OcadoThe north star of ecommerce.
In collaboration with Hidden Strategy.
The challenge
Ocado wanted to define what their supermarket would look like five years from now: how people would shop, how AI would enter the buying experience, how the interface would shift when the product itself stops being static.
This wasn't a redesign of what exists. It was a vision exercise for what comes next.
My role
Creative direction for digital product, alongside the Hidden Strategy team. I led the conceptual direction of the experience, defined the new flows, and identified the key screens that would materialise the vision.
The work needed to be ambitious enough to stretch internal thinking, but grounded enough to feel buildable.
What was built
Conceptual direction for the future ecommerce experience
New shopping flows including AI-driven interactions
Key screen designs across the user journey
A coherent visual and interaction language for what comes next
The outcome
A north-star vision Ocado can use as a strategic reference for the next phase of their digital product — informing internal roadmaps, partner conversations and design priorities.
The principle
When the challenge is to set the north, direction is deciding which future you build.