Project goal

Design and build the new corporate website for Loblaw Companies Limited — Canada's leading innovator in food, health, beauty and wellness retail.

Synopsis

The new website is LCL's central identity hub communicating the company's story, mission and values, culture, its stance towards responsibility, investor relations and brand-related news. The Solvers team developed a complex research program for Loblaw to compartmentalise and prioritise each persona's problems and ways of achieving success in communicating with them. From first-time job seekers, the general public to vendors, franchise seekers, journalists, investors, and skilled job seekers, the new Loblaw website features inspiring and engaging communication that wins hearts and achieves business goals.

quote mark

It has been an absolute pleasure to work with Solvers team on this. The Solvers team is flexible and dedicated and easy to work with. Solvers helped us deliver something incredible here. It’s getting rave reviews across the enterprise.

Loblaw management team

Through vibrant, emotional photography, smart copywriting and cutting edge design, we establish powerful visual communication that excites customers and achieves business goals.

Storytelling is at the core of Loblaw communication. Each aspect of Loblaw's business is crafted with great attention to detail.

From team insights and innovation highlights to investor news and product updates, stories cover all aspects of Loblaw's daily life and corporate insights.

All of Loblaw's divisions are diverse and unique. Each one is presented with its own character, nuances and job offerings.

As Canada's food and pharmacy leader, Loblaw creates positive environmental and social change. The set of Responsibility pages cover all the issues that matter to Canadians in all details and depth that will satisfy the most demanding enthusiasts and investors.

From team insights and innovation highlights to investor news and product updates - stories cover all aspects of Loblaw's daily life and corporate insights.

For Loblaw, we've developed comprehensive content, photography and design guidelines for effortless development of any future additions to the website and other marketing materials.

Design Director, Partner
Valeri Torf
Strategy, Partner
Kirk Donohoe
Technical Director, Partner
Eamon Doyle
Designer
Jaromir Kveton
PM
Guy Matorin
UX Designer
Shing Leung
Developer
Jan Simsa
Developer
Juraj Flamik
Copywriting
Amanda Cosco

Stakeholders engaged in design thinking to discover the product objective, the user groups served, business and product requirements and the hypothesis to be researched and validated.

Problem statements were broken down according to the particular persona research, countless interviews and stakeholder engagement.

The solution hypothesis was taken to user research. Assumptions about user pains and the type of content desired ware validated across surveys and interviews with those who fit our defined user groups.

From enormous and difficult to follow bits and pieces of Loblaw stories, through many iterations, we've built a comprehensive and straightforward information architecture.

Business and user goals were developed for each individual page. From there, we proceeded to building content ideas.

At this stage in the programme we conceptually designed and user-tested experiences that had been identified as desirable or needed by the target customers.

After several iterations and extensive A/B testing we've refined and compiled the final set of wireframes.

The user feedback was analysed according to the finest standards of our research team. Gaps eliminated. Refinements applied.

We tend to look at companies like Loblaw as huge corporate entities with very little soul, very little heart just a money-making machine. Go to a website like this, changes when it talks about how to interact with their employees, how they interact with the world around them, their customers, with their environmental side.. Definitely is more positive when you go through a website like this.

User testing participant

I think definitely Loblaw website is very comprehensive. and I like the balance of graphics and text. They’re really nice to look at. I really really like the about us and history. It was pretty cool. And I also appreciate the transparency of the responsibility section laying it all out on what you plan to do and what you have achieved so far.

User testing participant

I was kind of expecting it to just say a grocery store, but it seems like this has all different categories to help Canadians. We've got health and wellness, finance, lifestyle and rewards. It seems like Loblaw wants to branch out as more than just a grocery store. They already have a bank and so they totally can.

User testing participant

As a next step, we've developed a comprehensive content, photography and design guidelines for effortless development of any future additions to the website and other marketing materials.

During development, we started a net-new project and built the application using Contentful and Next.js. Using this approach the team can create new pages and reuse components without any additional development support. The team also had to make sure that every web experience was fully accessible, complying with both Accessibility for Ontarians with Disabilities (AODA) and international WCAG 2.0 standards. We build supporting backend API services for real-time stock, authentication workflows, and careers. After extensive testing and successful UAT we worked together with Loblaw to deploy the application.

Design Director, Partner
Valeri Torf
Strategy, Partner
Kirk Donohoe
Technical Director, Partner
Eamon Doyle
Designer
Jaromir Kveton
PM
Guy Matorin
UX Designer
Shing Leung
Developer
Jan Simsa
Developer
Juraj Flamik
Copywriting
Amanda Cosco
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