Intermarché Digital B2B UX Case Study

```html Intermarché Digital B2B UX Case Study

Context

At the physical counter a shopper simply tells the Responsable Charcuterie, Poissonnerie or Boucherie “trois tranches fines” or “un pavé de 300 g”. The staff member adjusts thickness and weight on-the-spot, so intent and reality always match. But online the experience was nothing like that:

Manual, item-by-item maintenance – each EAN had to be published or unpublished individually in the BOPDV back-office.
Legal-information blind spots – store teams didn’t know which Information légales( élevage etc..) fields were missing for which meat product; every morning charcuterie and fish managers filled paper sheets to plug the gaps.
Catalogue chaos – products were stored in a single, unfiltered list; no way to bulk-select by category, edit and print in one go.
Ambiguous sales units – some items priced per slice, others per kilo, often mixed in the same list.
Non-standardised grammage – fish fillets, pork chops and beef steaks all used different reference weights, confusing both staff and customers.
No real-time adjustment – online shoppers couldn’t specify thickness or exact weight, forcing Préparateurs de commande to guess and triggering refunds or substitutions.

The knock-on effect: lot of time wasted for the Responsable drive, mis-priced baskets, stock inaccuracies and frustrated customers, making “trad” products the weakest link in an otherwise streamlined Intermarché Drive journey.

Project Goals

One-click catalogue control – enable bulk publish/unpublish, category filters and batch printing to cut update time by ≥ 50 %.
Legal compliance by default – surface missing élevage, abattage, origine fields at a glance and lock publication until complete.
Standardise grammage & units – define reference weights and clear “per kg / per tranche” rules so staff and customers speak the same language.

UX Mandate

As the project’s sole UX designer I was charged with translating a complex, paper-driven back-office workflow into a clear, error-proof digital experience—while preserving the human flexibility of the fresh-counter interaction for end customers.

Frame the problem end-to-end – map the full “trad” product life-cycle (catalogue → legal → prep → pickup) and define success metrics that matter to both business and store teams.
Ground decisions in field insight – lead contextual research with Responsables Charcuterie, Poissonnerie, Boucherie and Préparateurs de commande; turn findings into 3 headline challenges and design opportunities.
Align stakeholders fast – run cadrage and ideation workshops with PM, Business Owner and Responsable Animation Commerciale to converge on must-have functions (bulk edit, legal completeness, unit rules).
Prototype → test → iterate – deliver wireframe screens in Figma, validate with store staff and refine until task-time and error KPIs hit target.

My Role & Key Actions

My Role & Key Actions (Lead UX Designer)
UX Phase	Key Action	Collaborators	Result
Frame & Align	• Ran an Atelier Cadrage & Alignement to capture business value, current state and stakeholder hypotheses • Defined design problem and North-Star KPIs (update lead-time, error rate)	PM, Business Owner	Shared research brief and KPIs approved by all stakeholders
Observe & Interview	• Field observation with a custom “Designer Notebook” to log physical-digital touch-points • Contextual interviews with Préparateurs de commande and stand managers (Charcuterie, Poissonnerie, Fruits & Légumes)	Store teams	Mapped full trad-product lifecycle; surfaced 18 critical pain points - Hierarchical Task Analysis (HTA)
Synthesis & Hypothesise	• Clustered findings into 3 headline challenges (catalogue completeness, unit/grammage rules, filtering functionality) • Co-wrote problem statement and prioritised backlog	PM, Business Owner	Focused roadmap of high-value opportunities
Ideate & Prototype	• 1-day ideation workshop (HMW, Crazy-8s) • Built low- and hi-fi Figma flows for bulk-edit catalogue, grammage rules and offline mode	PM, Business Owner	Interactive prototype to be tested with 5 Intermarché Stores
Test & Iterate	• Moderated 5 usability tests,iterated micro-copy and flow • Added quick wins (single-field capacity input)	Drive managers	Form-completion time ↓ ≈ 35 %; grammage selector validated
Handoff & Transition	• Delivered redlines, component specs briefed dev team • Prepared transition pack before moving to a new UX role	Dev team, PM	Project handed over smoothly; build started with full context despite my departure

Frame & Align

Alignment & Scoping Workshop with PM, Business Owner, Responsable Animation Commerciale.
Output – understanding the target users, different stakeholders to be interviewed and observed, the project scope and KPIs

Observe & Interview

Terrrain observation at Gif-sur-Yvette — Hypermarché Gif-sur-Yvette where I went for two days of terrain observation

Printed order sheets — The orders printed for preparation—delivery or Drive pick-up

Filter issue in BOPDV — Interviewing the Responsable Drive to understand the lack of filter functionality in the BOPDV back-office

Legal info challenge in BOPDV — Interviewing the Responsable Drive to understand the challenge of filling in legal information for “trad” products

Synthesis & Hypothesise

Some primary insights are:

Split “Trad” vs. “Complet” catalogues
Users struggled with one massive EAN list—so so I added two dedicated entries, guiding them straight to the products they manage.
Surface legal-info gaps
Essential fields (élevage, abattage, origine) were hidden, forcing manual checklists. I added a “Legal Info” column with per-EAN flags and a one-click filter.
Standardise weight units
Inconsistent slice/kilo rules led to order-prep mismatches. After a long discussion a unified “Poids de l’unité” with a 200 g minimum, aligning both stand managers and customers.

Ideate & Prototype

Armed with our three headline challenges (catalogue completeness, grammage/unit rules, filtering functionality) I kicked off a focused, one-day co-design workshop with the PM and Business Owner. Our goal was to generate and rapidly converge on—solution ideas that would make “trad” products instantly discoverable, legally compliant, and easy to configure.

HMW framing: “How might we improve access to trad products so they’re visible at a glance for BOPDV users?” “How might we simplify trad offer configuration so end customers always see the right products, at the right price, at the right time?”
Crazy-8 sketching: Each participant sketched eight divergent ideas in eight minutes, covering approaches to navigation, filtering, bulk editing, and grammage inputs.
Cluster & converge: We grouped sticky-note concepts by theme, then voted to narrow down to two solution tracks: – A revamped “Catalogue Trad” list with métier groupings and missing-info flags. – A dedicated “Legal Info” panel with inline filters and bulk-complete actions.
Low- & hi-fi prototyping: Rapid wireflows in Figma evolved into clickable high-fidelity screens within four sprint-length iterations, covering catalogue bulk-edit, grammage selector, and offline picker mode.
Ready for testing: The resulting interactive prototype was handed off to five Intermarché Drive stores for validation—in-app feedback and quantitative task-time metrics paved the way for final refinements.

Test & Iterate

the home screen of BOPDV , a special entry of information légale

New nav bar , Information légale missing shown for each EAN , 200 gm as the standard unit

Key Improvements, Handoff & Transition

Separated “Catalogue Trad” & “Catalogue Complet”
Users land directly in the catalogue they need, instead of wading through one giant EAN list.
Pruned top-bar navigation
Removed unused menu entries, surfacing only the key areas (Catalogue, Paramétrages, Statistiques) for faster access.
Grouped Trad by métier
Charcuterie, Poissonnerie, Fruits & Légumes sections let each stand responsable see only their products at a glance.
Added search and error counters
A global search bar plus real-time badges (“180 articles publiables” / “170 erreurs”) give immediate situational awareness.
Inline “Information Légales” flags
New column shows a red icon on each EAN missing legal data; clicking it reveals exactly which fields (race, pays d’élevage, pays d’abattage) need filling.
One-click filter for missing data
Toggle “Voir les produits avec informations légales” to isolate only the EANs that require compliance updates.
Bulk actions & print
Checkboxes and “Tout Dépublier” / print buttons enable category-wide publishing or documentation in just a few clicks.
Unified grammage field with 200 g minimum
Introduced a single “Poids de l’unité” input, standardising weight entry across métiers and preventing impractical micro-orders.
User-testing insights shared cross-functionally
Findings from the five-store prototype tests were presented to the dev team, PM, fellow designers and business owners to drive final refinements.
Project hand-off
After delivering the prototype and test insights, I transitioned to a new role at Orange and did not follow the project through its build phase.

Intermarché – From Counter to Cart: Streamlining Trad Product Management for Intermarché Drive