Case challenge
Azbuka Vkusa is one of Russia's leading supermarkets, based in Moscow and Saint Petersburg. AV is know for their commitment to high quality products from all around the world, and their outstanding service in stores.
However, AV knew their online experience was not on par with their brand promise and partnered with IceMobile to help them rethink their digital strategy, bring daily relevance to their loyalty program and renew their e-commerce app from the ground up.
Project overview
Your daily shopping, like nowhere else was the result of a close collaboration between IceMobile and Azbuka Vkusa. As lead designer and the main point of contact between both teams, I worked alongside 2 other designers, a researcher and a project manager to understand what made AV special — and how to bring that online.
We started by getting close to the product: visiting AV stores, experiencing their service firsthand, and analysing their competition. We then ran in-depth interviews with company stakeholders and a range of customers — from occasional shoppers to their most loyal regulars. That gave us a clear picture of AV's real competitive advantage.
From there, we co-created with the client through discovery and scoping sessions to define AV's digital positioning, what the app needed to do, and how it could stand out the same way their stores do.
The resulting app (launched early 2021) not only showcases AV's commitment to high quality products, but it surprises users with an effortless online ordering journey and loyalty benefits that let you taste AV service standards from the comfort of your home, office or dacha.
