Winn-Dixie App & Web Redesign
Riding on significant sales increases during the pandemic, Winn-Dixie focused on renewing every aspect of their in-store and digital experience.
—The Ask
Refresh and enhance the current UX/UI of the Winn-Dixie App and Website. Develop and test feature designs. All solutions must be flexible enough to be applied across sister brands Harvey’s & Fresco y Más.
— Our Goals
It’s a Winn Win
Winn-Dixie had a reputation of being old and not tech savvy. Our goal was to bring Winn-Dixie into a modern digital space by developing App (iOS & Android) and Web (mobile first) features customers would find exciting. With user and business goals in mind, we identified our project plan.
01. Empathize & Define
02. Workshop & Synthesis
03. Design & Test
04. Develop & QA
STEP .01
Empathize & Define
Activities: Qualitative Interviews, Customer Journeys, Competitive Analysis
We started by conducting interviews to find insights that would inform our customer journeys. Competitive analysis was also essential in understanding the challenges and opportunities the grocery market faces.
STEP .02
Workshop & Synthesis
Activities: Feature Prioritization Workshop, Sprint Planning
We started our Winn-Dixie relationship with a Miro workshop where we reviewed our customer journeys, competitive analysis, market trends, and our initial feature recommendations based on our research. To ideate further, we broke out into small groups and created concept posters on the feature recommendations. We came back as a larger group conducted a dot voting exercise to understand our priorities based on business goals and user needs.
STEP .03
Design & Test
Activities: Audits, Competitive research, User flows, Design, Clickable prototype, Test, Iterate
Each design sprint started with feature discovery usually resulting in an audit, competitive research, and user flows. We used the highly collaborative tool Miro to present these findings to the client during our mid-sprint meetings. We would then move to design and create a prototype to test.
— 2 Week Agile Sprint Process
Our process consisted of 2 week agile sprint that allowed us to ship high-quality work faster and more frequently, and gave us more flexibility to adapt to change design.
We had over 20 sprints defined to optimize and enhance their app and web experiences. Below are a couple examples of feature work during sprints.
— Shopping List Feature
Users needed an improved shopping list feature since previous user testing revealed customers were not happy with the existing experience. We incorporated enhance functionality and new personalization capabilities to make their shopping list for app and web a win for their customers.
— Change a Store Feature
Users needed a quick way to change a store location so they can easily see store specific coupons and stocked products.
STEP 04.
Develop & QA
Activities: Design System, Feature Acceptance Criteria, Zeplin development handoff
We delivered a robust Winn-Dixie design system with components flexible enough to be used for both app and web, and for sister brands Harvey’s and Fresco y Más. This created a consistent feel between platforms, brands, and allowed for an efficient development process.
At the end of each sprint we delivered details acceptance criteria to help brief the development team and minimize questions and concerns. We also factored in Design QA into the dev sprints. Our Design QA documentation was when translated into Jira tickets.
Company: T3
Date: 2020 - Ongoing
My Role: Sr. Product Designer
Team: AD Product Design, Sr. Product Designers, Project Manager, Content Strategist, Researcher, Developers