A CREATIVE EXPERIMENT

What if we re-imagine
online food shopping?

To experience this concept visit this page on a Mac or PC.

 

 

 

 
SECTION 01
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.

 
SECTION 02
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.

SECTION 03
Here's a new experience,
designed around food
 
 
SECTION 04
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
experiences

Typography adapts 

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

 
SECTION 05
Now, let's explore the concept.

A unified search bar, 3 clear sections and a notebook for saving lists and recipes 

 
SECTION 06
The Dashboard

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In the UK, online grocery sites contain some useful features; however, they are overshadowed by outdated user interface designs and complex menu systems. 

 
SECTION 07
Digital Aisles

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.

 
 
SECTION 08
Product Results

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. 

SECTION 09
Discover Food

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.

SECTION 10
Browse Articles

Personalised food articles from the worlds top writers and chefs all appear in one place. Publishers keep the ad revenue, and readers get exposure to more items.

 
 
SECTION 11
Viewing Orders

Orders are now as glanceable as looking into a shopping trolley and checking you've got everything