As the Creative Design Lead for Waitrose, I spearheaded a team of five designers to create conceptual UX and UI designs, initiating the website redesign. Our mission was to modernize the site, improve user experience, usability, and accessibility using cutting-edge technology. Waitrose's website includes various micro-websites for grocery, entertainment, cellar, florist, garden, pet, and gifts. We also devised strategies for seamless integration into a unified website with intelligent linking.
Behind the work
We aimed to enhance the Waitrose shopping experience by offering personalized services based on customer profiles. Through 'Personas' and tailored online forms, we gathered insights to create personalized web pages that highlighted relevant products and services. This not only saved time but also strengthened customer-brand relationships. We also explored seasonal color themes and introduced the 'Virtual on the Go' service, which provided a 360-degree view of the shopping trolley for a more immersive shopping experience. Led by me and creatively directed by Bob Silver at Waitrose.
