As an avid online shopper, I eagerly explored Safeway's website for virtual grocery shopping. However, what initially seemed like a convenient and time-saving experience soon transformed into a major source of frustration. My journey on Safeway's website was plagued by significant issues that undermined my satisfaction and disrupted the overall process.
Safeway, Inc. is a prominent American supermarket chain known for its extensive range of groceries, merchandise, and specialty departments. In response to the increasing demand for healthier options, Safeway has expanded its offering of organic fruits and vegetables under the "O Organics" label.
Business Problem: Inaccurate Coupon Display and Management 
The grocery store website is plagued by multiple issues, including inaccurate coupon display and management, as well as a subpar user interface. In addition to the previously mentioned problems of out-of-stock items not being indicated and clipped coupons not being properly displayed, the website's UI is not optimized for a seamless shopping experience. This further compounds customer frustration and hinders the efficient use of coupons.

User Persona

The User Problem: Frustration and Food Waste Caused by Inaccurate Coupon Display and Management 
Food waste is also greatly affected due to the lack of accurate information about out-of-stock items. Customers may unintentionally select items with coupons, only to discover later that they are unavailable. This leads to wasted food that could have been redirected to other customers or avoided altogether. This creates a poor user experience and erodes customer trust in the accuracy and reliability of the website.
In recent years, Safeway has joined the EPA and US Food Waste Challenge to promote the diversion of food waste to composting, livestock feed, and feeding those in need.

EPA/USDA Food Recovery Hierarchy

Comprehensive Business Solution(s): Accurate Coupon Management and Mitigating Food Waste through Enhanced Website System
To address the challenges of inaccurate coupon display and management while also mitigating food waste, implementing an updated website system is crucial. This system ensures real-time reflection of item availability, consistent display, and application of clipped coupons, and promotes sustainable practices.

When comparing the new Safeway home screen design to the current design, several notable improvements can be observed. The new design offers a more intuitive and user-friendly interface, enhancing the overall user experience.

Key Solution Components:
1. Intuitive Coupon Search Functionality: Integrate a user-friendly search functionality for the coupon section. This allows users to search for specific coupons based on product categories, brands, or keywords, making it easier to find relevant discounts.

From left to right: Initial home screen menu, search output, search scroll output

In the initial design, users face challenges in accessing coupons and specific deals on items. The lack of clarity makes it difficult for users to intuitively find the 'Safeway for U' option without clear instructions or readily available options.

New home screen & menu screen featuring 'Coupons'.

2. Real-Time Inventory Integration: Integrate the website with real-time inventory management for accurate item availability, minimizing food waste from customers selecting out-of-stock items with coupons.

Safeway's current 'Search Offers' screen displays recommended coupons for users based on loyalty program items.

Additionally, this impacts the Subscription sign-up & Renewal Rate and by providing a seamless shopping experience and ensuring customers have access to desired products.
Fresh Pass: 

FreshPass is a subscription-based program that provides exclusive benefits, including discounts on grocery delivery and various perks.

Safeway's current mobile banner ads for Fresh Pass on the home and delivery options screen.

Given the challenges posed by the ineffective user interface, I proactively chose to redesign and reintegrate the subscription program. This strategic decision was aimed at improving the overall design experience and enhancing the effectiveness of the campaign.

Safeway's new delivery subscription campaign as a button icon, and again as a hero image.

From left to right: New home screen, new order screen campaign, and new checkout screen

3. Quality Assurance and Testing: Implement thorough quality assurance and testing procedures to validate the functionality and accuracy of the enhanced website system, minimizing wasted customer efforts through verified clipped coupon display, correct discount application, and accurate item availability information.
Safeway for U:

Safeway for U is a loyalty program that offers personalized deals, digital coupons, rewards, meal plans (where available), and many more perks. Becoming a member of Safeway for U is easy and free!

The design incorporates a user-friendly pop modal to prevent users from being overwhelmed by excessive information or requests.
To ensure a holistic view of the implemented solutions' impact on both UX improvements and the success of the loyalty program, I made the strategic decision to redesign and reintegrate the loyalty program: Safeway for U. This approach allows us to evaluate how the enhanced user experience positively influences the effectiveness of the loyalty program, aligning with our goals of improving customer satisfaction, engagement, and retention.
1. Coupon Redemption Rate: Measures the effectiveness of coupons in driving customer behavior and conversion, positively impacting sales and customer engagement.
2. Loyalty Program Conversion Rate: Measures the percentage of website or app visitors who convert into loyalty program members, indicating the success of acquisition strategies.
3. Campaign Effectiveness: Evaluates loyalty program campaign performance through metrics like click-through rates, conversion rates, and customer engagement, identifying successful campaigns and areas for improvement.
4. Subscription Sign-up & Renewal Rate: Measures the percentage of customers signing up and renewing their delivery subscriptions, crucial for evaluating satisfaction and retention.
The inability to acquire specific data from Safeway for KPI analysis hinders our ability to conduct a comprehensive assessment and fully evaluate the effectiveness of the implemented solutions in these areas.
When specific user data is lacking, heatmaps enable me to analyze users' collective behavior, effectively highlighting areas of high and low interest. This information assists in identifying potential pain points, usability obstacles, and areas that may require design improvements. By utilizing a heatmap, I can visualize user engagement patterns, identify potential usability issues, and optimize design elements based on inferred user preferences.
Style Guide:

the implementation of an enhanced website system with accurate coupon management can effectively address coupon accuracy and food waste mitigation challenges at Safeway. By integrating robust coupon management and optimizing inventory, Safeway can improve customer satisfaction, enhance user experience, and demonstrate a commitment to sustainability. This case study serves as a compelling example of leveraging technology-driven solutions to promote seamless user experiences, reduce waste, and drive positive environmental impact.
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