Role

Product designer

Collaborators

2 product managers

FE/BE engineers

Duration

6 months

Context

Loblaw owns multiple digital brands within the same ecosystem. When customers register with a new brand, they must create a new profile with that brand.

Problem

Current state of the user experience

• Users manage multiple disconnected profiles for each brand

• No holistic way for users to manage and control who they are and the data we have on them

Core metric

Increase onboarding effectiveness for our customers.

Some data

• 34% of PC Express users who onboard already have a PC Optimum profile, yet we ask them to fill out their profile information again

• Similarly, 25% of PC Optimum users already have a PC Express profile

Solution

Launching PC®id Account Centre centralizes profile management across multiple Loblaw brands into one.

Increase in onboarding effectiveness

When onboarding onto a new brand, profile information is now auto-filled from the user’s PC®id Account.

Effortless account management for our users

Instead of managing multiple disconnected profiles, users only need to make updates to their profile information in Account Centre.

Integration across all our brands and platforms

I collaborated with brand stakeholders to integrate PC®id Account Centre across all our brands and platforms.

Other collaborations

Design system collaboration

To ensure we had the necessary front-end components for our use case, I collaborated with the design systems team through an established intake process. We prioritized reusing components and new components were created in a maintainable way.

Content collaboration with legal, privacy and content design teams

I worked with legal, privacy and content design teams to ensure our content was user-friendly but compliant with CASL legislation.

Learnings

Driving stakeholder alignment

With product teams and stakeholders from multiple brands, content designers, legal/privacy teams, and our design system team all involved, engaging and collaborating with everyone was a big part of the design process. I learned to lean on tools like Figma, Miro, Coda, and Google Docs to create shared workspaces that made decisions, rationale, and progress easy to access and contribute to.

Stepping up from execution to ownership

Midway through the project, a re-org left me as the sole designer on this initiative. I had to grow beyond execution/craft to start thinking strategically about how and when to involve stakeholders, how to prioritize design work based on timelines, and how to advocate for design decisions confidently. Taking full ownership of the design process developed my skills in navigating ambiguity and managing design trade-offs to keep the project moving forward.