E-commerce

client

Albertsons Companies

project scale

  • Albertsons is the second-largest supermarket chain in North America

  • It has 2,260 supermarkets located in 29 U.S. states under 12 different brand names

  • This project spanned across web, iOS, and Android apps

my role

UX Design Lead, Accessibility SME

skills applied

  • UX design

  • Design Thinking workshop facilitator

  • CSS

  • HTML

  • Design system

  • Accessibility

challenge statement

How might we streamline the checkout experience while meeting accessibility requirements?

The process

user goals

  • Have easy access to fresh groceries

  • Simple, flexible and great customer experience

data scientist goals

  • Increase profit margin

  • Capture a bigger market share and stay competitive

eng team goals

  • A design that works well for both .NET and AEM systems

  • Scalable and sustainable structure


knowledge transfer from client

did competitor analysis


facilitated Design Thinking workshop

concepting


iterated design based on lab usability testing results


baked accessibility considerations into Design System


Accessible design

helped QA and opitimized screen reader announcements

monitored user data and iterated design further

optimized cross brand experience

created accessibility guidelines for the development team


Design comparison



The results

client benefits

  • Contributed to the conversion up by 13%

  • Checkout time reduced from 20 minutes to 1.5 minutes

  • Reduced drop rate from 40% to 8%

IBM benefits

Expanded the project scope by 5X and generated over $10 million in revenue in 8 months

Retrospective

Figuring out a better way to do version control among the design team from the beginning

Creating better communication channel to propagate design updates to the development team

Having proper hand-off meetings with Tech Leads