ASDA - User-friendly layouts and content architecture
User-friendly layouts and content architecture
digital

ASDA

Defining how consumers shop online

Brief
ASDA, the UK's third largest supermarket chain, commissioned Nucleus to develop the content architecture and user interface for the Asda@home service, working alongside McKinsey, and using BroadVision as the eCommerce platform.

Solution
Having developed Sainsbury’s first ecommerce store with Hewlett Packard between 1995-97 we used our early experience to design and build a user-friendly web interface that would attract and retain customers by enabling them to complete a typical weekly grocery shop online in a matter of minutes. This was our fifth major transactional site to be developed in BroadVision, utilising the platform's strengths as an application server and ordering system, integrated with ASDA's legacy systems. 

Results
Asda@home launched in November 2000 and was voted most user-friendly online supermarket store by Which? Magazine. More than a decade later, the site retains its Nucleus-designed content architecture and much of its design ethos.