MWG:
PROVIDER OF ECOMMERCE AND MEDIA SOLUTIONS TO IRISH & US GROCERY RETAILERS
Company name: MWG. The company, based in the US and Dublin, existed between 1999-2018. In November 2018 it was acquired by the large ecommerce provider, MI9 Retail.
Services we provided: Product design, UX research, project management, development, testing, training, R&D, advertising and media solutions.
OVERVIEW
ROLES
My role in MWG Dublin: Lead product designer.
What I did:
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I led the MWG design team in the 10 month project to create the online gift card service for North American retailer, Giant Eagle. (You can read about this in more detail here: GIANT EAGLE'S AIM TO INCREASE GIFT CARD SALES ONLINE, AND HOW WE HELPED THEM TO SUCCEED)
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I also worked closely with UX researchers in our Vermont office researching our North American users, their purchasing behaviours, and defining our key user demographics for this market.
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Below is a selection of my research projects conducted for MWG between 2017 and our acquisition by Mi9 Retail Solutions in November 2018. I currently work in Mi9 Retail as senior R&D product designer.
DEFINING OUR ARCHETYPES
I worked closely with an MWG Vermont UX researcher to create these key customer archetypes. Our aim was that these archetypes could be used throughout the MWG ecommerce and media channels to improve customer empathy and to help focus our product development priorities.
We then used our customer archetypes to plot a heat map of our customers' main interests over 9 areas of consideration: Convenience, value, quality, quantity, circulars, product ethics, brand loyalty, routine, and product range.
We then broke out each archetype into a separate chart showing heat maps of their main interests over these 9 areas of consideration.
USER JOURNEYS
Ecommerce user journeys, whatever the product or service being sold, tend to follow generally similar lines. Therefore based on our research feedback we created an average customer satisfaction journey across the main ecommerce areas of our sites. This allowed us to effectively communicate to the wider business where our key customer pain points lay, and which areas were most in need of improvement.
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INDUSTRY ANALYSIS
I worked closely with an MWG UX researcher gathering data and then I created these infographics. We wanted to gather information that showed industry trends and where we, MWG, were in alignment with key industry players (Amazon Fresh, Kroger, Instacart, Walmart Grocery), and where we needed to look at re-aligning our product focus. Illustrating our findings in this manner, per key interaction screen, allowed us to communicate our findings and recommendations to the wider business.
Our research on ecommerce homepage features
Our research on ecommerce search features
Our research on ecommerce product browsing features
Our research on ecommerce product details features
Our research on ecommerce shopping cart features
Our research on ecommerce checkout features
CONCLUSION
This archetype, customer satisfaction, and competitor research was used throughout the wider MWG business to further our understanding of our customers and their requirements, and also to facilitate gap analysis of MWGs current products. The research we undertook was used as a key instrument in furthering the argument for why we should create a new best in class R&D enterprise solution for ecommerce retailers (You can read more about this here: Mi9 RETAIL - HOW WE'RE CREATING THE NEXT GENERATION OF ENTERPRISE ECOMMERCE SOLUTIONS FOR MULTINATIONAL RETAILERS)
And finally...this was a wall mural I created for the canteen areas of the 4 MWG offices: Dublin, Vermont, New York, and Boston.