Before we touched the navigation, Intermarché’s promotion engine was losing momentum on-line while a regulatory time-bomb ticked in the background:Click-&-Collect (Drive) and Home Delivery (LAD) make up a growing share of Intermarché’s food e-commerce. Yet the very step that should close the sale-the time-slot selector - was leaking money:
Late fee shock — Minimum-order fees and slot surcharges surfaced only after basket validation, prompting users to back-track or quit.
Funnel free-fall — ContentSquare and GA showed the steepest drop-off between “Basket > Choose Slot > Payment” (~4 in 10 shoppers abandoned once fees appeared).
Rage-click insights — Heat-maps (Usabilla) flagged rage-clicks on inactive calendar cells and verbatims like “Impossible de trouver un créneau avant vendredi.”
Qual study signal — Kantar confirmed the pain points and hinted that card-holders behaved differently from non-members.
Project Goal
Cut slot-selection-related basket abandonment and unlock additional Drive/LAD revenue without lifting free-delivery thresholds or shrinking slot availability.
UX Mandate
Expose slot costs and requirements up-front, streamline the slot-picker, and preserve cart momentum all the way to payment—so fewer shoppers drop and more baskets reach confirmation.
My Role & Key Actions
My Role & Key Actions (Lead UX Designer)
UX Phase
Key Action
Collaborators
Result
Diagnose
- Mined GA + ContentSquare to isolate the “Basket → Slot” leak
- Mapped verbatim pain points from 1 500 Usabilla comments
Data Analyst
Quantified the leak; secured go-ahead to prototype
Hypothesise
- Framed “late-fee shock” & “calendar dead-ends” hypotheses
- Prioritised with Product Lead
Product Lead, Dev Lead
Clear research focus & success metrics
Prototype
- Built a low-fi interactive slot-picker in two days (Figma)
-
Ready for tests under budget limits
Test & Iterate
- Ran 9 moderated usability sessions + depth interviews in the same tool to save budget
- Converted findings into design principles & quick-wins
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Validated early-fee display; simplified calendar
Handoff & Follow-up
Briefed UI designer for hi-fi screens
UI Designer, PO
Deployed seamlessly to production, the redesigned slot-picker is already nudging abandonment rates lower (precise data remains confidential)
Key Challenge – Fee Reveal Too Late
GA funnel highlights the two steep drop-offs.
Detours to Home, Search and Login confirm journey friction.
What the data says
Basket → Slot-picker:
400 760 views fall to 307 960 —
−23 % (≈ 92 000 shoppers) before any fee is shown.
Slot-picker → Payment:
surcharge appears and another
−8 % (≈ 25 000 shoppers) drop out.
Net impact: nearly 1 in 3 orders vanish exactly when hidden costs surface—matching the “bait-and-switch” feedback.
Scan-ability problems
All copy appears in the same light-weight font; key cues like « offerte » and « dès 6 € » don’t pop.
The CTA Choisir un créneau is only a thin red link — easy to miss on large screens.
No side-by-side fee cues, so Drive vs Livraison requires slow, line-by-line reading.
Fee-transparency gaps
Drive perk « Frais de préparation offerte » sits mid-paragraph; many users overlook it.
Livraison cost (« dès 6 € ») is likewise buried in body text.
No price shown until the Payment page, creating a last-minute “bait-and-switch” feel.
Decision without price → “bait-and-switch” effect
Each slot tile shows only a time range (e.g., 10 h – 12 h); delivery cost is absent.
Shoppers must choose blind and meet the surcharge on the Payment page — feels deceptive.
Cognitive overload inside the picker
Six tiles per day, some greyed-out COMPLET, with no “earliest available” shortcut.
Future days hidden in an accordion; every date needs an extra tap to reveal slots.
Business impact
Frustration peaks → users exit or back-track to Basket →
−23 % drop before fees, plus another −8 %
when the hidden cost finally surfaces at Payment.
Solution– User Testing & Screen Redesign
User testing
48-hour build. Clickable prototype ready in two days.
