UX and UI Design. Photography Art Direction. As a Creative Design Lead, together with a team of five Designers, I had to create conceptual UX and UI routes to start the long-term redesign of the website. We had to study the current Waitrose website and give it a more contemporary look, as well as define a better user experience usability and accessibility using the latest technology available. Waitrose website is formed by various micro-websites which include grocery, entertaining, cellar, florist, garden, pet and gifs. To start with, we explored different ways to incorporate all sections into one website and intelligently link them. Concept: There are so many services provided by Waitrose that often customers were missing them for lack of time, but also because they were unaware of them. We studied a way to facilitate navigation through a personalised shopping which would have highlighted certain products and services according to the customers' needs. We defined five main customers 'Personas' and created an online form to get more information about each of them, such as what devices they use and what influences them, and then use such information to serve a personalised page. All was created to deliver personalised shopping experiences based on the attributes of the visiting shopper. The customised experience would have helped users to make the most of Waitrose services as well as save their time and have fun while shopping. Not to talk about how much such a service can improve customers relation with the brand. We explored other ways to engage with users such as change the website colours according to seasons. We also examined different ways to make shopping more exciting such as the 'Virtual on the go' service, suitable for small shopping on the go. We used a 360 degrees digital view of the trolley where items were appearing on it once selected. The idea was to give the feel of being physically in the supermarket and help customers to understand how much they were buying.