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Worked on the website experience with a focus on category reorganization and navigation.
Context & role
Spinneys is a large supermarket retailer with a wide and diverse product assortment. The project focused on improving the website shopping experience, particularly around how users browse and find products online.
My role: UX Designer
We worked as a team. I was responsible for the Webapp and the information architecture and navigation design, with a focus on improving product findability and reducing friction in browsing.
The challenge
With hundreds of products across multiple categories, the existing structure made it difficult for users to:
understand category groupings,
predict where products would live,
and navigate confidently without trial and error.
The risk was a navigation system that looked organized internally but didn’t match how users actually think about grocery shopping.
What I focused on
My work centered on restructuring the category hierarchy and validating it with users:
Reorganized categories and subcategories to better reflect user mental models
Simplified navigation labels to reduce ambiguity
Conducted tree testing to validate whether users could successfully find products using the new structure
Iterated on the IA based on test results and failure points
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