Why does shopping at Trader Joe’s feel like a mini adventure? Trader Joe’s has made it their mission to make sure every customer has fun. Why? Because it’s not about grocery shopping, it’s about the experience. And that’s why we love it! That same thinking is what makes a great website or online platform. There’s a lot we can learn from Trader Joe’s approach to curation, consistency, and putting the customer first (something many have noted in brand strategy breakdowns and UX case studies).
Here’s what Trader Joe’s can teach us about designing better user experiences (UX) online.
Create a Consistent, Branded User Experience
Trader Joe’s has an unmistakable vibe. When you first walk in you are usually greeted with a friendly staff member wearing a colorful Hawaiian shirt. The vibe feels warm and welcoming, and every product includes a handwritten sign with an affordable price. There are often new products featured throughout the store, or sometimes even samples for their customers to try. Even though there are 608 other Trader Joe’s locations throughout the United States, somehow it always feels like your local farmer’s market. And that’s exactly the intention behind the Trader Joe’s brand, which has been carefully cultivated to feel both local and unique across all stores (a strategy explored in depth here).
Your website should feel like your brand, even if it’s quirky, minimalist, luxurious, etc. Whatever the style it is, consistency in tone, layout, and design creates trust and recognition for your customers. Trader Joe’s shows us just how powerful consistent branding and messaging can be. In fact, it works so well that their Fearless Flyer doesn’t even rely on product photos, as the focus is entirely on compelling copy and an authentic tone. Good UX means that every part of your website sounds like your brand and provides high quality content that is meaningful to the customer.
Quality Over Quantity
Trader Joe’s is known to have fewer options yet manages to sell more per square foot than most competitors, which is a result of intentionally limited selection designed to reduce decision fatigue and build trust.. How could that be? Too many options (or too much information) could be overwhelming and result in the customer leaving instead of making a decision. A regular Trader Joe’s customer says “Reduced options enhances the experience [and] I trust the quality of the food.” Trader Joe’s curates their product selection intentionally, showing only what they want customers to see. The same goes for UX. By controlling the amount of content and where it’s displayed, a website can gently guide the user through the experience without feeling forced or overwhelmed with too many options or content. It’s important to focus on the quality of the content, rather than the amount. Make the choice easy for the user by including clear, minimal language and design to guide them confidently. No need to add too much fluff!
Design for Discovery and Delight
On the flip side, it’s possible to guide the customer through the experience while incorporating a treasure hunt type of experience. Trader Joe’s does this by always coming out with new, seasonal products to keep things exciting and fun. Good UX design includes moments of joy and discovery by introducing a sense of “newness,” which could be updated content, new features, or interesting visuals. These things keep the customer engaged and clicking through.
Curate a Human-First Experience
A well designed UX doesn’t feel forced or robotic, it feels like it’s all for the user, which it is. It’s a space the user has taken time out of their day to be, so how do we make it memorable, productive, and positive for the user? Trader Joe’s has figured out this “human-first” experience, in which the staff help you feel at home, the signage is simple, positive, and easy to understand, and the layout is easy to maneuver through. These principles directly relate to UX.
Let the Experience Speak for Itself
Believe it or not, Trader Joe’s doesn’t rely on much marketing, they let word of mouth do the work. While not every brand can rely on “word of mouth” as their marketing strategy, the principle is this: your well-designed website should encourage sharing, exploration, and interaction. This could be in the form of subtle “share” prompts and rewards for user engagement.
Treat Content Like It’s Part of the Product
An important part in UX is the copy itself. Website copy is design. And it should always be intentional and align with your brand voice. Not only that, but should add value and impact. A great example Trader Joe’s can teach us is their Fearless Flyer. It’s not just a flyer. It’s storytelling. This flyer doesn’t show any actual images of the products, because it doesn’t need to. It sells the experience of their products. The Trader Joe’s website says “The Fearless Flyer doesn’t fit neatly into just one category. Is it a newsletter? A catalog? A comic-book? Yes, yes, and perhaps even yes! The Flyer abounds with product stories that are at times fascinating and amusing.”
Trader Joe’s proves that customer experience doesn’t need to be fancy, it just needs to be thoughtful and intentional. A well crafted user experience feels curated, customer-centric, and fun. At Gerbo Designs, we approach websites the same way (with clarity, consistency, care, and surprise), we create spaces people love to return to and explore.
Get in touch! Let’s design something thoughtful, consistent, and uniquely you.