Lead UX Exerience Architecht
The project entailed a full redesign of a large UK home groceery delivery service from the ground up to improve the overall user experience, update their online visual identity and re-build the front end.

My role on the project was to lead the re-design from a user experience perspective, whilst supporting both visual designers and interface developers. I would regularly present work to both client and internal stakeholders, demonstrating the solutions with a variety of deliverables.worked.

A third party agency had been contracted to perform some user research to discover more about the current online customer base. From their findings, we were able to identify 10 key personas. These personas and the company's brand principles were used to help inform what became our experience principles, which were used to help build our design process.

Shadowing Staff - Ethnographic Research

I visited an Asda home delivery store, to gain further knowledge about the process behind fulfilling an online order, and shadowed the staff that would pick, pack and deliver the online orders. This offered insight into how Asda work, what their limitations are, and how we could manage customer expectations by providing a more in depth description about the service. We would also be able to reduce costs by reducing the number of customers contacting customer services.

Next page click through diagram

Using Adobe Omniture, I was able to review key usage patterns, and identify how the current site design was being used. From this analysis I was able to create next page flow diagrams, map out typical user journies, and identify where customers were leaving the purchase funnel.

Typical user journeys mapped out

One of the main issues with the older site design was the fact that the navigation only catered for a very limited taxonomy, making products difficult for customers to locate. There were also several assumptions made by the Asda merchandising team when it came to how customers would categorise and locate products, which didn't match customer perceptions.

Performing card sort

To improve the navigation, I first performed card sorts on a selection of products to get an idea of how internet shoppers group sets of products. I then created a high fidelity prototype of the navigation, and performed some guerilla testing, before handing it to a third party agency that Asda had approached to perform more formal user testing.

Interactions across the site were prototyped and tested to validate design decisions.

After site functionality was signed off, I produced an interactive module specification to demonstrate complex interaction design. This method of documentation proved to be extremely useful for the interface development team.