Summerhill Market Ecommerce Website

The Challenge

As a vibrant and growing grocer, the Summerhill team identified the need to dramatically improve their online presence through the design and development of a new e-commerce website which could accommodate their three main products: Grocery, Catering and social media community building.

About the Client

Summerhill Market is a boutique grocery store known for their prepared foods, especially meat pies, and for stocking rare imported products. They have three locations in upscale Toronto neighborhoods; Rosedale, Mount Pleasant, and the Annex.

Research:

With so many grocery stores in Toronto as well as delivery and food box services our first question was — what makes Summerhill Market different and why do their customers choose it over others? To do this we started by talking to customers. Talking to both in store shoppers and online shoppers about what they like and what are some pain points they experience. We interviewed 8 customers and compiled the data into affinity maps to see trends and common problems.

Before I started Solutionizing I wanted to empathize more with the user, by constructing an empathy map to really get into the user’s shoes. The persona we created was a middle age woman with children, she is employed and upper middle class. She eats healthy and is concerned with organic products, and dietary restrictions. She also shops in Summerhill to be seen by other moms.

After our research we found that the thing that really makes Summerhill stand out from all other grocery stores is their pre-made foods and catering service. Making sure this important feature helped them stand out from other e-commerce grocery stores. Now with the clients ‘must haves’ and the customers feedback it was time to put it all together.

UX goals: Clean menu that’s easy to navigate. A shopping cart showing number of items with a fly-out cart plug-in. Large product images to show off photography. Buy now buttons for quick shoppers. Price & description on list page.

I worked with the client to create these beautiful UI mood boards

What We Delivered:

A friendly and modern design that highlights Summerhill’s unique grocery selection and company values
Ecommerce capability to enable online purchase and delivery of grocery and floral items
Customer profiling system which allows for placement and monitoring of online orders
HTML5 (responsive) development to ensure the site works across all desktop and mobile screens
Top-of-the-line search engine optimization to provide maximum content visibility
Blogging capability to allow for content creation and sharing via social media

Launch website

CLIENT
SUMMERHILL MARKET (2017)
Summerhill Market has been operating in Toronto’s Rosedale neighbourhood for more than 60 years. The goals for the project were to update the market’s website to be responsive and to deliver a clean, easily navigable online shopping experience with an online market featuring gift baskets, a florist, catering menus, and a community blog.

CATERING MENU
It was important to create an e-commerce-based catering menu as catering is a major part of Summerhill Market’s business and integrating an online component has helped to take their business to the next level. This menu is easy to navigate, fully responsive, clean and beautiful. Enabling the user to put together a four course meal, or a Charcuterie platter to bring to a party.