Engaging GenZ consumers on snacks.com
Bridging the gap between snack discovery and purchase for PepsiCo
Overview
This project explores a mobile-first design of snacks.com features targeting college-age consumers by integrating social commerce, instant delivery options, and introducing collaborative shopping experiences to modernize the brand's digital presence.
Goal
To increase engagement, retention, and conversion on snacks.com for the college-age population by addressing specific barriers like budget constraints and delivery speed.
Team
6 designers, 2 PepsiCo designers (mentors)
My role
UX Designer. Responsible for consumer journey mapping, initial concepts, making interactive prototypes using Figma, user testing, and iteration.
The outcomes
85% Customer Satisfaction (CSAT) score recorded in user testing.
85% Customer Satisfaction (CSAT) score recorded in user testing.
85% Customer Satisfaction (CSAT) score recorded in user testing.
Applauded by PepsiCo sponsors on strategy and blue-sky exploration.
Applauded by PepsiCo sponsors on strategy and blue-sky exploration.
Applauded by PepsiCo sponsors on strategy and blue-sky exploration.
Introduction
Opportunity
Snacks.com is PepsiCo's own delivery website, but its model often fails to engage college students who discover snacks on social media, prefer instant delivery over shipping, have strict budget constraints, and primarily consume snacks for social events.
In a competitive DTC e-commerce market, PepsiCo needed an edge to attract the younger, college market.
This project imagines experiences on snacks.com to increase engagement, conversion and retention of college-age consumers on snacks.com.
Impact
By scoping to the pages with the most traffic (product pages and the cart), and the unique propositions from snacks.com (Variety Packs), we strived to increase revenue from this market.
The way there includes:
Expand market reach: Become the go-to for snack-shopping among college students
Capture impulse-purchase revenue: Reduce purchase abandonment despite cart abandonment
Drive organic engagement
Design highlights
Integrated Fulfillment Options
The Struggle: "Cravings" are immediate; waiting a week for DTC shipping kills the purchase intent for impulse buyers.
The Solution: A "Get it Now" module on product pages and carts that links directly to Instacart, DoorDash, or local store inventory if direct shipping is too slow .
Prioritizes brand sales over channel exclusivity. It captures the user's intent at the peak of their craving, ensuring PepsiCo gets the sale even if Snacks.com doesn't handle the logistics.
Integrated Fulfillment Options
The Struggle: "Cravings" are immediate; waiting a week for DTC shipping kills the purchase intent for impulse buyers.
The Solution: A "Get it Now" module on product pages and carts that links directly to Instacart, DoorDash, or local store inventory if direct shipping is too slow .
Prioritizes brand sales over channel exclusivity. It captures the user's intent at the peak of their craving, ensuring PepsiCo gets the sale even if Snacks.com doesn't handle the logistics.
Integrated Fulfillment Options
The Struggle: "Cravings" are immediate; waiting a week for DTC shipping kills the purchase intent for impulse buyers.
The Solution: A "Get it Now" module on product pages and carts that links directly to Instacart, DoorDash, or local store inventory if direct shipping is too slow .
Prioritizes brand sales over channel exclusivity. It captures the user's intent at the peak of their craving, ensuring PepsiCo gets the sale even if Snacks.com doesn't handle the logistics.
1
Collaborative Variety Pack
The Struggle: Students frequently buy snacks in bulk for parties but find coordinating preferences and splitting costs chaotic.
The Solution: A "Create with Friends" feature allowing a group to co-build a single 30-pack variety box via a shared link . The summary screen breaks down individual selections and costs per person.
Transforms snack buying from a solitary chore into a social activity, directly increasing Average Order Value (AOV) by leveraging group dynamics.
Collaborative Variety Pack
The Struggle: Students frequently buy snacks in bulk for parties but find coordinating preferences and splitting costs chaotic.
The Solution: A "Create with Friends" feature allowing a group to co-build a single 30-pack variety box via a shared link . The summary screen breaks down individual selections and costs per person.
Transforms snack buying from a solitary chore into a social activity, directly increasing Average Order Value (AOV) by leveraging group dynamics.
Collaborative Variety Pack
The Struggle: Students frequently buy snacks in bulk for parties but find coordinating preferences and splitting costs chaotic.
The Solution: A "Create with Friends" feature allowing a group to co-build a single 30-pack variety box via a shared link . The summary screen breaks down individual selections and costs per person.
Transforms snack buying from a solitary chore into a social activity, directly increasing Average Order Value (AOV) by leveraging group dynamics.
2
Themed Bundles
The Struggle: Users shopping for specific occasions (like "Game Day" or "Finals Week") feel overwhelmed browsing 20+ individual brands to build a cohesive set.
The Solution: A dedicated "Themed Bundles" page featuring rotating, seasonal "3-pack" bundles (distinct from the larger 30-pack Variety Boxes), such as a "Study and Focus" pack for December. We implemented an "In-Context" preview on standard product pages, allowing users to view bundle details and calculated savings without navigating away from the item they are currently viewing .
Shifts the user experience from "commodity shopping" (buying chips) to "solution shopping" (buying for an event). This directly addresses the "Event-specific" user journey identified in research, increasing Average Order Value (AOV) by grouping products into logical, time-relevant sets.
Themed Bundles
The Struggle: Users shopping for specific occasions (like "Game Day" or "Finals Week") feel overwhelmed browsing 20+ individual brands to build a cohesive set.
The Solution: A dedicated "Themed Bundles" page featuring rotating, seasonal "3-pack" bundles (distinct from the larger 30-pack Variety Boxes), such as a "Study and Focus" pack for December. We implemented an "In-Context" preview on standard product pages, allowing users to view bundle details and calculated savings without navigating away from the item they are currently viewing .
Shifts the user experience from "commodity shopping" (buying chips) to "solution shopping" (buying for an event). This directly addresses the "Event-specific" user journey identified in research, increasing Average Order Value (AOV) by grouping products into logical, time-relevant sets.
Themed Bundles
The Struggle: Users shopping for specific occasions (like "Game Day" or "Finals Week") feel overwhelmed browsing 20+ individual brands to build a cohesive set.
The Solution: A dedicated "Themed Bundles" page featuring rotating, seasonal "3-pack" bundles (distinct from the larger 30-pack Variety Boxes), such as a "Study and Focus" pack for December. We implemented an "In-Context" preview on standard product pages, allowing users to view bundle details and calculated savings without navigating away from the item they are currently viewing .
Shifts the user experience from "commodity shopping" (buying chips) to "solution shopping" (buying for an event). This directly addresses the "Event-specific" user journey identified in research, increasing Average Order Value (AOV) by grouping products into logical, time-relevant sets.
3
Social Media Integration
The problem/opportunity: GenZ discovers snacks through "snack hacks" and trending recipes on TikTok, but the journey from social discovery to purchase is fragmented.
The solution/outcome: An integrated "As Seen on Social" feed that allows users to shop trending bundles and recipe ingredients directly from UGC-style content. Users can now move from social inspiration to checkout in two taps.
Social Media Integration
The problem/opportunity: GenZ discovers snacks through "snack hacks" and trending recipes on TikTok, but the journey from social discovery to purchase is fragmented.
The solution/outcome: An integrated "As Seen on Social" feed that allows users to shop trending bundles and recipe ingredients directly from UGC-style content. Users can now move from social inspiration to checkout in two taps.
Social Media Integration
The problem/opportunity: GenZ discovers snacks through "snack hacks" and trending recipes on TikTok, but the journey from social discovery to purchase is fragmented.
The solution/outcome: An integrated "As Seen on Social" feed that allows users to shop trending bundles and recipe ingredients directly from UGC-style content. Users can now move from social inspiration to checkout in two taps.
4
Design process
+
Webpages analyzed
+
Co-design research participants
+
Screens prototyped
+
Think-out-loud user tests
Codesign Workshop
We struggled initially to prioritize features because we lacked insight into the emotional drivers behind Gen Z snacking. We used codesign sessions to have users sketch their "perfect snack journey," allowing us to co-create value based on their actual feelings rather than our assumptions.
Participants revealed that snacking is inherently social (parties, gifting) rather than just a solitary transaction. This critical insight pivoted our entire product strategy from a discount-heavy store to a social platform, directly birthing the "Collaborative Variety Pack" and "Themed Bundles" as core differentiators.
Codesign Workshop
We struggled initially to prioritize features because we lacked insight into the emotional drivers behind Gen Z snacking. We used codesign sessions to have users sketch their "perfect snack journey," allowing us to co-create value based on their actual feelings rather than our assumptions.
Participants revealed that snacking is inherently social (parties, gifting) rather than just a solitary transaction. This critical insight pivoted our entire product strategy from a discount-heavy store to a social platform, directly birthing the "Collaborative Variety Pack" and "Themed Bundles" as core differentiators.
Codesign Workshop
We struggled initially to prioritize features because we lacked insight into the emotional drivers behind Gen Z snacking. We used codesign sessions to have users sketch their "perfect snack journey," allowing us to co-create value based on their actual feelings rather than our assumptions.
Participants revealed that snacking is inherently social (parties, gifting) rather than just a solitary transaction. This critical insight pivoted our entire product strategy from a discount-heavy store to a social platform, directly birthing the "Collaborative Variety Pack" and "Themed Bundles" as core differentiators.
Consumer Journey Mapping
We used journey mapping to align on a focused direction by brainstorming use cases and voting on the most valuable paths for GenZ. We identified three primary journeys: seeking special/limited flavors, event-specific bulk shopping, and desiring direct recommendations from PepsiCo. This framework grounded our ideation in core use cases unique to the brand's potential.
Consumer Journey Mapping
We used journey mapping to align on a focused direction by brainstorming use cases and voting on the most valuable paths for GenZ. We identified three primary journeys: seeking special/limited flavors, event-specific bulk shopping, and desiring direct recommendations from PepsiCo. This framework grounded our ideation in core use cases unique to the brand's potential.
Consumer Journey Mapping
We used journey mapping to align on a focused direction by brainstorming use cases and voting on the most valuable paths for GenZ. We identified three primary journeys: seeking special/limited flavors, event-specific bulk shopping, and desiring direct recommendations from PepsiCo. This framework grounded our ideation in core use cases unique to the brand's potential.
Rapid Sketching and Iteration
We translated these sketches into digital wireframes and iterated based on sponsor feedback to ensure technical feasibility with existing constraints.
Rapid Sketching and Iteration
We translated these sketches into digital wireframes and iterated based on sponsor feedback to ensure technical feasibility with existing constraints.
Rapid Sketching and Iteration
We translated these sketches into digital wireframes and iterated based on sponsor feedback to ensure technical feasibility with existing constraints.
Think-Out-Loud Testing
We needed to validate if our gamified elements were acting as genuine motivators or just "feature bloat" that cluttered the mobile interface.
Think-Out-Loud Testing
We needed to validate if our gamified elements were acting as genuine motivators or just "feature bloat" that cluttered the mobile interface.
Think-Out-Loud Testing
We needed to validate if our gamified elements were acting as genuine motivators or just "feature bloat" that cluttered the mobile interface.
Reflection
From a marketing perspective, this project highlighted the shift from Product-Led Growth to Community-Led Growth. I learned that for GenZ, the brand isn't just the product; it's the "hack" or the social trend associated with it. By integrating social content directly into the UX, we shifted snacks.com from a utilitarian warehouse to a destination for snack culture. This strategy effectively turns customers into brand advocates by facilitating the social sharing they already participate in.
Wins
Successfully pivoted product strategy from transactions to a social platform.
Achieved high CSAT through user-centric "codesign" iterations.
Received strong endorsement from PepsiCo on "blue-sky" social features.
Created a seamless bridge between social discovery and DTC conversion.
Limitations
Third-party delivery handoffs (DoorDash/Instacart) require complex backend integrations not fully explored.
Design focus was restricted to mobile-first, requiring future adaptation for desktop.
Limited regional testing; results may vary across different international markets.
From a marketing perspective, this project highlighted the shift from Product-Led Growth to Community-Led Growth. I learned that for GenZ, the brand isn't just the product; it's the "hack" or the social trend associated with it. By integrating social content directly into the UX, we shifted snacks.com from a utilitarian warehouse to a destination for snack culture. This strategy effectively turns customers into brand advocates by facilitating the social sharing they already participate in.
Wins
Successfully pivoted product strategy from transactions to a social platform.
Achieved high CSAT through user-centric "codesign" iterations.
Received strong endorsement from PepsiCo on "blue-sky" social features.
Created a seamless bridge between social discovery and DTC conversion.
Limitations
Third-party delivery handoffs (DoorDash/Instacart) require complex backend integrations not fully explored.
Design focus was restricted to mobile-first, requiring future adaptation for desktop.
Limited regional testing; results may vary across different international markets.
From a marketing perspective, this project highlighted the shift from Product-Led Growth to Community-Led Growth. I learned that for GenZ, the brand isn't just the product; it's the "hack" or the social trend associated with it. By integrating social content directly into the UX, we shifted snacks.com from a utilitarian warehouse to a destination for snack culture. This strategy effectively turns customers into brand advocates by facilitating the social sharing they already participate in.
Wins
Successfully pivoted product strategy from transactions to a social platform.
Achieved high CSAT through user-centric "codesign" iterations.
Received strong endorsement from PepsiCo on "blue-sky" social features.
Created a seamless bridge between social discovery and DTC conversion.
Limitations
Third-party delivery handoffs (DoorDash/Instacart) require complex backend integrations not fully explored.
Design focus was restricted to mobile-first, requiring future adaptation for desktop.
Limited regional testing; results may vary across different international markets.