Background
Morrisons was the only one of the "Big Four" supermarkets in the UK not to have an online grocery presence. How could they turn this late entry to the market to their advantage?
Our brief was bold. "Be disruptive. Create a multi-channel online food business that will completely change the experience of grocery shopping."
What we did
Following a great deal of customer research our small team, comprising of a creative director, creative technologists, and user experience designers, designed our minimum viable product. "Small moments of delight" became our mantra, and we created a vision of how grocery shopping should be in the 21st Century.
We defined the proposition and validated it with target users
What is the problem with online grocery shopping today? Research was constant. Working with Brooklyn Brothers, we tirelessly tested, surveyed and focus grouped every idea, requirement, sketch and prototype.
We carried out detailed landscape reviews
We had to be absolutely on the pulse of developments around the world. If an Indian grocery store was innovating online, a French supermarket was leading the way in click & collect, or a Canadian store was re-imagining the in-store experience, we knew about it.
We created personas, scenarios and customer journeys
The stakeholders became extremely familiar with our personas, and the customer journeys were collaboratively updated with every new learning. This allowed us to be flexible in our approach and build in new ideas and features every time a problem became apparent.
We set out our experience principles
The business' vision was ambitious. We needed to check every idea and feature against this ambition, to make sure we were achieving our goal of being innovative and disruptive.
Project documentation
Personas
User Journeys
Sketches
I worked with an illustrator to provide stakeholder-friendly storyboards
Wireframes
The ecosystem
