Grocery e-commerce, unlike typical ship-to-door solutions, remains a dynamic and evolving challenge. As Director of Product Design at Mercatus, I led a redesign of our white-label SaaS platform, which served dozens of clients through customizable, themeable web and mobile front ends. Maintaining a clear and consistent design language, while still enabling retailers to customize features to reflect their brand, was essential to achieving a user-centric experience.
While we consider ourselves experts, our team made sure that every change we made was grounded based on customer behaviour and validated against industry best practices. We relied on a variety of data sources—Hotjar, Google Analytics, user testing, reviews, surveys, and broader market trends—to guide our decisions.
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The Baymard Institute was requisitioned at major milestones to perform UXÂ audits, to ensure alignment with proven UX standards. Their resource of guidelines(available to paying customers) served as a key reference throughout the project and were included in our hand-off documentation to help teams across the organization understand the rationale behind each decision and communicate changes effectively (Product Marketing loved this!).
With each iterative release, our team closely monitored user behavior and conducted staged user testing sessions. In collaboration with the Product team, we reviewed every piece of user feedback and quickly addressed any issues that surfaced.
Here are some of the key objectives we achieved: