Loblaw Digital – Engage Domain
The Engage domain owns the end-to-end eCommerce customer experience, from the moment a customer opens the website or app to the point where they navigate to the cart.
Our team is responsible for key customer touchpoints including homepages, search results, product detail pages, and the overall product discovery experience. My work focused on improving product discovery, engagement, and scalability across Loblaw’s digital ecosystem.
Role
Product Designer
Tools
Figma
Miro
Platforms
iOS
Android
Web
Team
Product Designers
Developers
Project Managers
Technical Program Managers
Focus Areas 📌
Faster Product Discovery
Customers come to the platform with a goal in mind, and our focus was to help them find relevant products as quickly and intuitively as possible.
This meant improving search with AI integration, product listing pages, navigation, and homepage experiences so users could move from landing to product discovery with minimal friction.
Discovering Value with Confidence
A key part of the shopping experience is helping customers easily identify promotions, deals, and product value.
I focused on UGC, ratings and reviews so customers could make confident purchase decisions.
More Engaging Shopping Experiences
I explored more engaging and inspirational ways to shop through richer content such as user generated content, editorial style banners, gallery browsing, and more visual experiences across the platform
Scalable Foundations
I contributed to the evolution of the design system and scalable components to support multiple teams, brands, and platforms.
This work helped improve consistency, accessibility, and speed of delivery across products.
Let's dive in!
01
Scaling Product Discovery Across the Loblaw Ecosystem
Homepage discovery | Conversational AI assistant
The Challenge 😳
The homepage and browse experiences needed to serve both high-level business priorities and individual customer needs, but existing patterns did not always surface the most relevant products at the right time.
Additionally, traditional search works well for customers who know exactly what they want, but many customers are still exploring, comparing, or deciding. This created an opportunity to design a more guided discovery experience that supports customers who need help finding, choosing, and taking action.
Approach 👩🏻🔬
To improve product discovery, I worked with cross-functional teams to rethink how content is structured and surfaced across web and app, making browsing more dynamic, personalized, and easier to scan.
At the same time, I supported the conversational AI shopping assistant experience, helping design an interface that guides discovery, answers questions, and helps customers take action. This work contributes to Loblaw’s long-term vision of building Canada’s most trusted AI shopping assistant.
Solution 💡
Discovery & Engagement
I contributed to the design and implementation of new homepage and browsing patterns, creating Bento Cards and Gallery Scrollers. These components introduced more flexible, modular layouts that allowed for better content prioritization, improved visual hierarchy, and more engaging browsing experiences.
Conversational AI Assistant
In parallel I also supported with the UI treatment of our conversational interface that allows customers to interact with an AI assistant to:
-
Ask product-related questions
-
Get product recommendations
-
Discover products faster
-
Navigate to relevant products or categories
-
Take action directly from the conversation
The UI was designed to feel integrated into the shopping experience rather than a separate tool, making it easier for customers to use it naturally while browsing or searching.
Outcomes 🚀
Bento Cards
-
514 visits to Personalized PLPs through Bento Cards (+62% week over week)
-
81 orders driven from Bento Card traffic (+81% week over week)
-
17% conversion rate on Personalized PLPs from Bento Cards (compared to site average of 0.77%)
-
$216 average order value, which is +$44 higher than the site’s average PLP order value
-
Bento Cards significantly outperformed homepage carousels, with 17% conversion vs 1% for carousels (site average: 1.6%)
Gallery Scrollers
-
Enabled a more modular and dynamic layout, allowing teams to feature both high-priority campaigns and personalized content within the same surface
-
Increased content visibility and engagement by presenting products and collections in a more scannable, visually-rich format
-
Improved the ability to adapt content based on user context, supporting more relevant and timely experiences
-
Created a more editorial and immersive browsing experience, encouraging users to explore beyond their initial intent
-
Established a scalable pattern for future homepage experimentation and personalization strategies
-
Still waiting on Metrics since it was recently launched
Conversational AI Chat - In Development..
02
Improvement and evolution of Loblaws Design System
Improvement of Design Systems | JF App Enhancements
The Challenge 😳
The existing design system components were primarily built for grocery experiences and did not translate well to a fashion-focused product like Joe Fresh. This created a mismatch in visual language, limiting the app’s ability to feel modern, inspirational, and aligned with the brand.
Approach 👩🏻🔬
I worked within the design system to identify gaps and opportunities to better support a apparel first experience. This included auditing existing components, collaborating with cross functional teams, and exploring how patterns could evolve to support more visual, editorial-style content.
Solution 💡
I enhanced and adapted key components within the design system to better fit the needs of the Joe Fresh app. This included introducing more flexible layouts, improving visual hierarchy, and supporting richer imagery and content. These updates helped establish a more modern and brand-aligned design language while maintaining system consistency.
Outcomes 🚀
The Joe Fresh app enhancements are part of an ongoing effort to evolve the design system to better support a fashion-focused experience while maintaining consistency across the Loblaw ecosystem. While this work is still in progress and performance metrics are not yet available, it is expected to drive both user experience and operational impact:
-
Create a more modern and visually engaging experience aligned with the Joe Fresh brand
-
Improve product discovery through more visual and editorial layouts
-
Establish scalable, reusable components for future Joe Fresh features and campaigns
-
Build a strong foundation for future growth of the Joe Fresh digital experience
03
Building Trust & Confidence
UCG | Ratings & Reviews
The Challenge 😳
Customers shopping online cannot physically see, touch, or try products, which makes it harder to evaluate quality, fit, and overall value. This is especially important in categories like beauty, health, and apparel, where customers rely heavily on feedback from other shoppers before making a decision.
This created an opportunity to build more trust and confidence in the digital shopping experience by making customer feedback and real customer content more visible, accessible, and integrated into the shopping journey.
Approach 👩🏻🔬
I worked on integrating User Generated Content as well as Ratings & Reviews across key parts of the shopping experience, including product listing pages, product detail pages, and homepage modules. The goal was to ensure customers could quickly access social proof and real customer feedback while browsing and evaluating products.
This work involved collaborating with product, engineering, and business teams to define how and where this content should appear to support decision-making without overwhelming the shopping experience.
Solution 💡
User Generated Content
We introduced and expanded UGC modules that showcase real customer photos and content. This helped customers better visualize products in real-life contexts and created a more authentic and engaging shopping experience.
Together, these features added social proof throughout the shopping journey, helping customers feel more confident in their purchase decisions.
Ratings & Reviews
We improved how ratings and reviews appear across the experience to make them more visible and easier to scan. This helped customers quickly evaluate products and make informed decisions without needing to search for reviews.
Outcomes 🚀
The introduction and expansion of Ratings & Reviews and UGC contributed to stronger engagement and purchase confidence across the platform.
Impact included:
-
Increased product engagement
-
Higher interaction with reviews and customer content
-
Improved conversion on products with visible ratings and UGC
-
Helped customers make faster and more confident purchase decisions
-
24,238 reviews have been collected since launch.
-
181M UGC visitors (customer who at least viewed UGC content)
-
2.0% conversion rate for customers who purchase after viewing reviews (2.8% is average conversion rate for sites that use PR UGC)
What I Learned ✨
Working across multiple projects and platforms taught me how to design not just for individual features, but for systems and end-to-end experiences. I learned how to balance business goals, user needs, and technical constraints while working within a large and complex ecosystem with multiple brands and stakeholders.
I also gained experience designing for:
-
Scalable design systems
-
Personalization and product discovery
-
Trust and decision-making features
-
AI and conversational interfaces
-
Cross-platform experiences (web, iOS, Android)
-
Collaboration with product, engineering, data, and business teams
This experience strengthened my ability to think in systems, design for scale, and measure success through both user experience and business impact.
Looking Ahead 🪄
As Loblaw continues to evolve its digital experiences, many of these initiatives are still growing and being optimized, particularly in areas like personalization, AI-assisted shopping, and design system scalability. I’m excited to continue improving how customers discover, decide, and shop across the Loblaw ecosystem, while contributing to more intelligent, personalized, and seamless shopping experiences.
This work reflects my focus as a product designer. Creating scalable, user-centered solutions that improve discovery, build trust, and drive measurable business impact.