Ahold Delhaize
Global Retail Platform
Quick Facts
A responsive e-commerce platform catering to web, tablet and mobile devices for food retailer Ahold Delhaize's 19 supermarket brands across 7 countries, built to best in class usability standards.
  • 18 Months
  • Design
  • Responsive Website
The Brief

Ahold Delhaize is one of the world’s largest retail store groups, with over 3,500 grocery store operations across Europe, Asia and North America. This Place was commissioned to lead user experience and design for creating a best in class responsive web platform; one that at its core is built to ‘white label’ principles providing a consistent shopping experience while catering for each supermarket brand’s individual functional and stylistic needs.


Our design process started with a discovery phase that included competitor analysis as well as creative exploration of what a best in class experience could look like. We created a variety of designs that we tested with stakeholders as well as customers, before converging on the approach that would inform the rest of the design process.


Due to the enormity of the task, and with multiple stakeholders and suppliers located in different parts of Europe, we went down the route of using Axure to create thorough wireframes for each component and every breakpoint. This allowed us to easily share designs and have teams comment on the high fidelity designs. The final set of documents delivered contains wireframes for over 90 components used across over 1,300 pages.

Experience Architecture

Our main requirement was to design an experience that would cater to a wide and varied Global customer demographic while also being flexible enough to accommodate the specific branding elements, marketing materials and content from each supermarket chain. This required endless stress testing as well as developing a lowest common denominator of building blocks that would work across any brand property.

The Importance of Co-Location

To ensure a smooth workflow, we co-located the design and development team with the client’s business analysts in our London studio. We maintained the project’s momentum through weekly governance and review sessions with the client’s teams and stakeholders, which took place either in London or Brussels (their HQ).

“This Place has been instrumental in helping us deliver a global e-commerce platform. Their innovation-led approach has transformed the way we build digital products.”
Marcus Spurrell, SVP Digital Personalisation, Loyalty & Analytics, Ahold Delhaize
Technologies and Collaboration Processes

For this project, our tech team delivered HTML, CSS and JavaScript. We built a mock back-end to simulate the final API which is based on SAP Hybris. Our Jenkins instance ensures automated deployment of our code which is hosted on a private Github account.

Our development team worked closely with their back-end integration team using Jira, Confluence and Slack to aid collaboration. Strictly defined processes and communication structures ensured that the production process ran smoothly, even across time zones and locations.

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