Embedded Files
client
client
Albertsons Companies
project scale
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
my role
UX Design Lead, Accessibility SME
skills applied
skills applied
UX design
Design Thinking workshop facilitator
CSS
HTML
Design system
Accessibility
challenge statement
challenge statement
How might we streamline the checkout experience while meeting accessibility requirements?
How might we streamline the checkout experience while meeting accessibility requirements?
The process
The process
user goals
user goals
Have easy access to fresh groceries
Simple, flexible and great customer experience
data scientist goals
data scientist goals
Increase profit margin
Capture a bigger market share and stay competitive
eng team goals
eng team goals
A design that works well for both .NET and AEM systems
Scalable and sustainable structure
knowledge transfer from client
knowledge transfer from client
did competitor analysis
did competitor analysis
facilitated Design Thinking workshop
facilitated Design Thinking workshop
concepting
concepting
iterated design based on lab usability testing results
iterated design based on lab usability testing results
baked accessibility considerations into Design System
baked accessibility considerations into Design System
Accessible design
Accessible design
helped QA and opitimized screen reader announcements
helped QA and opitimized screen reader announcements
monitored user data and iterated design further
monitored user data and iterated design further
optimized cross brand experience
optimized cross brand experience
created accessibility guidelines for the development team
created accessibility guidelines for the development team
Design comparison
Design comparison
The results
The results
client benefits
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
IBM benefits
Expanded the project scope by 5X and generated over $10 million in revenue in 8 months
Retrospective
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
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