Waitrose & Partners, is a brand of British supermarkets, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose.

Role: Senior Digital Designer

Waitrose directly commissioned me to help redesign their website, a challenging and exciting project that I tackled remotely with monthly meet ups. I collaborated with three talented designers and a development team based in India. My role involved constant communication with Waitrose stakeholders and account managers, where I focused on defining the functionality of the product pages and the types of products each page would showcase.

A key aspect of my work was meticulously detailing the user journey. I mapped out each section and page using user flows, a long but absolutely critical process. This helped us define and, most importantly, simplify the user experience. We were able to eliminate unnecessary clickthroughs that plagued the original site. My team and I went through several intensive discovery phases to thoroughly outline all these crucial areas.

Beyond the design work, I also presented our findings to the development and product teams. It was vital to ensure that the new designs were not only aesthetically pleasing and user-friendly but also achievable and within the project's scope.

Over an eight-month period, we worked in sprints, diligently crafting solid designs that ultimately contributed to a significantly improved Waitrose online experience.

Redesigning the Waitrose website was a great, fast-paced project that kept me on my toes.