Ash Scribe

Mercato Groceries2Go


In Partnership with NYC Mayor’s Office of Food Policy
E-Commerce  B2C Behavioral Research Accessibility



My Role
Independently designed research method and conducted, analyzed, and presented findings to product and executive teams as lead user researcher. 

The Problem
3 million New Yorkers use SNAP/EBT food voucher benefits, but Mercato's grocery delivery service platform couldn't handle carts with both eligible and ineligible items, and shoppers couldn't tell which was which.


My Approach
Ran two parallel research tracks [Qual/Quant]

Conducted 27 one-on-one interviews with users across all five NYC boroughs

Audited existing platform- identified 48 features to leverage for EBT users

Collected and syntheized 300+ data points

Impact
  • Established foundational understanding of what food access means to underserved communities
  • Engineering shipped 100% of our recommendations within three months
  • User satisfaction scores increased by 83%
  • Gave 3 million SNAP and EBT recipients access to grocery delivery





    What People Said

    “I feel really grateful that [Mercato] cared enough to ask us how to make this better.”
    -  NYC Resident 
    “We finally know what to do to make the most impact here, and in what order.“
    -  NYC Mayor’s Office Staff




    Artefacts (redacted)















    ashscribe.insights@gmail.com