East of England Co-op
Introduction
In the dynamic landscape of 2021, I was involved in a collaborative initiative to launch an online delivery service for East of England Co-op—one of the largest independent retailers spanning the regions of Essex, Suffolk, and Norfolk. This initiative unfolded amidst the challenges posed by the COVID-19 pandemic, where the urgency of providing a seamless online experience became paramount as lockdowns increased the demand for convenient and safe shopping solutions.
My Role
As a creative digital designer, I played a key role in translating the vision into a functional and visually compelling online platform. Working closely with a cross-functional team, my responsibilities encompassed collaborating with the marketing team, crafting promotional content, and ensuring the platform’s user-centered design not only met business requirements but also adeptly addressed the evolving needs of users during the pandemic.
The Challenge
In the face of obstacles presented by lockdowns and reduced foot traffic, our objective was clear: to develop a visually appealing and user-friendly online delivery service. Our goal was to efficiently deliver a broad range of groceries within 30-60 minutes, supporting local producers and contributing to community growth.
Design Process
Research
After thoroughly researching successful solutions and familiarising ourselves with our customers, East of England Co-op teamed up with Snappy Shopper to launch a market-leading online delivery service.
Branding
The branding was designed to be bold, fun (sometimes cheeky), and a strong presence on social media, making it easy for the customer to perceive information and place an order. Social advertising was the springboard for the business and has continued to drive customers in each location.
UI/UX Design
I meticulously streamlined the app’s user interface, emphasising simplicity to ensure seamless navigation and enhance the overall shopping experience. To address the crucial aspect of transactions, I seamlessly integrated secure payment options, including Apple Pay and Google Pay, effectively reducing cart abandonment and fostering a more efficient payment process. The visual presentation of stores was a key focus, with designs tailored based on location, delivery time, and pre-order options, delivering a personalised and unique experience for users. Furthermore, I optimised the app’s features by introducing strategic in-store promotions and checkout offers, resulting not only in increased sales but also in a notable reduction in food waste. This approach was important in creating a visually appealing, user-friendly, and sustainable platform for the East of England Co-op Delivery App.Conclusion
Since the launch of the online delivery service app, East of England Co-op has experienced significant success. Average basket spends have increased, and monthly revenue has shown a positive trajectory. The platform, crafted under my creative guidance, has not only attracted new customers but has also re-engaged existing ones, offering a swift and efficient delivery service from store to door within 30-60 minutes.