Experience design
www.aldi.co.uk
Brief
Aldi is one of the fastest growing supermarket chain in the UK, and wanted to build on its success to expand through an online presence. Recognising the iterative nature of online development, we wanted to identify an eCommerce concept that would be rapid to implement and would generate learning that would enable Aldi to scale its online presence.
Solution
I led a user centred design approach to develop a new ecommerce proposition in line with the Aldi commercial model and the needs of the Aldi consumer. We gave emphasis to ease of use and educating users on the Aldi value proposition, and created an experience that complements the in-store experience.
https://static1.squarespace.com/static/56bcaf5af850822e57ff5d66/t/56c3a0e52b8dde9d3976a030/1455661374349/?format=1000w
Results
The Aldi ‘wine by the case’ was successfully launched in January 2016 with. The response to the first phase of the website has been really positive. Econsultancy defines the experience of the responsive site as "simple" and "the browsing and checkout process was remarkably quick and easy". Consumers are already talking about it: “Website extremely easy to navigate and find products. Completed very quickly with no hiccups which would make me want to use it more often” ; “The simplest, clearest retail website I have used in a while, and I do a LOT of shopping online! Thank you!” ; “It is the first time I have ordered on line from Aldi and I find it very easy as I am 79 years of age and not very computer savvy.” ; “the whole thing was a BREEZE for an inexperienced on line shopper!”