1. Long page
Some of the most loyal regular shoppers will have very long coupons pages, meaning lots of scrolling.
Leading the research and design of a loyalty area on the Ocado website, I was at the forefront of early testing and learning on a company-wide retention strategy.
I created a Figjam board with screenshots of competitors webpages and apps and then analysed what they were doing well.
As one the the original idea's was to use the new Savings Hub to host coupons, I analysed the page to see how we could improve it. Hover over or click one of the talking points below to see where on page it was located.
Some of the most loyal regular shoppers will have very long coupons pages, meaning lots of scrolling.
The page is uninspiring, monochromatic and plain.
Coupon products aren’t categorised and can’t be filtered or sorted.
New customers are not being informed about why they are unable to see any coupons.
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From the analysis I came up with some recommended features for our savings hub page.
Easily access discounts and coupons all in one place.
Helps the customer to find what they need, quickly.
Show progress, make it fun and tell a story.
Set easily attainable goals with rewards for consistent behaviour. Set time limits and penalise for not using.
Use our rich data to inform how much C02 (on average they’ve saved shopping with us compared to an average supermarket shop. You could also show how much money has been donated to charity on their behalf.
Use a tiering system based on consistent loyalty. Make it difficult to reach higher tiers so it feels exclusive club that customers would aspire to be in.
I created a Figjam board with screenshots of competitors webpages and apps and then analysed what they were doing well.
During a presentation to one of the directors, I experienced firsthand the importance of having a clearly defined, written brief before starting a project. While I typically ensure that all projects begin with a brief, in this case, I was asked by senior management to start the sprint without one. Despite raising concerns about the absence of a brief, I was advised to proceed. I created my own brief, setting goals based on my understanding of the project. Unfortunately, these goals did not align with the director’s vision, requiring a complete reassessment of the project.
Here I created a style that was not only very 'Ocado' but it also felt slightly different to the rest of the website so people knew they were on the savings hub. As we were using Dynamic Yield personalisation, each tile would be different depending on each customers amount of shops and which services they had signed up to.
After delivering the first round of high-fidelity designs, I received feedback regarding font sizes and white space. As a strong advocate for improving accessibility, I took this feedback seriously. I presented several examples from our current website, highlighting issues such as font sizes falling below the 14pt minimum and a lack of clear visual hierarchy. Through open discussion, we reached a compromise, where I adjusted some of the header sizes while maintaining a focus on accessibility and design integrity.
Richard Watters (me) - Senior UX Designer.
Robert George, Alessandro De Oliveira, Neeti Soni, Angela Samuel - Web Developers.
Jonathan Pritchard-Barrett - Copywriter.
Nicole O'Brien - Conversion Rate Optimisation Executive.
Matthew Wilson - Digital Optimisation Manager.
Robert Boote - Insight Analyst.
Miran Satkunanathan - Junior Digital Product Manager.
