The Problem
In 2008, Waitrose’s online proposition was badly out of sync. They had an antique, creaking grocery shopping website and a content heavy website. They wanted to massively upgrade their grocery shopping website and merge the two together. Grand Union had won the pitch based upon two strengths 1) the strategic approach and 2) the very pragmatic approach to achieving the goal in a discretely staged fashion – essentially increment our way there.
The Challenge
Waitrose had over 11 ways in which you could shop them, from a multi-channel perspective; that was a mandatory requirement for the first release. How do we make a user friendly as overtly uncomplicated as possible path through this while working in a highly collaborative fashion with client experts and the 3rd party off-shore build System Integrator.
Waitrose had over 11 ways in which you could shop them, from a multi-channel perspective; that was a mandatory requirement for the first release. How do we make a user friendly as overtly uncomplicated as possible path through this while working in a highly collaborative fashion with client experts and the 3rd party off-shore build System Integrator.
The Solution
We ran a continuous set of workshops with all three groups represented in which the entire checkout space was explored and refined. It was distilled down to three key entry points and tried to create a module approach that then was varied in sequence depending on the entry points. Then we tried to ensure a minimal effort golden path was the spine rather than the exception for each. The following document is the result.
