Below is a showcase of my work on bespoke Asda web pages, highlighting Experiential Hubs, which are event-focused and encourage supplier brand buy-in, and Branded Zones, which are brand-led. These projects involved close collaboration with suppliers, where I acted as a designer on their behalf, worked alongside supplier design teams, or provided design consulting.
Experiential Hubs
The Challenge
The project aimed to complement in-store events, such as POS displays and free samples, by creating a distinct online experience. Instead of replicating in-store activities, the goal was to develop an independent Experiential Hub that enhanced customer engagement.
I was responsible for shaping the vision for this online product, focusing on promoting participating suppliers and an instant-win competition. The page had to align with Asda's events while offering a standalone experience.
Key challenges involved meeting the Sales Team's need for higher customer engagement and measurable ROI, while ensuring Senior Management's expectations for brand consistency and scalability were achieved across multiple campaigns.
Process/Approach
I identified the need for an engaging web page that required minimal supplier involvement, with suppliers only nominating products and providing logos or optional banners.
I developed the first Experiential Hub by sketching wireframes, creating prototypes, and refining the user experience to ensure intuitive navigation and functionality. Incorporating best design practices, I delivered an interactive platform that connected suppliers with Asda customers. Additionally, I led the development of instant-win competitions on the Asda Groceries site, integrating an interactive iFrame for a smooth, engaging experience.
Results
The King’s Coronation page was a notable success, featuring participating brands and their Coronation product ranges. An interactive “Find the Winning Window” competition allowed ASDA's online shoppers to win prizes by selecting a branded bus window, leading to overwhelmingly positive feedback. This project, designed to complement in-store promotions, demonstrated that the Experiential Hub template could redefine future product offerings for suppliers.
The success of the Experiential Hubs turned them into a standalone product, aligned with major Asda events like Summer and Easter, but now a key platform for suppliers to elevate their brands.
The hubs generated impressive results, with over 1.1 million competition entries in the Lunar New Year campaign (a 25% increase from the Big Night In campaign) and 57,000 entries for Christmas. Engagement soared, with nearly 1 million clicks from the Rewards App and strong boosts from email and social media.
Supplier Feedback
“Just wanted to say that I (and the team) really love this Lunar New Year activation that is live and we are really pleased to be apart of it! So excited to see how this performs and to be able to feed back to the team, we have never taken part in an activation like this online before, so this is a first for us! It looks amazing & we would be eager to take part in future activations like this!”
- Account Manager at Mars
Branded Zones (Bespoke Web Pages)
Asda offers two tiers of bespoke web pages to suppliers: Simple and Complex Branded Zones. Simple Branded Zones consist of a single page with a top module, while Complex Branded Zones feature multiple pages and offer full customisation for a more tailored brand experience.
Bespoke Design
When suppliers have limited design resources, I create bespoke designs and webpages for them. I collaborate closely with each supplier to understand their brand identity, goals, and target audience.
Here is a selection of custom Branded Zone designs I created on behalf of suppliers and Asda category teams.
Coke Perfect Pairings Branded Zone Design and Build
The Cheese Shop Branded Zone Design and Build
Let's Graze Branded Zone Design and Build
The Pie Shop 2021 Branded Zone Design and Build
Cow & Gate Branded Zone Design (based on supplier assets) and Build
The Pie Shop 2020 Branded Zone Design and Build
Design Consultancy
In addition to designing webpages, I have acted as a consultant for leading brands, guiding the development of templates and collaborating with diverse design teams. This role has involved creating wireframes for suppliers and providing customisable templates. My focus has been to assist in developing branded zones with suppliers that align with their goals while effectively engaging customers.
Supplier Feedback
“Highly recommend Nick. We worked together to develop and push the boundaries of what was possible in our Cadbury brand zone, Nick was creative, adaptive, agile and knowledgable of what could be possible which allowed us to deliver and exceptional brand page, industry leading.”
- Caroline Buchanan
E-commerce Customer Development Manager at Mondelez (Cadbury)
