Case Study: ASDA creates a user-friendly online grocery shopping experience with Nucleus

ASDA launches user-friendly ASDA@home with Nucleus, voted most user-friendly online supermarket by Which? Magazine

ASDA, a UK supermarket chain, commissioned the digital agency Nucleus to develop the content architecture and user interface for its new ASDA@home e-commerce service. The challenge was to create an online grocery shopping experience that would attract and retain customers.

Nucleus designed and built a user-friendly web interface on the BroadVision eCommerce platform, integrating it with ASDA's legacy systems. The goal was to enable customers to complete a typical weekly shop online in minutes. The solution was highly successful; ASDA@home launched in November 2000 and was voted the most user-friendly online supermarket by Which? Magazine. Nucleus's work had a lasting impact, with the site retaining much of its original information architecture and design ethos for over fifteen years.

ASDA