Increasing Tesco’s brand warmth
Reactive and content partner Cedar approached Tesco with a new online proposition for Tesco magazine.
The Tesco Magazine dot com site essentially operated as an archive or online reference for the print magazine, however it swiftly fell out of relevance with customers in an ever-changing online landscape. The site needed a new proposition that re-engaged customers and in turn demonstrated Tesco’s expertise in the food, family and living space.
The approach
We looked at the core audience—mums and their young families—and considered what we could do to solve their day-to-day problems. We did this by creating a hub of sticky, practical content that focused on four primary pillars: Health and Wellbeing; Ideas and how-to’s; Advice and offers; And celebrity news and features.
My role
I was responsible for the entire project, from planning and IA through to design and build. This involved defining the site structure (IA) wire-framing key pages, user flows and complex user paradigms, design, illustration and iconography as well as working with developers on interactions and usability nuances.
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Agency: Reactive
Visit: www.tescoliving.com
Ensuring the reading experience feels intrinsic on any device or screen size
Browsing content on a smart phone isn’t the same experience as you would have on a tablet or desktop computer. We explored various paradigms like photo galleries, carousels and image handling to get the best experience regardless of device or screen size.
Design elements
We created an aggregated grid of articles where customers could easily browse and find content that related to them. These tiles also had the capacity at a high level to be shared or saved into a virtual scrapbook.
Article templates
We created several key templates for the various types of content, these templates also had the ability for content authors to integrate product offers from Tesco Direct.
Multimedia articles and galleries
Part of the content strategy was to create advice or product articles which could be linked to a Tesco product or service. We developed an immersive gallery experience that aided both of these objectives as well as being fully responsive across multiple devices and screen sizes.
Kids zone
Within the Tesco Living website we created a section for parents and their kids, a place where they can learn, watch and play. We created a design and user experience that was both cognitive for the younger audience and parents—who would ultimately be browsing with their kids together.
Iconography
The results
