Lidl is one of Europe’s largest supermarkets and was looking to enter the Chinese market through E-commerce. I worked with two senior designers to create a responsive website, introducing the brand through storytelling.
Interaction Design, UX/UI
Three audience groups were identified by the strategy team, including single young adults, young mums, and mature couples. They all are likely to pursue a healthy lifestyle, while appreciating value of money and product quality. It was crucial to keep them in mind when I was thinking through the website contents and experience.
Lidl China’s brand proposition was defined as Love and Care for the Family (用挚爱，照顾挚爱). With the right audience in mind, we structured the website to focus on Lidl’s heritage and product quality (made in Germany), while using illustrations to elicit an emotion that resonates with family and caring.
As you have seen the page designs above, the visual design followed a consistent structure and style to provide fun information. When I began the high-fidelity design process, I first created moodboards to get inspired and guided.
Visual & Interface
I joined Project Lidl team at PwC Experience Centre (Shanghai) when the strategy team just finished defining Lidl's brand proposition. I was fortunate to work on this 5-month project from scratch to site launch, along with two senior designers and a remote dev team in India.
Thanks to the talented teammates and mentors I worked with, I had the chance to grow from a junior designer who only valued visual hierarchy to a product thinker who knows how to communicate effectively to solve a problem.