A CREATIVE EXPERIMENT

What if we re-imagine
online food shopping?

A CREATIVE EXPERIMENT

What if we 
re-imagine
online food shopping?

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 01

What's could be enhanced about the current experience?

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 02

What do millenials think?​

SECTION 03

Here's a new experience, 
designed around food

SECTION 04

An interface as fresh as the food
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

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

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. 

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

Discover Food

Food is such a big part of our lives. It should be celebrated, and easy to discover new things to enjoy.

SECTION 07

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. 

The Discover tab is also home to recipe pages that let you add the ingredients to your basket with one tap.

SECTION 09

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 10

Viewing Orders

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

Result

Since publishing this work I have been approached by multi-billion dollar international grocery brands. I later worked on high-value digital projects for Sainsbury’s. My concept received a Wix Award for Stunning Digital Design.

Food is wonderful part of our lives but buying it online is feels like browsing a database. I challenged myself to re-imagine this experience using a human-centred approach.

 © 2011-2021 Adam Marsh. All rights reserved.

 © 2011-2021 Adam Marsh.

All rights reserved.