Ahold Delhaize USA launched a wide-scale initiative merging their brick & mortar business with grocery eCommerce capabilities providing a full omni-channel experience. For the Experience Design team, we were charged with developing this new user experience from idea to execution leveraging Peapod’s base eCommerce platform. This included journey maps, persona development, information architecture, design systems and site-wide interface design for desktop, mobile web, and mobile app for all brands launching on the new omni-channel platform in 2020.
As with most eCommerce sites, the Contact Us & Help Center are the information hubs for questions and concerns. This information needs to be organized in a clear, understandable way so the user is able to quickly navigate a topic of interest. Leading the Help Center user experience, I performed hands-on & digital card sorting exercises. This then led to a concise information architecture.
Another important aspect of the new omni-channel experience was registration. We had a unique situation where we needed to design the experience for standard net-new users, but also for current brick & mortar users who had a in-store loyalty account and the savings/rewards data that accompanied it. After doing a competitive landscape analysis we outlined industry standard expectations as well as outlined areas of improvement. From there, we operated within the database confinements to create the below flows.
Leveraging JIRA as the single platform for all brands’ site, we made sure to use majority CMS components so that there was uniformity across sites for development ease while not losing authorship. This allowed each brand to add their own tone and voice and choose the structure of certain pages to maintain brand individuality.