NutriCentre Case Study
Best in class eCommerce and marketing for Tesco’s health and wellness business
Magento eCommerce
The Story
NutriCentre was Tesco’s health and wellness business consisting of 12 high street retail stores and 11 concessions within Tesco’s larger retail stores. Our brief was to re-boot their online retail operation, strategize and then deliver market differentiation and competitiveness. Ultimately the objective was to develop a best in class and high performing eCommerce destination setting the bar for customer experience in health and wellness.
The Story
NutriCentre was Tesco’s health and wellness business consisting of 12 high street retail stores and 11 concessions within Tesco’s larger retail stores. Our brief was to re-boot their online retail operation, strategize and then deliver market differentiation and competitiveness. Ultimately the objective was to develop a best in class and high performing eCommerce destination setting the bar for customer experience in health and wellness.
Wire-framing the user journey
The Work
Leveraging our proven methodology, we were able to hit the ground running, driving iterative improvements at pace to relaunch the entire online operation in 5 months in advance of the busy Christmas trading period.
Understand
We began by conducting a high-level overview of the organisation’s operational capacity and capability to drive digital success. We worked closely with the business’s leadership and via a series of stakeholder interviews “took the pulse” of the organisation, competitive landscape and sized the opportunity. Leveraging the insights we gained we quickly formed and agreed a strawman strategy underpinned by a robust business case and financial model.
Inspire
Seeking quick wins we mobilised our team to inspire momentum and excitement and notched up conversions 15% in the first week. We co-created a digital shared vision and aspiration geared for success, involving and inspiring the team to achieve a best in class eCommerce ambition.
Analysis & Design
To inform design we established a range of lead customer insights based on qualitative research and data points We then leveraged these insights to re-design the customer journey from the ground up. Personas, user stories, engagement mapping and more helped us shape a plan for iteratively and quickly evolving the existing live website to reposition it as a customer first champion for health and wellness.
Development
We were targeted with evolving the live online platform geared for growth and excellent customer service. Working in fortnightly sprint and release cycles we prioritized quick wins, moved to feature and function additions and incrementally rebuilt and relaunched the service in 5 months in time for Xmas trading.
Quality Assurance
Our dedicated testing teams were busy. To meet such an ambitious timeline and target we had over 40 roles all coordinating and collaborating for project success. To streamline QA we developed a series of automated test and deploy scripts built on top of our bespoke infrastructure systems. We worked closely with the client to stage entire day long test and deploy working sessions, building on the “war room” concept introduced in inspire and continued to accelerate momentum and expedite delivery.
Deployment
We were typically deploying ~12 feature and functionality improvements every fortnight. Further, in parallel, we integrated, tested and deployed outsourced logistics, marketing automations, CRM, SEO and a B2B portal whilst instilling various agile and working methodologies to enable our roadmap.
EVALUATION
We developed a series of bespoke real time reporting frameworks and dashboards to provide the business’s leadership with progress updates and critical visibility of KPIs. In parallel we built a series of customer feedback mechanics and a series of automations to ensure we were able to efficiently achieve our plans and vision.
Visual Design
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Color palette
Font we used
Icons we used
Achieving Minor Changes
We carefully reviewed and prioritised during our sprint planning, retrospectives and as part of our daily scrums the quick wins and minor changes that would present the greatest customer gain for minimum effort. Further, we assessed each deployment’s efficacy by inviting user feedback, measuring analytics, and updating progress against our KPIs. We then carried through lessons learnt from each of these minor changes to inform the re-prioritisation of the next batch of changes and improvements.
Delivering Significant New Feature Additions
We were also busy working to differentiate the proposition we began to build out the ability to access advice from our nutritionists by condition. Our test cases in response to user stories hypothesised that we could deliver advice as content led helpers, online chat and by referencing authoritative medical research.
In a week we built a fast code prototype which we deployed offsite to trial with a subset of our users. This feature tested superbly and we later rolled it out sitewide.
Testimonial
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