Wireframing, designing and prototyping concepts.
In a nutshell
Build and lead a multi-disciplinary UX team (Researchers, Architects, Designers and UI Engineers).
Responsible for all aspects of UX and the UI design of the OSP e-commerce customer-facing web and native apps.
Defined and executing the user experience vision, strategy, design principles, team's code of conduct, user-centered design direction and guidelines.
Facilitating multidisciplinary teams' collaboration.
Liaise with designers, developers and product owners to implement new conceptual ideas.
Enriching a strong technology-based culture by injecting a more user-centered and problem-solving mindset and process.
The main reason why I was so thrilled to be part of the Ocado Smart Platform family was the opportunity to contribute to the development of the next generation of customer-facing e-commerce platforms of Ocado.
I started with very high expectations and ambitions but soon realised that the journey to innovation and experimentation was, from a UX perspective at that time, just a utopia. We decided to have more of an MVP approach – start by delivering what we know works and improve later.
When I started working on the e-commerce platform, I was again a one-man team. I must admit, I truly enjoyed designing the user experience of what could, in my eyes, have been the next generation of the Ocado.com webshop. My extensive previous experience in e-commerce – in grocery and general merchandise – equipped me well for the task.
With the excitement of a child, I embraced the challenge, and I started planning the next steps. There were significant factors to consider. OSP was intended to accommodate retailers with a unique business model, location and, undoubtedly, different customer experiences of online shopping. Customisation unmistakably guided my design thinking.
I developed Fraisy, the design language for the OSP customer-facing online shop. My objective was to create a consistent, customisable and clean UI kit with UX patterns that could be easily understood and further developed by the team of UXers that I was, in the meantime, forming.
Two years have passed, and today we have outstanding UX individuals who regularly partner with engineers to deliver a technologically updated design system that answers our business goals and meets our customers’ expectations.
With a design system in place, we were able to fast prototype in high fidelity and obtain the answers we needed from our users. By demoing our ideas in a more factual setting, we facilitated all conversations with product owners, engineers and our customers’ retail teams.
We are already looking forward on supporting the customer's experience for the retailers that signed up to use OSP: Morrisons (UK), Groupe Casino (France), Sobeys (Canada), and another major international retailer (which cannot yet be disclosed).
Brands that have signed up to OSP
Morrisons first release in OSP (2017)
Team's success stories
The first two challenges in a design and developer relationship are communication and expectation. The developer expects to receive a final graphic outcome that will survive storms and fire. Unfortunately, that almost never happens. The conversion from a static design file to code can sometimes reawaken the creative side of the designer’s brain. When that happens, the designer requests design adjustments (often called improvements) that test the developer’s patience. With time, such cases build frustration on both sides, and the project pays the final price. We started investing time and resources (hiring an extra UI engineer) to prototype in high fidelity. We stopped sending Sketch files to developers and began delivering tested, validated and well-documented prototypes built with our design system. The advantages were clear: improved communication between all parties, increased confidence with the design team, clearer guidelines for the developers and a faster release process of the product’s features.
Component-based UI in React
User Research & Testing Community
We found ourselves with the need to find an efficient way to listen to our users and validate our first hypothesis within a short period with not much of a budget. We had to be creative in finding a way to tackle the challenge. Our solution was to involve all the diverse employees of the Ocado group. We were able to recruit more than 200 users from a good variety of departments. We conduct one-to-one interviews and tests and send a weekly coffee break quiz with surveys on specific topics or with A/B design tests. By doing this, not only do we regularly obtain plentiful quantitative and qualitative data cheaply, but we also infuse UX globally and connect with more diverse profiles within the company.