Digital Groceries

Iceland's previous groceries website had reached its technical limits, leading to poor mobile support and limited ability to introduce new features for an improved shopping experience. In response, Iceland wanted to create a new mobile-first website on a more scalable platform to deliver the best online groceries service possible.

To achieve this goal, I facilitated workshops with Iceland's web design team to gain a better understanding of their users and current customer journey. I analyzed both online and offline touchpoints to create a clear picture of how internal teams and services interact, helping to build a vision for an idealized journey that the new site should support. These workshops also established new ways of working between business analysis and design to ensure everyone had a shared understanding of the new features being created.

Since Iceland's design team was primarily focused on CRM improvements and seasonal product launches for the existing site, I took on the responsibility of leading the design of the new site. My approach prioritized a mobile-first design, utilizing PWA architecture to create an app-like experience. I focused on key features such as the delivery slot-booking flow, ensuring that product availability in-store changed the product catalogue and user's basket accordingly. I also paid attention to the mini-basket and checkout flow, ensuring users could easily access their favourite or essential products - these enchacements, plus a adding more mobile payment options resulted in more than a 50% reduction in the number of failed payments.

To hand over the final designs to Iceland's design team, I created a digital design system that summarized our design principles and core properties, including the grid system, typography, and motion rules. This system served as a handy reference guide to ensure the team could continue to develop new features and pages in a consistent and thoughtful manner.

The launch of the new site delivered significant increases in average order value and in mobile sales, and has been a major factor in wining awards such as Online Grocer of the Year and Favourite Online Grocery Service for a number of years running.