Overview

Albertsons provides a Premium Delivery (Renamed as In-Home during the redesign) service, which allows the order to be delivered directly inside the customer’s home or requested location by a highly-rated and trained driver.

The current design is a slot-based service, which is restricted to a 2-hour delivery window only. Consequently, this restricts customers' demand to try this service.

My Responsibilities

I led the end-to-end redesign of the In-Home Delivery feature in the Safeway app from the initial problem statement to the final deliverable. Within two rounds of iteration, I turned the original slot-based premium delivery service into an emotionally fulfilling add-on service available to all delivery slots.

Company
Albertsons (Safeway)

Successful Metrics
- Customer Satisfaction (NPS)
- Penetration Rate
- Average Order Value
- Orders Amount

Team
- Fulfillment team (VP, Design Director, PM, Developers, Illustrator, UX Researcher)
- Design System team (Design system alignment)
- Shopper team (VP for approval)
- Accessibility team (ADA-approve)
- Copywriter (Copy-approve)

problem & solution

Final Design breakdown

The journey of exploration

🚩 Challenge 1

How to turn a slot-based service into a global add-on service?

The original In-Home Delivery feature was a slot-based service, requiring customers to select a specific 2-hour delivery window ($9.95) to try the service. However, this limited adoption, as customers couldn’t combine In-Home Delivery with faster or lower-cost delivery options.

To address this, the new design redefined In-Home Delivery as a global add-on service, allowing customers to choose In-Home Delivery with any available delivery slot, regardless of speed or price.

The Choice - Option 2

We picked option 2 for further exploration because: 

1. Less cognitive load: Users are not overwhelmed by too much information at once and can focus on the slot information first.

2. Simplify UI: Display the In-Home option only after customers select the slot they want.

3. Increase efficiency and learnability:  Focus on main task (Decide on slot type) without being confused by advanced settings

🚩 Challenge 2

How to communicate the value of In-Home service through visuals, branding and usability?

Customer and internal feedback revealed that the existing design didn’t clearly convey the value of the In-Home service. Although customers were asked to pay an additional $4, many felt they weren’t receiving enough perceived benefit in return.

To address this, I designed a dedicated introduction page highlighting the core value proposition of In-Home Delivery. I also enhanced visual and interactive feedback throughout the experience to make trying the service more reassuring, engaging, and delightful.

Design Principle&Strategy through collaboration with AI

After defining the design goal, I leveraged AI tools to co-create a set of guiding principles and strategies. Through iterative brainstorming with AI, I developed seven design strategies, each paired with practical examples to inform and refine subsequent design iterations.

Iteration 1

Add a premium touch with platinum card-filling interaction. Turn a plain add-on service into an emotional accompany premium service journey.

Iteration 2

Simplify the features and adjust the color.

Iteration 3

Tie the color back to the Albertsons branding system.

The Color Exploration

I tried 3 different tones (Dark, Light, Primary) with 6 different Albertsons banner colors (Golden Gate Red, Sutro Blue, Fort Point Brown, Redwood Orange, Presidio Green, and Baker Grey), and chose primary as the main color.