Overview

In May 2022, Albertsons launched Flash 1.0 experience, which allows customers to get grocery delivery and pickup in less than 30 mins. While Flash 1.0 created $54.92K sales for Albertsons, the data metric shows customers still don’t have enough awareness about the Flash feature. 

In order to welcome more customers to enjoy the great value of ultrafast online grocery shopping experience, we launched Flash 2.0 experience with well-curated Flash Landing Page and Flash Live Activity.

My Responsibilities

I led the end-to-end product design from the initial strategy&concept brainstorming, through cross-functional team collaboration and negotiation, as well as user experience and interface crafting, to the final handoff, development and QA.

Company
Albertsons (Safeway)

Role
Lead Product Designer (Product Strategy, Ideation, Wireframing, Interface Design, Prototyping)

Team
Fulfillment team (VP, Design Director, PMs, Developers, Illustrator, UX Researcher)
Digital Merchandising team (Content production)
Shopper team (Customer experience alignment)
Development team (Development details)
Design System team (Design system alignment)
Accessibility team (ADA-approve)
Copywriter (Copy-approve)


Launch Status
Oct 2024 till now

 

Flash 1.0 experience overview

Albertsons launched Project Flash 1.0 in April 2022, which offers ultrafast grocery delivery in 30-50 mins (originally 2-hr). We have fulfilled ~125k orders and served 56k customers across 1084 stores with the total GMV of ~$8.7 MM since the launch. Flash orders contributing 14% of all delivery orders from eligible households. (Data by Dec 2022)

 

Key Findings in Flash 1.0

Flash 1.0 served as a pilot project and proved the huge customer needs and business profit for ultrafast for Albertsons. From a consultancy report from McKinsey, we discovered two key findings to further develop Flash 2.0:

① Flash offering is only showed as Flash slot at checkout and shoppers' urgent needs intent wasn’t captured in the beginning.
② Flash is a standalone offering & not integrated with broader ACI programs as an enabler.

 

How we evolve Flash 1.0 experience to the branding new Flash 2.0 experience

According to the two key findings, I set up the goal for Flash 2.0:

① Urgent intent-based customer journeys need to start from the homepage. Enhance Flash awareness and discoverability at different customer touchpoints 

② Curate the shopping experience to integrate Flash into other ACI programs

 

Flash 2.0 vs 1.0

Compared to Flash 1.0, the Flash 2.0 aims to be more visible and discoverable to the customer. Besides, it also provides the ultrafast pickup option and limit the speed in less than 30 mins.

 

Ideation&Process

Exploration for Flash upsell

In order to raise the awareness, I explored several different directions including:

  1. Introducing Flash as one of the main entrance in hero navigation in the home page and upselling the fast slot with the Flash icon.

  2. Seasonal marketing banner at the home page to upsell the concept,

  3. One-time popup sheet at fulfillment selection page to upsell new Flash service.

  4. Flash introduction banner sticked to the home page to upsell new Flash service.

 

Content strategy for Flash Shop page

I worked closely with Digital Merchandising team to determine the content strategy for the Flah Shop page and what assortments and categories we want to show in the Flash Shop page.

 

Flash Shop page header exploration

In order to find the best way to represent the Flash branding and , I also explored multiple visual options for the header of Flash Shop page to introduce the Flash feature and branding.

 

Final Visuals & Core Concepts

The final Flash feature design includes the Flash entry in the Hero Navigation at home page and a Flash Shop page.

The Flash entry helps customer easily find the entry to shop for their urgent needs. The Flash Shop serves as a wholistic page customized for customer’s urgent shopping needs. Customer could see the dynamic promise timer to know how soon they can get the grocery. The anchor tabs helps the customer quickly navigates to the category they want to review or buy. And Flash Shop page automatically help customer to secure the Flash slot when they go to checkout.

 

Data Metrics

After the launch of Flash 2.0, it received a huge success. It quickly became a notable service in the Safeway app. It became the third biggest entry point in the Hero Navigation at the home page. Also, the Flash Shop contributes 35% Flash orders among the total grocery orders, and 15.3% of the customer who entered Flash Shop Page placed a Flash order in the end.