The mobile-first website needed to manage complex navigation, incorporating both food and non-food items, same-day delivery, drop-shipping in a single basket, and various promotion logics, among other specific requirements.
Assigning navigation components over layers
I meticulously crafted a total of 270 pages of annotated wireframes, explaining all expected components and interactions from the end-user perspective, all the way from homepage to error handling and FAQs.
This allowed a swift validation of the requirements from both client and implementation parties, and played a major role in keeping timelines and budget on track by providing the required clarity.
Building omnichannel brand trust
Carrefour is a large organisation, and many stakeholders were involved in validating the designs. With tight timelines, and no centralised brand direction, I couldn’t afford relying on stakeholders opinions.
In an omnichannel world, brand trust comes with consistent execution across all channels. Carrefour didn’t have plans to change or update their brand to accompany their entry in the digital world.
I addressed project stakeholders’ expectations by emphasising the importance of aligning with the current in-store brand perception, which would inform our design choices.
Once this was agreed, my Art Director focused on the quality of execution and guidelines rather than creative exploration. The visual designs were validated within one month and budget and timelines stayed on track.
