Design of the e-commerce for supermarkets Colsubsidio
UX/UI Designer
Overview
Description
Colsubsidio is one of the biggest Family Compensation Funds in Colombia, with more than 1.3 million affiliates. One of their long history business is the supermarket: Supermercados Colsubsidio. Their value proposition is offering an organoleptic face-to-face experience and an excellent service.
At the beginning of the pandemic, they found it necessary to create an E-commerce website to reach audiences who prefer online shopping. Due to contingency, the face-to-face sales were declining, so I had the challenge of designing the whole experience in 3 weeks.
Following the design process, I worked with the developers, doing the QA procedures to ensure matching of development versus experience.
When the site was launched, I worked with the Product Owner, identifying improvements for the website and designing new functionalities the business needed.
Role
Senior UX Designer
Project parameters
3 months length - Individual project
Desk Research
The time was short, so first, I did a focus group with the key business stakeholders to understand the value proposition of the supermarket, their needs, objectives, and expectations.
Second, I started looking at trends in national and international E-commerces: Walmart, Target, Woolworths, Jumbo, and Exito.
Colsubsidio's users wanted to have a digital experience similar to the face-to-face experience. Pictures in high resolutions, good product descriptions, and clear information were important to satisfy that need. Additionally, I found the floating cart a key element to take the physical experience to the digital one. It allows the user to know how much have they added, how much it will cost and how it will be delivered.
Colombians love discounts. They need visible discounts and a section in which they could see all the discounted products.
I also found that Colsubsidio's users have a low digital adoption. It was required to have digital adoption modules that explain how to buy on the website and the advantages of buying online. The low digital adoption also made it necessary to have a link bar that would direct to the most important categories.
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User flow
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Mockups
Home page
Product detail, department, category, store locator, checkout
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The main learning from this project was the importance of designing the product in conjunction with its integration with the commercial operation. That is because the general experience will be evaluated by the delivery of the order. If the digital experience was positive, but the delivery time takes longer than expected or does not have coverage in certain neighborhoods, it represents a great pain for the user.
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E-commerce sites should not allow the user to start their purchase process without choosing the type and delivery address. If there is no coverage or product stock, and the user finds out about this after finishing the purchase process, it represents a bad experience.
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All of the products must have high definition product pictures and a good description. This is because the user needs to have all of the information required to make a decision. When a product does not have a good description and updated pictures, it leads people to mistrust the site.