Asda – Introducing a new product sku with multi variants (Case Study)
Through a combination of business insight and UX research, it became apparent that customers shopping on Asda’s sister brands (in the case the clothing brand George) assume that they should be able to shop with a single basket experience. The long term hypothesis to meet this need is to provide a single basket that shoppers can add products from multiple brands then checkout in a single transaction.
That journey is a big change from the current experience so through early research with both the business and UX, we identified an initial solution would be to start offering certain products (children’s school clothing) on the Asda groceries website that are delivered in a unified experience.
This created a new challenge to introduce a new type of product listing with unique content but most importantly multiple variants like sizes and colour that did not exist before.