Millions of weekly shoppers across Delhaize, Alpha Beta, Maxi and more — all on shared infrastructure. Two workstreams: a retail media banner system that generates revenue without degrading the experience, and a homepage redesign that works across brands while feeling native to each.
Shoppers didn't object to promoted content — they objected to content that broke their flow. And each brand served a different customer with different priorities. A single homepage template would be legible to no one.
We ran collaborative workshops with teams from each brand to understand their customer priorities, commercial constraints, and existing design patterns. This grounded the homepage system in real brand context rather than platform assumptions.
Banners were constrained by context from day one — relevance logic embedded in spec before anything went live. I also wrote guidelines defining how banners should be created, ensuring consistency across teams and brands. Designs were validated using Neurons testing, giving us attention and engagement data to inform placement and visual hierarchy decisions. For the homepage, a modular section system let each brand configure its own hierarchy. Same components, different configurations, meaningfully different experiences.
