Giant Tiger
Giant Tiger is the go-to destination where Canadians can shop smart and save smart with everything they want and need at a price they can feel good about.
Project Summary
Working as part of the dedicated UX team, my role involved close collaboration with team members, including the UX Lead and Senior UX Designer, to address various UX aspects throughout the project. This collaboration extended to presenting findings and recommendations to the client. My work Included:
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Psychographic personas
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Information architecture
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Wireframes and prototyping
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Annotations
Challenge
Create a seamless experience that supports self-service options and store pickup, while preserving GT brand and increasing value propositions to new and existing customers.
Solution
The final design needed to be functional & and maintainable. Key features and callouts include:
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Core Categories: A flexible navigation system that drives traffic to featured subcategories/collections.
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Cohesive Experience: Consistent design and repetition for familiarity and user confidence, following the visual style guide that reflects the Giant Tiger brand.
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Custom L1 Landing Pages: Eye-catching visuals and creative storytelling to build trust and engage customers when exploring the brand or products.
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Micro Animations: Interactive elements that guide user interaction.
Discovery & Research
To gain a deeper understanding of the client's business and target audience, we began the project by immersing ourselves in their internal documentation and conducting interviews with customer support teams and customers in their physical stores. This research was crucial for informing our approach to the rebrand, as the client aimed to expand their reach to new demographics.
Our interviews provided valuable insights into how Giant Tiger met or missed customers' needs. We applied these learnings to create new personas with a psychographic approach and conducted customer journey mapping with the GT leadership team, ensuring that our understanding of the target audience was aligned with their goals.
Personas and UX mapping workshop
The Design Strategy, a strategic document outlining the digital design approach, design principles, and additional features, was the final output of our work. It aligned with their overall business strategy and understanding of users, providing a clear roadmap for future digital initiatives.
Design Strategy Principles as part of the Strategy Deck
Wireframing & Solutioning
The wireframing team comprised the UX Lead and two UX Designers, including myself. To optimize efficiency, we strategically divided the templates among us designers, focusing on overlapping functionalities as a central driver. My specific responsibilities included designing the IA, Mega Navigation (Panel was chosen), Search Functionality, Account and Store Locator Flows, PLPs, Community, and all Static Pages for both Desktop and Mobile.
Collaboration was a key element of our process. Regular reviews, feedback sessions, and discussions with the UX Lead and the other designer were conducted to gather insights, receive critique, seek advice, and collectively find solutions before presenting to the client.
Wireframe examples of Home, Landing and Listing Pages
GT Department Structure
Information Architecture, Version A
Information Architecture, Version B /
Live example with Hero Categories
To address the Buy Online, Pickup in Store (BOPIS) functionality, we conducted user and customer support interviews. We discovered that users were skeptical and lacked trust in the feature. To ensure a seamless experience, we mapped out user flows for various geo-location approaches, considering potential challenges and risks.
To avoid the complexity of mixed carts, the client decided to require users to select a store at the beginning of the experience. We used presumptive geo-location to determine their nearest store without asking for their location, which users had found intrusive.
BOPIS Flow charts
Desktop Wireframes Examples
Mobile Wireframes Examples
Post-wireframing, the UX team served as a resource for the visual design team, offering feedback and ensuring alignment with the project's guiding principles.
Final Design Desktop Category Landing and Listing Pages
Final Design Desktop Home Page and Listing Page
Final Design Mobile Home Page