OSP Ecommerce - Universal App Design
OSP (Ocado Smart Platform) is the leading online grocery solution for retailers around the world. We now have clients all around the globe (map below). Part of my role as UX Designer (2016-2018) and then UX Manager/Head of UX (2018-present) was to support, lead and shape the direction of our mobile apps (iOS and Android). I supervised ongoing work to add new features to the apps based on partners request and user research insights, as well as supporting the UX Team with their projects.
As it is a platform, we created a new version of the apps for each new retail partner, and apply their branding to it. The examples below include the iOS App for Ocado (UK), Monoprix (France), Voila (Canada) and Casino (France). Allowing multi-branding, different languages, time formats and so on isn’t an easy thing to support, but are key attributes of an international white-label solution.
To address that challenge, I created a Theming process to communicate the needed assets, liaising with retailers, account managers and developers to make sure the apps can be branded with less friction (back and forth between different stakeholders) and delivered to clients in a timely manner.
We’ve also created a resilient Design System which was built to support multi-branding from the get go. We don’t design with colours, but with design tokens (ie: Primary, shade 500) and these are then mapped to each retailer colour palette, so that what we design with our own palette, works for all our clients.
Ocado (UK)
Aeon (Japan)
Bonpreu (Spain)
Monoprix (France)
Voilà / Sobeys (Canada)
Casino (France)
Morrisons (UK)
Designing - Self-service Refunds
In late 2021, my design team in Poland faced real capacity challenges. The product roadmap was full of commitment and recruitment was difficult, so I helped the team by picking up this project. Designer hat back on, sometimes managers need to get their hands dirty.
The project was simple: simplifying the process for users to request refunds on items. In grocery delivery, many things can go wrong: overripe fruits, mouldy vegetables, broken eggs, incorrect substitutions… and up to this point, users needed to contact support to request a refund, resulting in very high operative costs for retailers.
So the goal was to reduce these costs by offering users a way to submit refund requests quickly, directly from the app/website, so that retailers will only need to approve/decline them effortlessly.
To do so, we came up with a simple flow, starting from order details page, as users were looking for refund options on this page during our initial research. We user tested the flow a couple of time and refined it to this solution (see video).
Ocado App - Meals for the week
In my time working on the Ocado App before moving to OSP (2016), I was involved in the Meals & List project. Based on the research insights that people usually have a set of recipes that they rotate during the month, we wanted to incite users to save them as “Meals”, so that they could add them to trolley in one click at the next shop. We’ve followed the double diamond design thinking framework and explored several solutions.
After the first user testing session, we quickly realised that the main pain-point was around the “Meals” creation, and how to avoid too much manual repetitive work for the users (ie: search for item 1, add it to meal, search for item 2, add it to meal, repeat…). So we took the direction to capitalise on what the user had already added to their trolley. From there, the user could create a new “Meals & list”, select the items to add it (from what was already added in trolley), add a name and save it , ie: Guacamole in the video).
The users would then find their trolley segmented with the various “Meals and Lists” that they had created, offering them a tailored and personalised view of their shopping basket.
