Intermarché Digital Prospectus UX Case Study

Context

Before we touched the navigation, Intermarché’s promotion engine was losing momentum on-line while a regulatory time-bomb ticked in the background:

Revenue at risk – Traditional paper leaflets still triggered a meaningful share of weekly sales, but the digital prospectus drew fewer than 3 % of site clicks and bled 94 % exits once users arrived.

Impending legislation – France’s OuiPub law was set to ban unaddressed paper prospectuses, threatening to turn a proven revenue tap off within months.

Discoverability gap – Promotion” and “Prospectus” links sat two levels deep in the Rayon dropdown; GA showed shoppers relied on search (24 % of sessions) and virtually ignored the hidden menu path (2–3 % of sessions).

Experience mismatchThe digital prospectus behaved like a static PDF: shoppers had to memorise the product, close the leaflet, type it into the search bar, then find the right product before they could add it to cart. Every extra step leaked revenue and fed the 94 % exit-rate.

Project Goal

Digital Prospectus: lift its contribution to ≈ 16 % of total e-commerce revenue.

Promo Boutique + Prospectus combined: reach ≈ 25 % of total online revenue, turning promotions into a quarter-share growth engine rather than a leakage point.

Achieve the targets without sacrificing conversion or average basket value during the transition away from paper.

My Role & Key Actions

My Role & Key Actions (Lead UX Designer)
UX Phase	Key Action	Collaborators	Result
Diagnose	-Audited GA & ContentSquare funnels - Quantified hidden-menu leak & 93.9 % exit-rate	Data Analyst	Identified two “money leaks”, secured green-light to prototype
Ideate	- Re-mapped header into “shopping left / account right” zones - Sketched dual “leaflet vs catalogue” views	-	Hi-fi nav prototype ready in 3 days; 4/5 test users preferred new nav
Testing & ideate	-Ran 5 guerrilla usability tests in the store - Tweaked layout	-	Reduced task time (find & add promo) from 73 s → 21 s
Launch & Track	-Coordinated A/B release -Monitored live KPIs; shared daily Slack snapshot	Data Analyst	Week-1: click-through × 3, exit-rate ↓ –85 pp, adds / view +31 %

Results

Metric	Before (2 Feb → 11 Apr )	After(3 → 11 May )	Δ (absolute)
Exit-rate	93.9 % (726 K exits)	8.2 %	-85.7 pp
Products added per view	1.6	2.1	+31 %
Avg. time on prospectus page	-	2 min 16 s	-
Prospectus ranking in “boutiques”	-	3rd (18K views)	↑ ranking

Key Challenge 1 – Discoverability

Illustrative wire-frame hidden links drew only, 2–3 % of sessions (GA audit, Feb–Apr ’23)

New Nav Bar - shopping menu items on the left and user account and fidelity on the right

Action – Moved Promotion & Prospectus to the primary nav, left of the search bar.
Outcome – Click-through roughly tripled; prospectus became the #3 “boutique” with 18 K views in week 1.

Key Challenge 2 – Shoppable, Store-Specific Prospectus Before the Print Ban

Before. The prospectus landing page dumped every leaflet in one place, unfiltered by Point de Vente. Customers had to hunt for the right store edition, and even then the leaflet was read-only; adding promo items meant memorising SKUs and starting a new search.

Why this failed

All stores mixed — five look-alike leaflets; users can’t tell which one applies.
Read-only flipbook — no in-leaflet add-to-cart, forces a search detour.
93.9 % exit rate — GA snapshot (Feb → Apr).

After

Store-aware entry. The top-nav link now drops users straight into a Boutique Prospectus pre-filtered for their selected store.

GIF showing toggle and add-to-cart inside leaflet

After

Dual view. Shoppers can toggle between a familiar “paper” flipbook or a grid catalogue.
Flipbook now lets shoppers add items in one click.
Flipbook → Catalogue → “Add +” — the grid appears and the hover state shows items can be added straight to the basket.

Key takeways

Worked well :

Surface the money links - Pulling “Promotion” & “Prospectus” into the header tripled click-through and now drives a quarter of online revenue.
Match the habit, then enhance - Familiar flipbook + instant “Add” grid cut bounce from 94 % to 8 %.
Personalise by store - Showing only the shopper’s leaflet removed decision friction and clocked 18 K views in the first week.
Tiny UX beats cosmetic A/B - One nav tweak lifted promo basket adds by 31 %.
Deadlines can align teams - The looming paper ban fast-tracked approvals and proved rapid, insight-led design can hit hard KPIs.

Intermarché – Digital Prospectus UX Case Study