AH Compact
Apr 2021 - Aug 2022
Albert Heijn
User interview, UI/UX design, Figma
In 2020, home delivery was disrupted by new competitors. This pushed Albert Heijn to invest in its delivery service with a new proposition: AH Compact. This free service aimed to deliver a selection of people's favorite products. In 2 years, the service rapidly grew and drew attention.
Context
Key results
increased revenu
After 2 years, between the MVP and the final version.
extra active users
In the last year, we multiplied our user base by 2.
increased conversion
through user research and various AB tests.
Successful launches
We expanded our service from 3 to 16 cities.
UX Ambition
Research & Analytics
User research, user interviews, App stores screening and analytics study was an integral part of the process.
Usability tests feedback
- Users first look at discounts before to browse through the rest of the assortment.
- Campaigns/Banners are overlooked. Users are generally not interested in our content
- Some users are willing to try new products, but the app doesn't highlight any.
- Both the conversion and the amount of users are stagnating.
Improvements
- Hightlight the discounts of the week with larger banners, more engaging
- Together with the content team, we've adapted the visuals to make them more appealing (MVP)
- A 'new product' section has been added to the assortiment page. Conversion increased
- Introduced the 'Invite a friend' feature, including a special discount
From sketches to prototypes
Transition 2020-2022
The App transitioned from a large to a small palette of color to align with the main brand and support the "simple to use" feeling. Our team also implemented some large features such as 'Invite a friend', a 'Free Product' campaign, new search and filters mechanism, and finally a new homepage to support the App vision.
Key features
Through continuous research, analytics, and AB testings, we developed and improved the following functionalities.
- Invite a friend to attract new customers
- Free product to reward our fans
- New dynamic & welcoming home
- In-app messages to increase engagement
- Improvement of search & filters
- Optimization of the product taxonomy
Styleguide
Impact
- Increased revenue in 2 years
- Increased conversion
- Successful expansion in other cities
- 5 major features launched and tracked
Learnings
- Use of analytics and A/B testing
- Taking full ownership of an App design
- Manage a roadmap of features
- Advocate decisions to stakeholders