The Challenge
In my role at Asda, I developed a comprehensive bespoke built guidelines website for suppliers, offering step-by-step instructions for creating banners and media on our advertising platform, Criteo. To ensure clarity, I used in-situ imagery and examples to demonstrate banner display, covering key rules like minimum text size, colour contrast, and accessibility. I also provided detailed guidance on layout, package contents, and lockup placements within PSD files.
Process/Approach
Aligning with Asda's brand guidelines, I designed and developed a centralised hub for all funded design guidelines and templates. This portal allows suppliers to easily browse bookable media and access detailed information on the specific requirements for each media template.
I conducted user testing with suppliers to identify usability issues, validate design decisions, and enhance user experience. This improved product performance and ensured accessibility through early feedback.
The design guidelines were adapted for the new CMS, maintaining the original page architecture while optimising within the constraints of standardised components and modular design elements.
Results
These guidelines have helped to make design template information more digestible for suppliers, including accessibility guidance, shortcut buttons, easy-to-use media, use of template instructions and download links. The guidelines have resulted in improved efficiency for the team, less media rejections and a smoother user experience for clients and suppliers.
Compared to our previous PDF guidelines, we found there was a significant decrease in questions from suppliers and freed up a lot of time for account managers within the team. As part of the guidelines, frequently ask questions pages were also introduced, further cutting down the need for additional communication from the supplier
Notably, our media implementation rate increased from an average of 95% to 98%, highlighting the effectiveness of the new guidelines.
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