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Albert Heijn
Supershops
Customers shop with intent, but inspiration sells more. Supershops introduced a new content format that tied unrelated products together around events and themes, making AH.nl more than a grocery list.
2021
Albert Heijn's e-commerce platform was built around categories and search. Functional, but limited in its ability to inspire. The opportunity was to shift from a catalogue to an experience: curated collections that bring together products customers would not have combined themselves.
Working with e-shop managers, I developed the Supershops concept. Cross-category stores built around events, seasons, or themes. The challenge was as much technical as editorial: connecting disparate products and content from AH's extensive catalogue without losing coherence.
Role: UX Design Lead / Methods: Design Thinking, JTBD, problem framing, stakeholder co-creation
The concept repositioned AH.nl as a destination for inspiration, not just replenishment, with a direct commercial case around basket size and engagement.
Albert Heijn
As UX Design Lead at Albert Heijn I focused on the gap between what agile teams deliver and what customers actually experience. AH.nl as a destination worth visiting, not just using. And a sprint format that helped teams think beyond the next ticket.
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