UX Case Study: Redesigning Carrefour Supermarket
2016 - 2017 | Product Designer & UX Specialist @ Machiina
For Carrefour España (Client)
Project Overview
During my time at Machiina, my main focus was on working with Carrefour Spain.
The project aimed to revamp Carrefour's online supermarket, improving usability and interaction. Our goal was to refresh the brand image while addressing issues across different business verticals.
This case study summarizes our journey in reimagining the user experience for Carrefour Supermarket.
It highlights our methodologies, tools, and deliverables, showcasing a transformative effort that redefined the supermarket's online presence.
Phase 1: UX consulting
Our journey started with a comprehensive UX consulting project.
The goal of this initial phase was to provide agile solutions to usability and interaction challenges on the supermarket's website. We also extended our efforts to other business verticals.
The ultimate goal was to breathe new life into Carrefour's digital presence.
This phase resulted in a light redesign. It included a visual overhaul and subtle adjustments to the funnel and information architecture, all based on meticulous research.
Phase 2: Redefining the architecture
In the second phase, we set out to redefine the entire site architecture, effectively starting from scratch. This effort involved in-depth research that included market analysis, competitive assessments, and a deep understanding of both existing customers and potential users.
Phase 3: Design
Based on the insights gained, I created web designs presented through mockups and diagrams.
This comprehensive approach covered every aspect of the interaction, including information architecture, content guidelines, funnels, and design system architecture. This groundwork allowed the development team to begin work before the final UI design was finalized.
Iterative Development
Throughout the first quarter of 2018, we launched the new website through incremental iterations. This approach allowed us to gradually introduce new features and content, ensuring a seamless transition and improving the overall user experience.
This collaborative effort was seamlessly orchestrated between key stakeholders, including myself as the UX specialist in charge of the product and service, the UI design team (which also handled content creation), DevOPS (which manages Machiina's front-end team and Carrefour's back-end), in conjunction with Carrefour Online's management.
Methodologies
Our approach incorporated a range of methodologies and techniques:
- Usability Testing
- Expert Review
- User Reviews
- Field Studies
- Card Sorting
- Benchmarking
- Low-Fidelity Wireframes
- High-Fidelity Wireframes
- Early Design Systems
- Flexible Scrum / Agile
- D2D (Design to Development) Process and Handoff
Main Tools Used
To achieve our objectives, we relied on a suite of essential tools:
- Sketch
- Invision
- Zeplin
- Mindnode (for Card Sorting and navigation/information architecture definition)
- Excel (for navigation and information architecture definition)
- Other Tools: Word, Keynote, etc.
Deliverables
Our project yielded several key deliverables:
- Low-Fidelity Wireframes
- High-Fidelity Wireframes
- Reports on Benchmarking, Field Studies, Site Contents
- Strategy Reports
- Navigation Reports
- Documentation on UX Information Architecture
Screenshots
Bodega Carrefour
2017 | Product Designer & UX Specialist @ Machiina
For Carrefour España (Client)
In the final stages of the Carrefour project, the creation of an additional business vertical dedicated to the sale of wines and alcoholic beverages came up.
To do this, the entire code and design was reused, adapting the structure of the information architecture as well as the shipping funnels.
This was largely a rapid project because a well-documented design system was already defined, por what could be endowed with new branding in an agile way.