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Sainsbury’s Experience Design
Stories from the Experience Design Team at Sainsbury’s

How we’re using customer data to improve product discovery; to help customers dress well and feel good…

Woman in long orange cardigan, floral top and dark blue jeans leaning to open a door while laughing
Woman in long orange cardigan, floral top and dark blue jeans leaning to open a door while laughing

Tu Clothing is growing! Under unprecedented circumstances, COVID-19 has driven a huge surge in online demand, which for Tu.co.uk, has seen sales double in less than a year.

This is a key time for customers to discovery new products and styles …

Tu has welcomed a wealth of new visitors to the brand; while reacting to changing consumer trends, with comfort and loungewear key for customers.
In September 2020, Tu’s Autumn campaign Dress Well, Feel Good, celebrated the art of getting dressed, pushing consumers to consider how fashion can positively impact their mood.

Like many retailers, Tu.co.uk first opted for an ‘all-in-one’ eCommerce platform. However, the platform version is now unsupported and costly. The…


How we improved our first time customers experience

We kicked-off this project in September and we had a really tight deadline, as we wanted to help new customers during Christmas period, so we needed a quick turn-around before the peak time.

The problem

New customers to Sainsbury’s website typically have to build a basket of around 60+ items from scratch. What could we do to reduce this pain-point? We started to look at our data to discover more about our typical first-time customers. The highest percentage of new customer orders come from the ‘Executive Wealth’ Acorn group. These are wealthier families with…


I was originally hired as an individual contributor/senior experience designer when I first joined Sainsbury’s. But about a month after joining the company, several business changes took place and within that short time span I went from being an IC to a manager.

Needless to say, finding myself in a new job managing 4 people that I barely knew plus a product I had to familiarise myself with ASAP was pretty intense. I briefly had a stint managing 2 people in my early 20s, but I could barely call that management. It was more me turning in my swivel chair to the designer beside me, and loudly saying “How’s it going?” and then turning back to my monitor to continue doing my own designs.

Since I’ve now become a manager twice through serendipity, I’ve…


How we improved our online shopping receipts for all our customers

Shopping digitally is a great thing for many it’s the convenience that’s a main factor. But for others is being able to shop more comfortably. Either it’s because the environment in which they shop is more familiar, where they have more control. This could be a calmer spot at home in a comfy armchair, or it might be the fact that they are familiar with our online store, so it’s easier for them.

In either case the customer has more choice on where and how they shop, so it can be done on their terms and done in a way…


Growing up, I never wanted to be a designer. Don’t get me wrong — I love Design. But I can still remember how anxious and confused I felt when I was asked “What do you want to be when you grow up?” as a child. I continued to be perplexed by this question into early adulthood. How could anyone know what they wanted to do with their lives when there are so many things to choose from?

From a young age I loved creating things. I used so much of the craft resources in my primary school that my my…


How we’ve allowed our customers to manage their personal, payment and address details on the go.

Although you could argue that shopping online is easier, there are some aspects of online ordering that attract life admin. The creation and management of account details is just one of those areas, so recently we’ve concentrated on those little admin tasks that an online account can add to our customer’s lives.

Screenshot of the re-designed account screen for the mobile app.
Screenshot of the re-designed account screen for the mobile app.

At the moment, customers are able to manage their online account through the web experience. We’ve recently looked to improve this for customers on-the-go within the app experience. …


See how Sainsbury’s Experience Designers work to make incremental changes that put the customer at the heart and balance business benefit

We’ve used the simplifying our tech stack across the Argos platform as an opportunity to review the current Argos checkout journey. This has allowed us to look at the ‘delivery booking page’ and work out what’s working well or not so well from a range of different perspectives, but making sure that we’re always putting the customer at the heart of any decisions that we’re making.

We started with a discovery activity, which included:

  • Surveys
  • Usability tests
  • Review current site usage analytics

As a result of this work, we’ve validated a number of usability issues, mainly around the fact that…


Meet our team of skilled crafts people, inclusively designing better experience for all

Image of Sabrina Schiavinato standing on a foot bridge leaning into the camera
Image of Sabrina Schiavinato standing on a foot bridge leaning into the camera

Can you tell us a little bit about what you do?

I’ve recently moved from being a Digital Designer for Groceries within the e-commerce team, to be an Experience Designer within the Experience Design team. I’m currently working on the discovery areas of our customer journey, which includes landing on the website, searching for something or browsing through our product categories across all our brands.

My main focus has been working on the Argos and Sainsbury’s homepages, which has been such a thrilling experience; getting to work with different brands at the same time and enjoying the cross-collaboration with colleagues in product and design disciplines, across different parts of the business.

What’s the one thing that you’ve learned from being a designer at Sainsbury’s?


Meet our team of skilled crafts people, inclusively designing better experience for all

Black and white photograph of Sophie Harper, Experience Designer
Black and white photograph of Sophie Harper, Experience Designer

1. Can you tell us a little bit about what you do?

I work as an Experience Designer in ‘Fulfilment’ in the ‘Buy and Checkout’ team and our aim is to improve the experience for the customer from placing an order online, to receiving their delivery to their door. The work includes looking at how colleagues in store pick up online orders and improving the routes our delivery drivers take to allow us to offer more online slots for our customers. This area is still fairly new to the Experience Design Team (XD), which means there is a huge opportunity to improve the experience for our customers and colleagues.

2. How is Sainsbury’s different than you assumed it was going to be?

I was amazed…


A pink sticky note with the words “Run a usability test” written on it.
A pink sticky note with the words “Run a usability test” written on it.

During the months of May and June 2020, my brother Sam and I were lucky enough to have a work placement with the Experience Design Team at Sainsbury’s.

Sainsbury’s Experience Design

Stories from the Experience Design Team at Sainsbury’s

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