Role: UI Designer

Links:  Apple Store  |  Google Play Store

VISION

Provide a new and exciting way to shop in-store, which helps customers manage their budget and avoid the queues when checking out, by driving sales and increasing customer loyalty, delivering and leveraging the benefits of omnichannel customer experience and reducing front-end operating costs.

CHALLENGE

I joined the SmartShop team when the project was on trial phase in two Stores. Customers and colleagues in-store expressed excitement about a new way of shopping in-store. Innovation was the buzzword, so for my team, this was an opportunity to gauge feedback and monitor performances. We soon realised by analysing customer feedback and data that there were critical areas of the journey that brought frustrations to our customers. So we decided to go in-store and conduct interviews to have a better understanding of what was not working well.

HAPPY PATH

Insight from user testing and field studies showed that users were struggling with registration, list creation, scanning items and checking out. Also, SmartShop was predominately designed for the weekly ‘big shop’, however, we knew through data that customers were shopping little and often.

We decided to take a step back and concentrate on a happy path that could highlight gaps and pain points in the current experience to readdress them. We also create a detailed storyboard to highlight areas of improvement and missing opportunitites.

Sign Up In-Store

Scan Items

Pay at dedicated tills

REDESIGN

The redesign of SmartShop was made in tandem with the creation of a brand new Sainsbury's Design System called LUNA. My job was to set the apply LUNA to SmartShop and set the foundations for native platforms.

SIGN UP

The first part of the App that we improved was the signup journey. Customers were prompt to a fast registration process where they could enter quickly their details and pick up their store. 

SING UP IN-STORE

Customers could also Sign up in-store, and pick up a handset to use SmartShop. The features on the Handset are the same as the App. 

LIST CREATION

 We have simplified how users create their lists, giving them the option to select quickly tags, add products to their list or simply scan them. 

SIMPLIFIED CHECKOUT

When approaching the dedicated tills, Customers could scan the QR code visible on the till, transfer the shop to it and proceed with check out.

DESIGN SYSTEM LUNA

SmartShop has been designed to apply the new Sainsbury's Design System called LUNA. My challenge was to set the foundations for iOS and Android since LUNA was born originally for Web-only.

CUSTOMERS FEEDBACK

• ‘Scans really fast and so much quicker to checkout’
• ‘So much better than Waitrose’

COLLEAGUES FEEDBACK

• Satisfaction while using SmartShop improved to 4 out of 5 
• The rate for using the App with Wifi raised to 4 out of 5
• Faster registrations on Tablet that required no assistance from colleagues