Personal Area Redesign

Turning a static account page into a value hub that drives engagement, subscriptions and basket size

Company

Role

Platforms

Type

Ocado Technology

Product Designer

Product Designer

iOS and Android

iOS and Android

Concept and
pre-validation

Context

Ocado Technology builds a B2B2C grocery e-commerce platform used by retailers worldwide under their own brand. Features have to scale across partners while meeting the needs of their shoppers on web, iOS and Android.

The Personal Area is a high-intent space where users manage orders, access savings and control their account. Over time, it became fragmented and static: a place to manage settings, not a place that creates value.

Ocado Technology builds a B2B2C grocery e-commerce platform used by retailers worldwide under their own brand. Features have to scale across partners while meeting the needs of their shoppers on web, iOS and Android.

The Personal Area is a high-intent space where users manage orders, access savings and control their account. Over time, it became fragmented and static: a place to manage settings, not a place that creates value.

Problem

For users

  • Few reasons to come back

  • Savings, benefits and subscriptions were hard to find

  • Outdated order views and basic account settings

For the business

  • Missed revenue from Delivery Pass and loyalty

  • Low re-engagement on a high-intent surface

  • Users unaware of savings, so lower basket value

My role

  • Led end-to-end design of the Personal Area, from discovery to validated concept

  • Ran competitive benchmarking and analysed top user actions

  • Facilitated a workshop to align on product pillars

  • Designed a modular dashboard for iOS and Android

  • Validated the concept with usability testing, click testing and a heuristic review

  • Collaborated with Product, Data, Research and Customer Support

Discovery

  • Competitive benchmarking: Amazon, Uber and Instacart all use action-driven dashboards

  • Behavioural analysis: identified patterns and the top user actions

  • Cross-functional workshop: aligned on four pillars: savings, control, personalisation and reordering

Key insight

Users don't open their account to manage settings. They come to act, and they stay when they see value.

Approach

User goals

  • Edit orders and reorder quickly

  • Access savings and subscriptions

Business goals

  • Increase Delivery Pass conversion

  • Grow loyalty participation

  • Promote coupons and recurring orders

5 product-level shifts

5 product-level shifts

Value dashboard

Surface savings, benefits, and orders

Savings visibility

Unified loyalty, coupons, and promotions

Delivery
Pass

Integrated into benefits and subscription areas

Actions
first

Enabled quick access to reorder and edit order

Modular system

Enabled scalability and continuous optimisation

Solution

Before

Fragmented orders, loyalty and account settings, with no clear priority or visible value.

After

A value-driven hub that surfaces savings, prioritises key actions, and drives repeat engagement and subscriptions.

A redesigned Personal Area built as a value-driven dashboard:

Immediate value

  • Upcoming order

  • Visible savings

  • Subscription status

  • Upcoming order

  • Visible savings

  • Subscription status

Engagement drivers

  • Benefits (Delivery Pass, Smart Shop, recurring orders)

  • Loyalty and coupons surfaced clearly

Action layer

  • Reorder, edit, manage

  • Registration was the largest drop-off point

  • 20% of users saw unavailable products after slot selection

  • Late discovery of issues reduced trust and intent

Secondary layer

  • Preferences and support

Validation

Usability testing :

  • Strong interaction with savings and coupons

  • Higher engagement when value is clearly surfaced

Click distribution insights:

  • High interaction on savings-related areas

  • Low engagement with unclear or informational sections

Heuristic validation:

  • Reduced cognitive load

  • Clear hierarchy of value → action → management

Usability testing

  • Strong interaction with savings and coupons

  • Higher engagement when value was clearly visible

Click testing

  • Most interaction on savings-related areas

  • Low engagement with unclear or purely informational sections

Heuristic validation

  • Lower cognitive load

  • Clear hierarchy: value, then action, then management


What this suggests: making value visible drives engagement. The next step is to prove the business impact in a live A/B test.

How success would be measured

  • Delivery Pass conversion

  • Loyalty engagement rate

  • Average basket size

  • Reorder frequency

  • Interaction with savings modules

Learnings

  • Value before settings. An account page can be a growth surface, not just a utility.

  • Hierarchy is strategy. The order of modules reflects business and user priorities.

  • Modular design enables testing. Each module can be measured and reordered independently.

Next steps

  • A/B test the new dashboard against the current version

  • Personalise the order of modules

  • Test how value is framed: money saved vs convenience

  • Measure the impact on basket size and subscription uptake

Previous

Next

Value dashboard

Surface savings, benefits, and orders

Savings visibility

Unified loyalty, coupons, and promotions

Delivery
Pass

Integrated into benefits and subscription areas

Delivery Pass

Integrated into benefits and subscription areas

Actions
first

Enabled quick access to reorder and edit order

Actions first

Enabled quick access to reorder and edit order

Modular system

Enabled scalability and continuous optimisation

Key decisions

The redesign focused on five product-level shifts: