As part of a large-scale experience re-imagination, I led the redesign of the new LCBO B2C eComm site. This involved managing a cross-functional team of Business Analysts, Visual Designers, Product Designers, and UX Specialists. Over the period of ten months, the team worked to develop an entirely new purchase journey—taking into account the complex business and fulfillment logistics of the organization. Built on Adobe Commerce (Magento), the out-of-the-box experience was supplemented with multiple extensions to enhance the site’s functionality, including AI-search and extensive filtering capabilities.

Even in-store, the purchase journey for alcohol can be quite overwhelming. With an inventory of almost 15,000 products, our team needed to ensure that customers were able easily find the products they know and love, but also discover new ones using comprehensive filtering and a faceted navigation.

We knew that qualities such as varietal, tasting profile, and country/region of origin were some of the ways that people explored wine for example; whereas the purchase flow for a category such as coolers is decidedly less complex. We applied this level of understanding to not only the filtering and facets, but also the nav structure, and an AI-powered search.