Raley's E-commerce Website
I was part of a five-member design team tasked with revamping the entire retail e-commerce experience for the Raley's brand. Our project had a six-month initial design phase deadline, with the dual objectives of increasing company revenue and creating a white-label solution for two newly acquired brands, Food City and AJ's Fine Foods.
To inform our design decisions, I collaborated weekly with customer service representatives to understand customer pain points and analyzed customer surveys. Additionally, I conducted a comprehensive competitor analysis within the grocery retail e-commerce industry, gaining valuable insights into online grocery shoppers' needs.
To validate my designs, I created low and high-fidelity prototypes using Figma, which were then tested with active users and our customer service team. Throughout this project, I deepened my understanding of customer needs and honed my skills in solving complex problems as part of a design team while balancing various stakeholder interests.
Defining the problems with Raley's old e-commerce experience
The previous Raley's website was very clunky and did not provide a great user experience overall. This includes the design and branding of the website not being consistent.
The website did not provide a great user experience at selecting coupons and offers, which is the heart and engine of the retail grocery industry.
Limited capability of tracking users purchase history, which would effect reordering capabilities in the future.
Limited capability of tracking users purchase history, which would effect reordering capabilities in the future.
Users complained about the checkout process being broken and fact that it did not provide basic features that were standard across the industry.
We used the Triple Diamond UX Process for this Project
Reimagining the Digital Coupon Experience
The redesigned coupon selection experience offers customers more personalized deals tailored to their individual shopping patterns. It integrates Weekly Exclusive Deals and features an enhanced dashboard that provides detailed tracking of Something Extra Points.
Strategic placement of coupons throughout the customer journey reminds shoppers of available savings they can redeem at their convenience.
Recent user testing, conducted with active customers and our Customer Service Representative team, demonstrated that these enhancements significantly improved usability compared to our legacy coupon system.
Enhancing Purchase History for Seamless Reordering
Revitalizing the Purchase History section of the website was essential to improve both customer experience and internal business operations.
A common customer complaint centered on the cumbersome process of reordering previously purchased items. The legacy system could only display purchase history for the most recent three months, forcing customers to spend additional time searching for products they had purchased outside this window.
This limited functionality not only frustrated customers but also hindered the company's ability to analyze long-term purchasing patterns and track frequently bought products throughout the year.
The enhanced Purchase History feature has delivered dual benefits: improved customer satisfaction and increased revenue for Raley's.
Streamlining The Checkout Process
The checkout process is crucial for any e-commerce platform, including Raley's online shopping experience. Through user interviews, we identified two critical pain points in our existing system.
First, customers highlighted the limited product substitution options for deliveries and pickup orders. While users could indicate their general willingness to accept substitutions, they couldn't specify their preferred alternative products—a standard feature in the industry.
Second, disorganized coupon placement made it difficult for customers to find and apply relevant offers during checkout.
To address these challenges, we conducted extensive user research and iterative design, creating multiple low-fidelity and high-fidelity mockups and prototypes in Figma. The resulting improvements to the checkout process have significantly enhanced customer satisfaction.
