Edd Hopkinson
Senior Designer
Menu
— Morrisons
Market Street Digital Experience
Translating an in-store experience to digital.
Concept Design • UX/UI • Content Design
— Overview
Breaking free
Morrisons had recently collaborated with Ocado to repurpose their online platform and delivery network as a way to test the water for online orders. With the agreement coming to an end Morrisons wanted to explore initial ideas for their own bespoke platform, free from the constraints of Ocado's.
— Concept
Aligning experiences
The existing website and in store experience for Market Street were very disjointed. Research showed that customers expected the online experience to be considerably closer to the in-store experience, with more emotional cues. Specifically the feeling of abundance of fresh produce, friendly in-store experts, helpful and informative signage, strong brand messages, clearly marked offers, and clearly defined sections of the store for different produce. All things that are clearly present in store and somewhat lacking on Ocado's repurposed platform.
The initial concept was to replicate how a customer flows through and experiences a store, including inspiration and emotional cues.
— Inspiration
Replicating customer flow
To replicate the customer’s journey through the store, the inspiration was flipped. Putting the first area a customer encounters in store at the top of the page. This way a customer experiences the same things, in the same order, in both spaces.
Projects
CV
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
Menu
— Morrisons
Market Street Digital Experience
Translating an in-store experience to digital.
Concept Design • UX/UI • Content Design
— Overview
Breaking free
Morrisons had recently collaborated with Ocado to repurpose their online platform and delivery network as a way to test the water for online orders. With the agreement coming to an end Morrisons wanted to explore initial ideas for their own bespoke platform, free from the constraints of Ocado's.
— Concept
Aligning experiences
The existing website and in store experience for Market Street were very disjointed. Research showed that customers expected the online experience to be considerably closer to the in-store experience, with more emotional cues. Specifically the feeling of abundance of fresh produce, friendly in-store experts, helpful and informative signage, strong brand messages, clearly marked offers, and clearly defined sections of the store for different produce. All things that are clearly present in store and somewhat lacking on Ocado's repurposed platform.
The initial concept was to replicate how a customer flows through and experiences a store, including inspiration and emotional cues.
— Inspiration
Replicating customer flow
To replicate the customer’s journey through the store, the inspiration was flipped. Putting the first area a customer encounters in store at the top of the page. This way a customer experiences the same things, in the same order, in both spaces.
Projects
CV
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— Morrisons
Market Street Digital Experience
Translating an in-store experience to digital.
Concept Design • UX/UI • Content Design
— Overview
Breaking free
Morrisons had recently collaborated with Ocado to repurpose their online platform and delivery network as a way to test the water for online orders. With the agreement coming to an end Morrisons wanted to explore initial ideas for their own bespoke platform, free from the constraints of Ocado's.
— Concept
Aligning experiences
The existing website and in store experience for Market Street were very disjointed. Research showed that customers expected the online experience to be considerably closer to the in-store experience, with more emotional cues. Specifically the feeling of abundance of fresh produce, friendly in-store experts, helpful and informative signage, strong brand messages, clearly marked offers, and clearly defined sections of the store for different produce. All things that are clearly present in store and somewhat lacking on Ocado's repurposed platform.
The initial concept was to replicate how a customer flows through and experiences a store, including inspiration and emotional cues.
— Inspiration
Replicating customer flow
To replicate the customer’s journey through the store, the inspiration was flipped. Putting the first area a customer encounters in store at the top of the page. This way a customer experiences the same things, in the same order, in both spaces.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— Morrisons
Market Street Digital Experience
Translating an in-store experience to digital.
Concept Design • UX/UI • Content Design
— Overview
Breaking free
Morrisons had recently collaborated with Ocado to repurpose their online platform and delivery network as a way to test the water for online orders. With the agreement coming to an end Morrisons wanted to explore initial ideas for their own bespoke platform, free from the constraints of Ocado's.
— Concept
Aligning experiences
The existing website and in store experience for Market Street were very disjointed. Research showed that customers expected the online experience to be considerably closer to the in-store experience, with more emotional cues. Specifically the feeling of abundance of fresh produce, friendly in-store experts, helpful and informative signage, strong brand messages, clearly marked offers, and clearly defined sections of the store for different produce. All things that are clearly present in store and somewhat lacking on Ocado's repurposed platform.
The initial concept was to replicate how a customer flows through and experiences a store, including inspiration and emotional cues.
— Inspiration
Replicating customer flow
To replicate the customer’s journey through the store, the inspiration was flipped. Putting the first area a customer encounters in store at the top of the page. This way a customer experiences the same things, in the same order, in both spaces.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— Morrisons
Market Street Digital Experience
Translating an in-store experience to digital.
Concept Design • UX/UI • Content Design
— Overview
Breaking free
Morrisons had recently collaborated with Ocado to repurpose their online platform and delivery network as a way to test the water for online orders. With the agreement coming to an end Morrisons wanted to explore initial ideas for their own bespoke platform, free from the constraints of Ocado's.
— Concept
Aligning experiences
The existing website and in store experience for Market Street were very disjointed. Research showed that customers expected the online experience to be considerably closer to the in-store experience, with more emotional cues. Specifically the feeling of abundance of fresh produce, friendly in-store experts, helpful and informative signage, strong brand messages, clearly marked offers, and clearly defined sections of the store for different produce. All things that are clearly present in store and somewhat lacking on Ocado's repurposed platform.
The initial concept was to replicate how a customer flows through and experiences a store, including inspiration and emotional cues.
— Inspiration
Replicating customer flow
To replicate the customer’s journey through the store, the inspiration was flipped. Putting the first area a customer encounters in store at the top of the page. This way a customer experiences the same things, in the same order, in both spaces.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson