Southeastern Grocers eCommerce Features
At the beginning of the pandemic, Southeastern Grocers (SEG) had focused on catering to their customer's in-store shopping experience, missing key eCommerce opportunities as customers shopped and placed orders online for pickup and delivery.
In 2021 and 2022, Winn-Dixie, a trusted regional grocer within the SEG family of brands, realized they immediately needed to expand their eCommerce capabilities to more effectively engage loyal customers, target potential customers, and gain results across their digital platforms. In their rush to bring this experience to customers, they began working with a third-party grocery eCommerce platform.
This presented a unique problem to our product design team at Material: How do you launch MVP eCommerce capabilities across all SEG digital properties and brands, support online ordering for pickup and delivery through a third-party eCommerce platform, and still provide a usable, cohesive, and consistent experience across separate digital platforms?
With this problem in mind, my work as a Senior Product Designer on the team focused on:
• Adding features to Winn-Dixie's site that provided personalization and guided users to the third-party eCommerce experience.
• Migrating our design system from Sketch to Figma and helping update our tool stack using Zepelin and Confluence as an interim bridge for delivery.
• Working in sprints with a design team consisting of a fellow Senior Product Designer, a Design Researcher, a UX Writer, and an Associate Director of Product Design.
• Writing and understanding user goals, pain points, and problems.
• Creating competitive analysis and experience audits of the website, mobile app, and third-party eComm experience.
• Presenting findings, discovery, design explorations, and prototype demos.
• Delivering handoff assets and writing acceptance criteria for development.
The following case study outlines how I recommended we change the "My Shopping List" tab to the "My Clipped Savings" tab, allowing users to view their clipped coupons, deals, and estimated savings in one place while preparing to shop online. Work done at Material.
Experience Audit & Discovery
Southeastern Grocers eCommerce Features - Miro Boards
I defined the problem by auditing the current experience across 3 touch points: web, mobile app, and the new eCommerce platform.
Ideation & Process
Southeastern Grocers eCommerce Features - User Flow Exploration & UI/UX Sketches
I sketched to iterate on designs and incorporate feedback, ultimately delivering updates to 8 components and 21 screens across platforms.
Design Iterations & Prototyping
Southeastern Grocers eCommerce Features - Demo Flow & UI Exploration
Working in two-week sprints, I prototyped 4 iterations of the flow and UI for the new feature.
Delivery Prototype & Handoff
Southeastern Grocers eCommerce Features - Happy Path Demo & Mobile Screens for Handoff
Customers have reported saving up to 50% on their grocery bill by using the My Clipped Savings feature.
