Ahold-delhaize

Ahold Delhaize is one of the world’s largest food retail groups, a leader in supermarkets and e-commerce, and a company at the forefront of sustainable retailing. They came to IBM iX to help their in-house design team create templates for multiple brands that have a better user experience and to help create their first e-commerce grocery website.

Company: IBM iX
Years: 2018–2019
Role: Senior Designer

Legacy sites

The old experience from the outdated brands needed a visual refresh and stronger planning around the e-commerce experience.

Myself and the design team worked closely with the research team to wireframe, ideate and constantly push for the user's accomadations and make a platform best for them. We also worked closely with Ahold Delhaize's designers, making sure that a template could be created to go across multiple brands.

The groundwork

After landing on a few initial designs, we had a daily stand up aiming at critiquing each others work and for constant evolution. We landed on a persistent cart after looking at upcoming trends, and functionality of the navigation.

Concepts and iteration

In the end, we delivered designs for 4 different brands ranging from a desktop view with a persistent cart, desktop view without a persistent cart, tablet, and mobile. It was over 400 pages of content and design. Transitioning the designs to Ahold-Delhaize's design team was very seamless, and worked with them to closely align the one brand they were working separately on, Hannaford, to our user experience and designs.

Deliverables