FreshDirect should open their API and put a bounty for the best interface the technical community could bring. It’s the forth time I decide to commit to their site, and the forth time I gave up after some navigation.
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yes, I understand that on the web there is no shelf, but I do crave for some scarcity when I buy groceries. Unlimited choices on boring lists just makes me confused and lead me away.

Limit my choices

FreshDirect should propose a questionnaire to limit my choices by:

• demographic: age, gender, location.. the usual marketing shenenigans.
• procedence: proximity, ban/preference on specific countries/companies to effect political change
• quality: organic, fair trade
• physical properties: ban/adoption of specific ingredients/materials like MSG, animal source, kosher, calorie intake, etc.

Lifestyleism

Allow me to display my choices in a public profile, so I can brag about my preferences. In this lifestyle-driven society we live in, people are very aware of all concepts they should follow or avoid, it’s just hard to actually keep track of all of it. Automate it for us and we’ll be more than willing to return the favor.

All politics are local

Heck, even allow me to create or join groups to keep me up-to-date on political preferences. Let existing organizations mobilize their base: Animal rights, gay rights, free trade watchdogs, company watchdogs… Allow them to edit my choices to some extent, and let me brag about my commitment to the cause too.

Hand-Eye Coordination

After squeezing all the choices to manageable chunks, allow me to view the products I want to buy. Allow companies to directly edit their products’ image galleries. Make them pay for that. Aside the initial programming work, it’s less work and more money for you.
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related bokardo.com discuss: Did the Long Tail Beget Social Design?