Facilitate a massive re-platform effort of their customer-facing digital experiences related to the Albertsons Website and Mobile apps.
A multi-platform experience that spans across all Albertsons banners. Check out Vons.com to see more.
About this project:
Albertson was challenged by a desperate user experience caused by multiple sites on different technology stacks. frog helped them take a big first step in unifying their loyalty and e-commerce experiences through a new systematically designed website and app experience to scale to all their brands.As part of digital transformation, the Albertsons team is beginning a massive re-platforming effort of their customer-facing, digital experiences. The intent is to power a wholly integrated and cohesive experience at any digital touchpoint, including specialty services, customer loyalty programs, and digital elements of critical customer-facing businesses.
Team
Opportunity
Unifying a loyalty and e-commerce digital experienceRole
As a Visual Designer II I was assgined to help redesign the native mobile app experience. I worked closely with the Interaction Team, Head of Product, and other key stakeholders to come up with a solution. We also hired and worked closely with a couple of designers from a 3rd party agency to churn out deliverables towards the end of the project. Skills
Sketch, Illustrator, Invision, Zeplin, ExcelChallenge
Albertsons was challenged by a disparate user experience caused by multiple sites on different technology stacks that do not communicate. Their ask was to design a unified e-commerce and loyalty experience that could scale to all their banners.
Our Journey
To initiate the program, we conducted a 3-week workshop with stakeholders throughout Albertsons to align on scope and understand business limitations and intentions. Workshop outcomes defined the next phase of foundational design and a series of rapid design sprints to deliver all the components of the digital experience. The workshops proved to be crucial to the success of the program in its later stages, gaining buy-in from various department stakeholders.
Our Guiding Principles
What did we learn from conducting user interviews, conducting stakeholder workshops, and analyzing the competitor? -
Meaningful
Analyzing stories from the field, Observations, Images, and Immersion Phase findings to find powerful patterns in the data.
-
Insightful
Developing deep, clear, meaningful insights about cultures of grocery shopping that form a foundation for design.
-
Inspiring
Translating research into design ideas that transform grocery shopping cultures, customs, conventions, and tools.
-
Remote
Friends and family research using remote video diaries to understand the perception of grocery shopping roles, routines, budgets, meals, logistics, and tools.
-
Contextual
In-person interviews to learn first-hand about roles, rituals, and culture of groceries in people’s lives.
-
Participatory
Collaborative design activities explore grocery shopping motivations, circumstances, and how certain tools and technologies could transform their experience.
Ideate
Audit of existing experience -----> Feature Areas Design Opportunities. -----> Decisions and Direction
Prototype
Wireframes
Visual Design 
Delivery & Result
What did we learn from user testing?
People were more receptive to it because it initially appeared to be a standard supermarket app. They received contextual nudges to subscribe, which they well understood.The new design and feel was well-received. Additionally, there are no shipping costs or overhead taxes to pay during the checkout process.People initially assumed the app was solely for delivery, but they rapidly realised the other alternatives and aligned to the service's breadth.
Impact
In 2018, the new website and app were introduced. This design improvement was still having an impact a month after it was launched. Sales grew from 1% to 15% as a result of this design improvement. The redesigned website and app experience saw a 40% increase in active usage within 28 days of its debut.
