The Metro banner, with its 362 stores including 102 newly launched Metro Plus stores, is a leading Québec and Ontario supermarket chain. The Metro banner aims to fulfill the needs of today’s customers, offering a wide variety of products.
Metro was aiming to support its customers in their food purchasing process by transposing each shopping steps on a mobile application.
Benefiting the customer through a simplified purchasing process, while allowing Metro to acquire and offer customers and members of the metro & me loyalty program special offers and personalized content based on their purchases and preferences.
Understand the organizational, business, market and technological contexts. Participate in the analysis of the client's ecosystem as well as the competitive landscape. Identify opportunities, competitive gaps and industry best practices.
Outline the experience strategy roadmap, map out user stories and journeys, carry out the design and implementation while maintaining the initial vision throughout the whole production process.
Through a competitive analysis and heuristic evaluation of several applications dedicated to the different activities and tasks related to the grocery shopping and planning process, we have identified best practices and opportunities for competitive gains from a user experience standpoint. A particular attention was paid to what should represent an optimal information architecture for the type of content and the interactions of the set of tools that would constitute the overall mobile application experience.
An important synergy between all sections of the application had to be put in place to support a unified and consistent experience. Since metro & moi loyalty account purchase information, grocery list items, Metro.ca recipes, weekday menu recipes, coupons, and personalized flyer offerings would all relate and complement one another to provide this experience.
The Metro mobile application allows users to manage their grocery shopping, before, during and after their trip to the store.
Metro innovates with a 100% integrated experience, for each item present in the grocery list, the application suggests savings according to the flyer, coupons of the week and healthy choices.
In sync with the whole Metro ecosystem, the mobile application generates personalized coupons based on the customer preferences and purchase history.