Appie is a personal digital shopping service that helps customers remember, choose, and acquire their daily groceries at Albert Heijn, the largest grocery chain in the Netherlands (“Appie” is the affectionate nickname  the Dutch have used to refer to the store for decades).

Our business goal back then was to grow Ahold's online sales and build the multi channel shopping experience.

Our user-goal was to create a web app to be better than pen and paper, which inherently challenged the traditional website paradigm in which shoppers browse products and place them into a virtual shopping cart.

Dealing with the puzzle of multiple obtainment methods vs, user intent, and the logistical operations of the client.

While we were pioneering online grocery shopping, we also worked on the first grocery Pick-up points in the Netherlands, and worked on end-user and co-workers interfaces.

• ‍Retail and e-commerce insights:
  • Gained a deep understanding of consumer behavior, cross-platform experience design, and conversion optimization.
• Collaborative consulting:
• Developed skills in working client-side, coordinating with multiple consultants and design firms.

This role allowed me to apply UX principles in an evolving retail environment, balancing logistical complexities with a seamless customer experience.