design wireframes, prototypes, and user interface mockups for grocery shopping, food delivery, and product showcasing, with some photography and color palette swatches included.

Making it happen

  • Market research, competitor benchmarking, and member interviews

  • Stakeholder and KPI alignment; co-creation workshops

  • Insight synthesis, behavioral archetypes, and ecosystem mapping

  • User & functional requirement definition

  • Rapid concepting, prototyping, user testing, and iteration

  • Production-ready UI and developer documentation

  • Design system and governance

  • UX copywriting

Screenshots of a mobile app ordering a café latte, showing drink options, customization, and add to cart steps.
A website homepage with a row of six smartphone screens showing different plant and food images with the caption, "If it's here, it's good for you." The page includes color palette swatches, icons, barcode designs, and a text section about the Erewhon store standard, with a "Learn More" button.

Outcomes that echo

  • Webby nomination (Shopping & Retail, 2025) for premium digital experience

  • MUSE Design Award (Silver, 2024) for the app’s product design

  • Fast Company feature on Erewhon’s digital makeover and strategy 

  • Measured engagement lifts tied to lifecycle marketing: ~20% lift in mobile order engagement and ~2× message volume after launch

  • Brand momentum: Earned media value up 65% YoY

Enough about me, what can I do for you?

When it’s time to create experiences people love and drive your business forward—explore my services, drop me a note, or schedule a conversation.