ASDA:
Elevating the customer experience
Redesigning cross-category POS across ASDA’s Yorkshire stores.
// Case Study
ASDA:
The challenge
ASDA’s in-store point of sale had lost consistency and clarity, meaning signage and messaging had become fragmented across the store. The result was visual clutter and multiple messages competing for attention. ASDA needed to bring clarity and ease to the shopper experience.
The Buyer Insight
We recognised that buyers shop largely on autopilot, driven to limit cognitive load. We needed to tap into the immediacy of System-1 subconscious triggers, supported by System 2 logical validation to improve the shopper experience. Our approach needed to unify the experience around the High-Eye/Buy behavioural framework to support navigation and conversion.
The solution
We developed a consistent visual language, drawing from the ASDA brand, introducing headers, signage and shelf level communications to create a joined-up in-store experience. The design system followed the High-Eye/Buy framework to bring clarity and consistency, ensuring each level delivered the right message in the right way. For instance, overhead signage was optimised to define areas in store and stickers and roundels were used to draw attention without reintroducing clutter. Paired with warm copy, the approach was designed to easily catch attention and reduce clutter and cognitive load.
The Behavioural Impact
The new design system improved navigation, clarity and confidence in-store, delivering over 700 incremental weekly visits, increased basket spend and a 5 percentage point uplift in customer satisfaction. Shoppers reported a clearer, more enjoyable experience, with easier navigation and stronger perceptions of quality and value.
