Leadership • UX Design • UI Design • Information Architecture • Prototyping • User Testing
ASDA is one of the largest supermarket chain in UK and had a phenomenal performance from 2013-2015. The success was driven by in-store shopping while the new age customers were gradually moving towards shopping online. With an old e-commerce platform, this was a fantastic opportunity to overhaul ASDA's e-commerce presence.
The opportunity allowed us to deep dive into the lives of soon to be our users, while creating a seamless end to end experience with focus on product discoverability and personalization. Internally, the project was used to lead upgrades to our tech stack, creation of ASDA design system and embarking on a journey towards a design driven organization.
Project Details
6 months | Team of 2 | Lead Designer (Myself) and Senior Designer
My role
- Project leader, setting milestones and expectations with stakeholders
- Leading design activities including information architecture, prototyping, research, , hi-fi. designs
- Evangelizing design system and design thinking through presentations and roadshows
- Creating the first design system in Walmart International; ASDA Design Language
Design Process
01 Understand the problem | Journey mapping, competitor analysis and stakeholder interviews
02 Concepts | Prototyping and test strategy
03 Validation | User testing and refining concepts
04 High fidelity | Visual design and high fidelity mockups
01 Understand the problem
Used techniques like journey mapping, competitor analysis and stakeholder interviews.
Redefined goal: Focus on redesigning the navigation to improve product discovery and content marketing.
02 Concepts
Ideate and create lo-fi prototypes for user testing on mWeb and Web formats.
03 User Testing
Usability test sessions with 24 users (12 desktop and 12 mobile) were conducted.
Each user was presented with one concept and live experience to perform various tasks.
A) Natural task - Get started and find ‘Shop groceries’ start point
B) Main task - Shopping list to explore ease of finding and using navigation
C) Core tasks - Ease of finding search functionality and interacting with mini trolley
D) Scenario tasks - Find "Book a slot", "Checkout" and "Your orders" call to action
Setup before the testing begins
User testing in progress
Testing setup
User testing in progress
Recording of test data
Summary of use preferences
Results from user testing sessions:
60 % of users preferred drill down navigation. The amount of information was less and exerted lesser cognitive load on the user, while the text size and white spaces made it easier to scan.
Side navigation tested successfully as most users easily found it handy to move between different aisles and sections.
Bottom mini trolley concept did not test successfully. It lacked discoverability and was often missed by the users.
04 High fidelity
Impact
01 Navigation as the reason for “Not purchasing this week” went below 10% for the first time in Asda’s e-commerce history
02 Average cart size grew by 4.7%
03 Conversion rate increased by 2.1%
04 ASDA's online grocery sales increases consistently from complete launch in 2021
In 2023, Asda recorded record online grocery sales, with 39 million orders and a sales value of £3.2 billion.
