Description
For this project, I explored how the deals platform of Albert Heijn could be improved to better reach and engage customers in a digital first retail environment. Albert Heijn offers a wide range of non-food deals through a separate platform, but research showed that a large part of the target audience is either unaware of its existence or rarely interacts with it. Through field research, surveys, and user testing, I discovered that current promotion methods such as in store posters and folders lack visibility and consistency. Additionally, the existing website experience is not user-friendly and creates unnecessary friction. The project focused on families as the primary target group, as they represent a valuable segment with higher spending potential. Insights revealed that these users rely heavily on their smartphones, prefer quick and simple interactions, and mainly shop in physical stores while using digital tools for support.
Based on these findings, I identified key opportunity moments both before and during the shopping experience such as mobile usage at home and interactions with self-scan systems in store. The goal was to design a simple, digital solution that integrates seamlessly into existing behavior, increases awareness of deals, and enhances the overall user experience without adding complexity. This project combines user research, UX analysis, and concept development to create a more accessible and effective way for customers to discover and engage with Albert Heijn deals.
