About

The Whole Foods Rewards Program reinforces the company’s core values of social and environmental responsibility. It empowers customers by allowing them to directly contribute to charities with their purchases. Whole Foods Points are awarded based on the social and environmental impact of each purchase made. The more environmentally and socially responsible the purchase, the more Points awarded.

Program members have access to a personalized web site. This allows participants to exchange their Whole Foods Points for a monetary donation to a charity of their choice. The web site helps educate customers by displaying the environmental and social qualities of each purchase made.

Research and Synthesis

Interviews were conducted with grocery shoppers to identify trends in shopping habits and motivations. From this research the following design insights and design principle were developed.

Design Insights //

There was a lack of visibility and trust of Whole Foods’ values among customers.

Customers were not aware of, or concerned about, the social and environmental impact of their purchases.

Design Principles //

Help educate customers and involve them in the social and environmental mission of Whole Foods.