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[Case 01]
$140M Incremental Revenue Through
Hero Collection Component Launch
Scaled feature for Omni-channel grocery shopping experience
[Project Overview]
Faced 1% low CTR on Hero Banner. Merchandising team asked for more flexible components to support business sales goal. I redesigned the space to address the business requests by launching flexible collection system, reducing end-user’s banner blindness in order to achieve higher CTR.
[Problem Statement]
The hero space design doesn’t align with merchandising goals, leading to underutilized real estate and missed opportunities to drive engagement and conversions.
[Industry]
E-commerce
[My Role]
Product Designer
[Platforms]
Mobile App and Website
[Timeline]
1 quarter | 2024
[Collaboration]
Cross-functional collaboration is a core part of design work at Albertsons’ Shopper Experience Team, especially in the front-funnel space where the merchandising team relies heavily on product designers to create content-rich digital experiences that support business revenue goals and seasonal campaigns.
[Solution]
Before
The current hero space lacks flexibility for merchandising campaigns and fails to drive impactful click-throughs.
After
It creates more space for content, enabling the merchandising team to easily showcase a wider range of campaign types.
[Iterations]
When designing the components, several key constraints had to be considered:
- the 'Buy It Again' carousel needed to remain above the fold
- the Collective team requested more space to sell sponsored ads
- the Merchandising team wanted a larger visual area to tell campaign stories.
- I also needed to carefully consider visual hierarchy to avoid banner blindness and ensure the cards were flexible enough to support a variety of content.
[Deliverables]
- Shipped Development-Ready files.
- Published Component Authoring Guideline for Merch Team and Marketing Team.
[Achievements]
$140M
Supported the achievement of merch team’s goal of $140M in incremental revenue.
2.5%
Increased the CTR from
less than 1% to 2.5%.
$8M
Hosted sponsored ads that delivered $8M in ad revenue annually.
[Key Learnings]
- Collaboration: hosting fun workshops both individually and collectively can help aligning the goal more efficient.
- Business goals and user experience tradeoff: end-customers do have banner blindness. Giving visual design guidance on ads can help with visual storytelling in order to make ads look like shopping assistance.
- Development: always loop in design system and engineering once started initial design to reduce back and forth changes.
Back
[Case 01]
$140M Incremental Revenue Through
Hero Collection Component Launch
Scaled feature for Omni-channel grocery shopping experience
[Project Overview]
Faced 1% low CTR on Hero Banner. Merchandising team asked for more flexible components to support business sales goal. I redesigned the space to address the business requests by launching flexible collection system, reducing end-user’s banner blindness in order to achieve higher CTR.
[Problem Statement]
The hero space design doesn’t align with merchandising goals, leading to underutilized real estate and missed opportunities to drive engagement and conversions.
[Industry]
E-commerce
[My Role]
Product Designer
[Platforms]
Mobile App and Website
[Timeline]
1 quarter | 2024
[Collaboration]
Cross-functional collaboration is a core part of design work at Albertsons’ Shopper Experience Team, especially in the front-funnel space where the merchandising team relies heavily on product designers to create content-rich digital experiences that support business revenue goals and seasonal campaigns.
[Solution]
Before
The current hero space lacks flexibility for merchandising campaigns and fails to drive impactful click-throughs.
After
It creates more space for content, enabling the merchandising team to easily showcase a wider range of campaign types.
[Iterations]
When designing the components, several key constraints had to be considered:
- the 'Buy It Again' carousel needed to remain above the fold
- the Collective team requested more space to sell sponsored ads
- the Merchandising team wanted a larger visual area to tell campaign stories.
- I also needed to carefully consider visual hierarchy to avoid banner blindness and ensure the cards were flexible enough to support a variety of content.
[Deliverables]
- Shipped Development-Ready files.
- Published Component Authoring Guideline for Merch Team and Marketing Team.
[Achievements]
$140M
Supported the achievement of merch team’s goal of $140M in incremental revenue.
2.5%
Increased the CTR from
less than 1% to 2.5%.
$8M
Hosted sponsored ads that delivered $8M in ad revenue annually.
[Key Learnings]
- Collaboration: hosting fun workshops both individually and collectively can help aligning the goal more efficient.
- Business goals and user experience tradeoff: end-customers do have banner blindness. Giving visual design guidance on ads can help with visual storytelling in order to make ads look like shopping assistance.
- Development: always loop in design system and engineering once started initial design to reduce back and forth changes.
Back
[Case 01]
$140M Incremental Revenue Through
Hero Collection Component Launch
Scaled feature for Omni-channel grocery shopping experience
[Project Overview]
Faced 1% low CTR on Hero Banner. Merchandising team asked for more flexible components to support business sales goal. I redesigned the space to address the business requests by launching flexible collection system, reducing end-user’s banner blindness in order to achieve higher CTR.
[Problem Statement]
The hero space design doesn’t align with merchandising goals, leading to underutilized real estate and missed opportunities to drive engagement and conversions.
[Industry]
E-commerce
[My Role]
Product Designer
[Platforms]
Mobile App and Website
[Timeline]
1 quarter | 2024
[Collaboration]
Cross-functional collaboration is a core part of design work at Albertsons’ Shopper Experience Team, especially in the front-funnel space where the merchandising team relies heavily on product designers to create content-rich digital experiences that support business revenue goals and seasonal campaigns.
[Solution]
Before
The current hero space lacks flexibility for merchandising campaigns and fails to drive impactful click-throughs.
After
It creates more space for content, enabling the merchandising team to easily showcase a wider range of campaign types.
[Iterations]
When designing the components, several key constraints had to be considered:
- the 'Buy It Again' carousel needed to remain above the fold
- the Collective team requested more space to sell sponsored ads
- the Merchandising team wanted a larger visual area to tell campaign stories.
- I also needed to carefully consider visual hierarchy to avoid banner blindness and ensure the cards were flexible enough to support a variety of content.
[Deliverables]
- Shipped Development-Ready files.
- Published Component Authoring Guideline for Merch Team and Marketing Team.
[Achievements]
$140M
Supported the achievement of merch team’s goal of $140M in incremental revenue.
2.5%
Increased the CTR from
less than 1% to 2.5%.
$8M
Hosted sponsored ads that delivered $8M in ad revenue annually.
[Key Learnings]
- Collaboration: hosting fun workshops both individually and collectively can help aligning the goal more efficient.
- Business goals and user experience tradeoff: end-customers do have banner blindness. Giving visual design guidance on ads can help with visual storytelling in order to make ads look like shopping assistance.
- Development: always loop in design system and engineering once started initial design to reduce back and forth changes.