Grocery Website Redesign
Facilitating omni-channel grocery shopping experiences
*Note: to ensure client confidentiality, some details have been redacted.
Overview
IBM led the overhaul of a grocery retail website, migrating content across 6 subsidiary brands to a single cloud eco-system. We partnered with Adobe to build a headless CMS solution. Our goal was to engage shoppers online, and drive in-store foot traffic.
Applicable Links
1) Design a website scheme adaptable to all subsidiary brands and content types
3) Design a shopping list to be used in-store
4) Create cross-sell and up-sell opportunities
I led design and research to shape the website’s merchandising strategy, defining the information hierarchy, component layout, and navigation. I also built the design system from the ground up.
Shannon MacDonald, Cassandra Husband, Lydia Brian, Mariel Lopez, Ruzbeh Irani, Serena Tran
the Pre-work
I was responsible for laying the foundation of our team's work. I performed several audits of the client's retail websites, developed a research plan and a strategy to build the baseline website structure — as well as balance the needs of stakeholders from various parts of the business.
Content inventory & audit
Content inventory & audit
Documented components, content types, and files across microsites and subsidiary retail sites
Identified broken links, accessibility issues, inconsistent visual elements, UI patterns, and interactions
Developing Templates & Components
Content inventory & audit
Consolidated research and audit insights
Partnered with Adobe to define CMS page templates and establish customization rules for residing components
Developed a scalable site map and design system, accommodating existing and future content
Service Design Blueprints
Content inventory & audit
Co-constructed 4 different personas
Supported service designers create 9 service design blueprints
Provided research insights to validate assumptions about customer actions
UX Research
Content inventory & audit
Audit and analysis of both indirect and direct competitors
Designed and executed a card sort study, interview study, and tree test with between 10-20 users at a time
Conducted two usability studies with between 7-8 users at a time. Captured biometric data such as eye-tracking and electrical brain activity (electroencephalogram) to triangulate results
Key Findings
Research into online and in-store search behaviours drove the website redesign, shifting from a flyer-only focus to a more engaging and intuitive browsing experience.
Less than 20% of our users actively engaged in the loyalty program. Users did not feel actively incentivized throughout the online browsing experience and did not keep track of their points.
Users rarely sought out recipes unless they discovered them incidentally—for example, on product packaging or seasonal brochures. This revealed opportunities for cross-sell and up-sell strategies.
Users struggled to find in-store services, buried in a cluttered dropdown menu. The product catalog overwhelmed them, making navigation difficult and hindering the discovery of new or sale products.
SOLUTION: at a glance
Previously, the client lacked a product catalog, relying solely on recipes and flyers. I influenced the strategies of how we could personalize the user experience to facilitate deal discovery and position retail media.
Impact
While still in development, the new website offers a more personalized customer experience while also simplifying content management for marketing teams. We are proud of our progress!
23% of revenue growth attributed to digital experience transformation
20% revenue growth attributed to customer personalization transformation
I influenced the strategy of 10 product areas, including meal planning, shopping lists, personalization, etc.
I led the 0->1 development of the design system from the ground up, comprising of 100+ components
I designed 10+ web templates adaptable for use by marketing teams of 6 subsidiary retailers