Case Study: Safeway Business achieves clearer B2B ordering and faster repeat purchases with Brand Vision

Safeway Business streamlines ordering with Brand Vision through a four-page B2B redesign

Safeway Business, a B2B banner of Albertsons Companies providing breakroom supplies and catering to organizations, faced a challenge. Its online experience was designed for consumer grocery shopping, creating friction for business buyers like office managers and event coordinators who needed to order supplies at scale. Brand Vision was engaged to redesign the website to better serve these B2B use cases.

Brand Vision implemented a new B2B-focused UX design and web strategy. This included a new sitemap and information architecture, a mobile-first design system built in Figma, and microcopy repositioned for business contexts. The solution featured faster paths to reorder and request catering, met WCAG accessibility standards, and provided a clear handoff to development. The redesign gave Safeway Business a clearer B2B story and more efficient ordering paths, making the brand more relevant to its target organizational audience.

Safeway Business