Rodrigo G Cardoso
User Experience Design Lead
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National Supermarket Chain
PROJECT: Web & Mobile Redesigns
ROLE: UX/UI Design Lead
DURATION: 5 months
TOOLS: Sketch, InVision, Zeplin, Slack, Microsoft tools, Jira
The Problem
Was the UX Designer to lead various initiatives to improve the overall customer experience and to lead in exploring and designing new services not currently available.
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Initiatives:
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Homepage & Isles redesign (web)
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PDP page redesign (mobile)
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Unlimited Delivery Club subscription (mobile)
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Unlimited Delivery Club at Checkout (mobile & web)
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Your Store A/B test (web)
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Starbucks ordering (mobile), and Immunization Scheduler (mobile & web)
The client has several teams working in parallel on the same web or native app screens but teams don’t have visibility into what others are updating. This is a problem because developers assigned to each initiative look at the design comps as a whole – instead of just working on the feature changes that are in scope for that initiative. So, it is up to the UX Designer to follow up with other teams to gather any changes made to the screens so they can make those updates to their own screens. A lot of rework for designers and developers.
PMs utilize Confluence to document high-level requirements but don’t always provide designers with user stories and acceptance criteria. Instead, PMs only write user stories for developers after designs and flows have been finalized. This lack of requirements and acceptance criteria created several additional rounds of iterations that could be avoided by adopting an agile framework for the design phase of each initiative.
Because teams don’t work in true sprints, they don’t have a way to size the project or measure the designer’s bandwidth. It was common for me to be working on two projects in parallel with tight deadlines with no way to measure my bandwidth.
The Resolution
Each initiative included researching what competitors are doing and delivering a Competitive Audit, discussing with initiative Product Managers and Solution Architects to validate and expand on proposed requirements, designing high-fidelity design comps, providing copy and reviewing with copywriter, reviewing designs with ADA compliance, and providing support to developers after inception. For the Starbucks initiative, also provided a Business Process flow.
For complex tasks, such as with the Unlimited Delivery Club subscriptions, also provided user flows and helped prioritize features into phases.
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This was a 100% remote engagement, so it was imperative that we kept channels of communication open and consistently reached out to peers and project leads.
I set up daily or weekly calls with Project Managers to review and validate requirements and designs. I reviewed designs with an accessibility SME, conducted reviews with the Marketing Coordinator to review marketing materials, and reached out to the copywriter when I needed copy reviewed and approved. Also consistently reached out to designers for help – from bouncing off ideas to requesting the latest comps.
In addition to project meetings, I also attended weekly design stand-ups and reviews and one-on-ones with the UX Director.
The Impact
I led a few initiatives while on this engagement.
For Starbucks at DUG, I was tasked with creating a seamless experience using existing services. I provided a Business Process flow, designs and prototype.
On the Pharmacy Immunizations scheduler, I was tasked with creating an easy way for anyone to schedule an immunization appointment on their mobile device. I only had a short time (2 weeks) to gather requirements and design a future-state experience. Worked with the executive sponsor, a PM and a Solution Architect to ensure that this experience can be brought to market as soon as 4 weeks.
On the “Your Items” initiative, I was tasked with finding a solution to the fact that there is no central location for personalized pages that assist customer is quickly re-purchasing the items they love. I proposed a new architecture that would provide a centralized location for Buy It Again, Past Purchases, Re-stock (Auto-Replenishment), Favorites, and Lists to assist return customers in purchasing the items they love quickly and efficiently.
I was able to gain trust by backing up design decisions with either approved patterns in our own designs or by providing evidence of what the competition has done, in the form of Competitive Audits.
I was also able to work with and mentor junior designers on some initiatives, such as PDP redesign and the Unlimited Delivery Club subscription for native app.
Researched and designed an immunizations scheduler app. Example shows journey map for 2 personas.
Created Task Flows for different tasks to align with BAs and Stakeholders
Competitive audit. Research conducted for each page to understand what competitors are doing
Journey map for Persona: The Juggler
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Mission: Taking care of my household with satisfying food
Journey: Make my weekly shopping trip successful
Regular/Predictable: This is about regular feeding and consumable needs that occasionally need inspiration: it's a blend of functional anticipation along with access to inspirational foods
