responsive website redesign & ui unification
case
Unify e-commerce and rewards sites ui, establishing new design system, responsive page templates and CMS system to streamline design, development and deployment.
customer pain point
Customers had to redirect between two sites with different navigation structures and accounts. The site map had various dead end pages without return and was very difficult to navigate. Back end services and databases were not aligned causing users to duplicate efforts or abandon task or site. UI did not adhere to best practices or current standards and was not ADA compliant making difficult to read, understand or use.
solution
Assisted establishing journey maps, customer archetypes and information architecture to organize high level tracks of work to be divided into smaller minimal viable products for both front and back end efforts. Lead UI audit to compile list of components to create a design system that will communicate a consistent experience to our users, while also establishing a common language for UX, product and development.
website: https://www.safeway.com/
