How I designed an unparalleled digital shopping experience in the Middle East and catered to a diverse international audience of over 200 nationalities.
United Arab Emirates
2016
Head of User Experience
To meet upcoming customer expectations, Carrefour embarked on a mission to sell online its entire hypermarket catalogue. This meant publishing and shipping 50,000 different products from day one, from bread to toasters and stoves.
Built from the ground up, Carrefouruae.com aimed to be among the few e-commerce platforms capable of seamlessly handling both food and non-food deliveries within a unified shopping experience.
In addition to having to handle a large number of product references and several consignment models, I had to design for an audience comprised of more than 200 different nationalities, within 5 months from inception to delivery.
I decided to go for the classic double diamond process, with the exception that I didn't have room for exploration. This meant I had to make informed decisions at each step of the process.
You can read more about the Quadruple Diamond, and the four stages described above.