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Groceryworks.com
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Creative Lead: Steve HollandSr. Creative Developer: Erik SmarttSr. Designer: Aaron CoverJr. Designer: Kim OakleyCreative Developers: Ben Watson, Phillip Walker |
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Project URL: GroceryWorks.com
Project Summary Viant was chosen to create a design and technology solution for the online version of Safeway.
Goals The design team was responsible for establishing a powerful online shopping experience that built the GroceryWorks.com brand and drove sales. We were to design a solution to a difficult Information Architecture / Information Design challenge. Specifically, how to display an ever growing number of product categories in a manner that reduced clicks, encouraged browsing, and drove sales.
Challenges Information Architecture / Information Design was a huge challenge. The IA for the site required a complete overhaul; however, due to specific client demands, this was not possible. Accordingly, my team was forced to find a Design solution to an Information Architecture problem.
Results I choose to focus my team upon the shopping experience first and foremost. By creating a dynamically populated menu, the customer could easily navigate to their desired item - and never experience a page refresh. The top level categories existed in a DHTML layer that moved automatically side–to–side when moused over. This presented a virtually unlimited capacity to show products to the customer. The customer could very easily buy bread and then buy milk, then cookies, and so forth - and never leave the shopping page. Extensive cross sale and up sale items were presented. From a shopping experience perspective, I consider this project a huge success.Key Players Erik Smartt was pivotal in manifesting my shopping concepts. His innovative use of dynamically populated / database driven DHTML layers was key to the success of the project.(Note - GroceryWorks was absorbed back into Safeway and no longer exists as an independent concern) |
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