Thrive Market
Thrive Market

Thrive Market

The future of grocery, designed in California

For this e-commerce grocery retailer delivering sustainable, ethical consumer products nationwide, YML was asked to increase sign-ups and first-time purchases on the site.

  • 9.7%
    Increase in membership sign-ups
  • 16%
    Increase in 1st time orders
  • 3x
    Webby Winner in 2021

Key Takeaways

  1. Built a personalized shopping experience

  2. Accelerated sign ups to drive conversion

  3. Launched in four months

Awards & Recognition


Fast Company's 100 Most Innovative Companies: Retail

Fast Company Innovation by Design: User Experience, Honoree

Fast Company Innovation by Design: Retail, Honoree


Apps and Software: Best Visual Design - Aesthetic, Winner

Apps and Software: E-Commerce, Winner

Websites and Mobile Sites: Best Mobile Visual Design - Aesthetic, Winner


Best Personalization Strategy, Winner

A design system for brand evolution

To help Thrive Market create a digital experience that increased sign-ups and first-box shipments, our design was built of entirely configurable components. This allowed Thrive Market to not just launch a new website, but rapidly experiment, iterate and perfect it over time.

Build. Rinse. Repeat.

Navigating customers around a catalog of 7,000 products requires asking the right questions. While Thrive already had their quiz down to a science, YML was able to save users an average of 15 minutes of onboarding time by reframing the experience, which has increased the conversion rate by 10%.

“YML has helped with one of our critical goals of upleveling our brand and experience.”
James Meeks
 Head of Product & Design, Thrive Market

With personalized product features and stories at the heart of the shopping experience, customers get a customized view of the items most relevant to them. By hyper-personalizing the experience, Thrive Market is building deeper relationships with their customer.

Driving dual value with Autoship

In just a few taps, customers can easily edit items, adjust frequency or change the delivery date of an upcoming order directly in the app. This ensures they get a consistent, personalized delivery of all their essentials while providing Thrive a recurring source of revenue — a win-win for everyone.

Information Architecture and User Flow

Combining client research along with our own user research, we created a visual representation of the key messages and trigger points for incentivizing the membership service. This helped both teams easily recognize the moments that matter within the user journey flow.

How we did it


  • Brand Strategy
  • Audience Strategy
  • UX Strategy
  • Research
  • User Testing


  • Content Strategy
  • Writing
  • Interaction Design
  • Illustration


  • Brand Design
  • UI/UX Design
  • Art Direction
  • Accessibility


  • Proof-of-concept

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