Internal reviews with the Safeway team as well as their technology vendor helped isolate engineering needs as well as CMS constraints around a redesign. Strategy surrounding existing e-commerce practices were presented to the client for a best-of-breed shopping experience on A rich interaction model with dynamic shopping cart experience was strategic to further their online identity as a technology leader.

A number of different interaction models were illustrated to best reflect a intuitive user experience when browsing the hierarchy of Safeway’s categories / sub-categories / product shelves. The wireframe deck spanned hundreds of pages in the end, each revised, annotated and dictated a very powerful and unique shopping experience.

A full redesign of required hundreds of pages of documentation, dealing with a myriad of online vs. in-store process flow dependencies for outlining their online grocery shopping experience.

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