Overview
Morrisons was late to offer online shopping, ending up with two separate websites: one for editorial content (like recipes and store info) and another for shopping, which was based on Ocado's platform. This created a split experience for customers.
The goal was to bring these two journeys—shopping and content browsing—together into one seamless experience. This meant combining products and content in meaningful ways, and giving customers a single place to access everything Morrisons offers.
Concept
The idea focused on what makes Morrisons unique: their expertise in fresh produce. In-store specialists on Market Street help customers with advice, product suggestions, and recipe ideas at the point of purchase.
The project aimed to recreate this helpful, conversational experience by connecting product discovery with produce storytelling, just like in-store. This helped strengthen the overall Morrisons brand experience.
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
Morrisons' key issue was valuable content split across two platforms and buried in complex navigation. I brought this content to the forefront, creating a store-like experience where expert advice sits alongside products.
Homepage
Produce story pages
The goal for many editorial pages was to showcase Morrisons' 'field to fork' stories while linking related products and recipes—mirroring how in-store expert advice can guide purchases
Note: Given the restrictions with Ocado's platform, the best place to start was adding products to editorial content.
Produce story page
Recipe pages
To further unify the experience, the recipe page featured a pre-populated shopping list with three product tiers and 'add all' buttons—making it easier for all customers to shop.
Recipe page