News | July 28, 2023

Online Grocery Leader FreshDirect Launches New Web And Mobile Platforms

As one of the country’s first online grocery delivery services, FreshDirect has served New York City and surrounding areas for over 20 years and is committed to delivering the highest quality, freshest food. The company finds food treasures and everyday grocery needs and delivers them to your home or office right when you need them. By working directly with growers, producers, and local food innovators, FreshDirect provides the best in culinary exploration.

To meet the needs of loyal shoppers and offer better service to all customers — who have an increasingly wide variety of grocery delivery options — FreshDirect asked Work & Co to help reimagine their primary digital website and mobile touchpoints.

The goal is to service customers’ daily shopping needs by improving product discovery and reordering while also helping new customers understand the breadth of the FreshDirect offering.

“We’re excited to share the launch of a new website and app experience for our customers,” said Amit Thummala, Chief Technology Officer, FreshDirect. “Through deep research and user testing, Work & Co helped to redefine and clarify the long-term vision for the FreshDirect digital experience across both platforms. Our partnership was instrumental in integrating data-driven insights and customer feedback into the redesign process. By leveraging this valuable input, we were able to create a faster, more streamlined experience that aligns with our customers’ preferences and expectations.”

Both products fully rolled out to the public in June. The revamped experience includes:

  • Consolidated navigation to make browsing and discovery easier and reordering faster
  • Stronger messaging and iconography to convey the value proposition of the brand, including the focus on quality and express service
  • Streamlined flows to find and book delivery slots
  • A refined aesthetic direction that better aligns with the premium experience that FreshDirect provides

Said Narguess Noshirvani, Partner of Product Management at Work & Co: “Working on such an iconic New York brand was a dream project. Grocery shopping is a really individualized experience — some people want to get in and out and others love browsing and need to hit every aisle twice. We wanted to create an experience that highlights the amazing products that FreshDirect sources as well as the convenience of their various delivery options, all while supporting the different types of shoppers that visit the site daily.”

“We take pride in our longstanding position as pioneers of innovation within the retail grocery industry, having led the way for two decades,” said John MacDonald, Chief Marketing Officer, FreshDirect. “With the support and expertise of Work & Co, we have successfully transformed our digital experience, making it even more convenient and user-friendly for our loyal customers.”

He added: “At FreshDirect, we are dedicated to continuously enhancing the shopping experience for our valued customers and we are confident that we have raised the bar for online grocery shopping, providing a seamless experience for all.”

Experience the new FreshDirect site and download the app here (

Source: Work & Co