Tesco Webpage
Improving User Journey
Tesco initiated focused experience improvement project to raise customer satisfaction scores for primary event campaigns across Tesco.com, Grocery, and Direct websites. The work covered a review of previous results, end‑to‑end journey mapping, and pinpointing where journeys break down. It needed assessment for how new responsive templates supported the campaign and used usability testing and A/B experiments to validate changes. The outcome was set of practical recommendations and prototypes that streamlined paths across Tesco.com, Grocery, and Direct websites, improving consistency and performance
Client:
Tesco
Role:
Lead UX in Trading and Proposition
Year:
2016 to 2017
Challenge
Senior UX Designer in Trade and Propositions squad working on Tesco's primary events campaigns across Direct, Grocery and Tesco.com websites. Challenge included looking at how new responsive templates were supporting these events and involved running usability sessions and AB testing to improve event performance across Tesco online sites. Tesco needed to improve the Customer Experience scores for the primary events and understand where users were struggling. The existing journey had gaps that caused confusion and reduced conversion. The team needed clear evidence of what was failing and a structured plan to improve the customer flow for this event and for the six other major trading events that followed the same patterns.
Objective
Review the previous year’s performance, identify pain points, and refine the event journey to support a more predictable and enjoyable customer experience. Evaluate the suitability of existing templates, create improved layouts, and design testable recommendations. Build customer journeys, low fidelity wireframes, and Axure prototypes that demonstrated how the event experience could be made simpler and more effective.
Results
Led end-to-end evaluation of Tesco's primary events webpage customer experience, creating foundations for more consistent, scalable and insight-driven approach to seasonal events having:
Delivered complete review of previous year’s primary events performance and identified critical journey issues
Developed optimised templates and clear customer journeys that highlighted where users struggled most
Created wireframes, annotated documents and prototypes that helped the business understand required improvements
Conducted user testing that validated recommendations and supported more consistent and scalable approach for future Tesco event experiences