Overview
Morrisons was slow to join the other big supermarkets in offering online shopping. As such they found themselves with two destinations for customers: Their main website which held editorial content, recipe inspiration, store information, competitions and more. And a new shopping destination, which was a reskin of Ocado's platform. Because of this customers had two separate entry points into Morrisons.
The main focus for this brief was to connect these two separate user journeys, (online shopping and editorial content browsing), into one cohesive experience. Bringing product and editorial content together in relevant and context specific ways and giving customers a single entry point to Morrisons.
Concept
The key concept for this piece focussed around understanding Morrisons as a whole. They are known for being the produce experts. In-store specialists on their Market Street counters are able to talk to customers about produce, where it comes from, suggest recipes or generally just give some more in depth information, all at the point of purchase. Conversely they are also able to suggest a product based on the customer having a recipe in mind.
Replicating this conversational, context dependant balance of product purchase and product story became the fundamental idea behind the project and built a deeper connection to the Morrisons experience as a whole.
Hero section of landing page with postcode checker, promotional carousel and links to high priority product ranges.
Seasonal monthly recipes and new content highlighted.
Offers on essentials and links to deeper content.
Streamlined homepage for mobile experience.
Priority offers and links out to main sections.
Simplified footer and link to view the full site.
Homepage
The main problem for Morrisons was having a wealth of great content across two platforms and hidden behind multiple layers of navigation. I surfaced the editorial content to the customer to make their experience more akin to being in a Morrisons store; expert knowledge and content sitting alongside produce.
Homepage
Produce story pages
The aim for many editorial pages was to highlight the great 'from field to fork' produce storys that Morrisons has and to include related products and recipes to the story to create a useful and complete customer experience. Mimicking the way in which an in-store conversation with an expert can lead to a purchase.
Note: Given the restrictions with Ocado's platform, the best place to start was adding products to editorial content.
Produce story page
Recipe pages
As with the produce story page, it was important that the recipe page went one step further in unifying the customer experience. The inclusion of a pre-populated shopping list, with 3 tiers of product, enabled us to cater to as many customers as possible and streamline their experience with 'add all' buttons.
Recipe page