A CREATIVE EXPERIMENT
What if we re-imagine
online food shopping?
To experience this concept visit this page on a Mac or PC.
What's wrong with the current experience? Everything.
The existing site for Sainsbury's has a cluttered interface with many different buttons and menus. Product cards are overwhelming with lots of information, and there are too many pages to explore. Few sections allow you to discover new food in a fun and engaging way.
The website needs a complete overhaul with a responsive design that uses fresh, vibrant colours. Food imagary should be used to entice customers and recipes could be better integrated.
What do millenials think?
I want to see what the food looks like, not see the packaging
They really sucked the magic out of discovering food
Going through all of the menus takes ages, and I always miss something
The cart at the end is always a long list and such a pain to go through
Millenials want a simplified, consistent experience that makes it easy to discover food and find new things to cook. It should feel light and vibrant with neat, fun animations.
Here's a new experience,
designed around food
An interface as
fresh as the food
Simple and clutter free
Food is taken out of the packaging, shown in all its mouthwatering glory
Computational design allows for millions of bespoke
for different product types
Icons boost navigation, replacing long menus
Food looks so good,
users want to reach into their screens and take a bite
Now, let's explore the concept.
A unified search bar, 3 clear sections and a notebook for saving lists and recipes
A warm welcome, unique to each user and their needs
In the UK, online grocery sites contain some useful features; however, they are overshadowed by outdated user interface designs and complex menu systems.
Just like physical aisles, browse every curated aisle from snacks to dairy. It's now easy to breeze through the store while being delighted by unexpected collections.
The fruit aisle
Categorised sliding panels make Aisles easy to navigate, and they contain related articles and recipes to help you get the most out of food.
When searching for an item, results are curated by digital visual merchandising. Just like in physical stores, brands can pay for more prominent screen real estate.
Food is such a big part of our lives. It should be celebrated, and easy to discover new things to enjoy.
The Discover tab is also home to recipe pages that let you add the ingredients to your basket with one tap.