Stop & Shop Shoppable Videos
With shopping on social media increasing by the minute and competitors such as Amazon, Walmart and even TikTok Shop leveraging short form video content to drive inspiration for purchases on their websites, we wanted to create an ownable feature for Ahold Delhaize brands to not only stay on trend with current and future ecommerce features but to also help drive user inspiration and brand partnerships.
The shoppable video content features short, snackable videos similar to what we see on social media today. These videos can range from recipe inspirations, product reviews, new product inspirations and brand partnership promotions. The difference? Gone are the days of scrolling to the bottom of a blog to find the items needed, rather than searching and gathering all the things you see in the videos, users can add all the items featured directly to their carts for a simple and seamless experience.
My Role
UIUX
Wireframed, designed and prototyped the video component experience, while collaborating closely with developers to implement new features and ensure seamless integration. My work also included working with the date and analytics team for user testing to validate functionality and improve usability, as well as ongoing iteration to continually enhance the video component.
Creative Direction/Content Planning
Using the newly improved design system, I partnered with merchandising and brand teams to build a content calendar, planning three months in advance with 30 videos organized across monetized, trending, featured, and seasonal categories. I also set the creative direction, working with copywriters to craft engaging captions, building a library of 90 videos for launch and A/B test, while creating animated stickers to boost engagement.
Design Governance
Worked with marketing teams through the content planning and video creation process, walking through content planning and video creation process to ensure clarity and alignment. Partnered with the creative services team, I implemented video guidelines and oversaw production to maintain consistency and quality across outputs and across 4 brands.
Modernization
Modern grocery shopping is being transformed as we speak and we wanted to modernize the grocery shopping experience that not only would make the experience easier for our current shoppers but also resonate with a younger generation of shoppers. Through short-form, shoppable videos we were able to bridge the gap between inspiration with instant convenience. Instead of scrolling through long recipe blogs or searching product by product, users can watch quick, engaging clips, whether it’s a recipe idea, a product review, or a brand partnership feature, and seamlessly add all the ingredients or items directly to their cart. This blend of discovery and one-click purchasing modernizes the shopping journey, making it both inspiring and effortless while aligning with the way people already consume content on social media.
Content Types
Our content types ranged within Branded, Monetized and User Generated Content. Branded content reflected the brands personality and leveraged their tone of voice and visID elements. The content is quick and snackable, relating to the customers lifestyles whether they are budget conscious or on the go. Monetized content took on our vendor partner’s brand personality and felt more polished, leveraging existing partner campaigns. Then there’s the user generated content, these videos felt more organic and native. They leverage authenticity and relatability, nothing fancy just food moments that connected with our community of shoppers.
Initial Video Creation
The initial phase of the project involved parallel-pathing content development alongside the platform build. While collaborating closely with developers on building the new experience on the homepage, I partnered with content strategists and copywriters to create the first wave of video content, focused on seasonal moments, holidays, trending TikTok recipes, and social media hacks relevant to the launch period.
To establish the content approach, I personally concepted, produced, and edited 2–3 videos per week during the first month. These initial assets served as both launch content and a proof of concept, allowing me to define creative standards and demonstrate best practices for execution. Once the foundation was established, I briefed and mentored additional creative team members, providing clear direction on content creation and ensuring all work adhered to the design system for a cohesive and recognizable brand presence.
After developing the first three months of content, I led the creation of a comprehensive content playbook that outlined creative principles, production guidelines, and brand standards. This resource enabled internal teams, agency partners, and influencer collaborators to consistently produce content that aligned with the brand vision while maintaining quality and scalability.
Development & Testing
I partnered closely with developers to bring the homepage experience to life, translating design concepts into functional, user-centered features while ensuring seamless integration across the platform. Throughout development, I collaborated with engineering teams to refine interactions, resolve implementation challenges, and maintain design integrity from concept through launch.
My role also included leading QA efforts prior to user testing, validating functionality, identifying issues, and ensuring a polished experience before release. In partnership with the data and analytics teams, I leveraged user testing insights and performance metrics to evaluate effectiveness, uncover opportunities for improvement, and inform ongoing iterations. This continuous feedback loop allowed us to optimize the video component over time, enhancing both usability and engagement.