A new standard for Employee Experience
Albert Heijn
@AH is the new personal employee app for Albert Heijn, the largest supermarket chain in the Netherlands. Designed with and for store employees, it brings the consumer-grade digital standard people know from everyday apps into the workplace, consolidating fragmented tools into one coherent experience.
Situation and challenge
Albert Heijn, the largest supermarket chain in the Netherlands, faced a growing gap between the consumer‑grade digital experiences employees knew from everyday apps and the fragmented, 40+ tools they had at work. Our challenge was to understand the needs of different employee groups and turn those insights into a the next best standard for in-store employee experience.
Ecosystem design
User research
UX Design
Delivery
Phased approach
EnterpriseNext is a two-track user-centered workshop
Users
The users are at the centre of the initial discovery. Through various exercises, we establish their pains and needs in their day-to-day, imagine the ideal future, and start sketching and prototyping with them for potential solutions.
User activities feed business activity
Pain point analysis ->
To-be Journey Mapping ->
Ideation ->
Sketching ->
Feature prioritization ->
Prototyping ->
Business
The business can merely listen to what is being said by the users. We guide them through exercises to see what the value is of what the users want, and help them think about technical changes needed in their organization.
User inputted business activities
Listen
Benefits case
Case for change
Architecture vision
Feature impact analysis
Roadmap/backlog planning
The EnterpriseNext in short
The ambition was an admirable one. In order to create a good employee experience. The first thing we did, was listen.
40+
apps in use
The ambition was an admirable one. In order to create a good employee experience. The first thing we did, was listen.
We created an interactive prototype of a tool that helped them achieve their ideal day.
Phase 2
Development of @AH was done according to design thinking. Through the Double Diamond approach this solution was not only designed for the people of Albert Heijn, but above all, designed with them.
Double diamond approach
Discovery
An initial discovery only goes so far. With tens of thousands of employees, Albert Heijn needed a strategy for transforming the in-store experience. We conducted in-depth research on the current employee experience using both quantitative and qualitative methods. This helped us identify target groups, map their journeys, and create a shared vision for improvement.
Discovery activities
Expert interviews
We did 36 interviews to map the experience of the employee
Survey
To further gain insight in nation-wide technology use and define ROI.
Inspiration session
Look at global best-in-class experiences for employees.
Guiding principles
Underpinning beliefs that would guide decision making and strategic vision.
Service safaris
We took on the role of employees ourselves to better understand them.
Shadowing
We interviewed employees as they used various existing solutions.
Scoping
Underpinning beliefs that would guide decision making and strategic vision.
Audit current solutions
We took on the role of employees ourselves to better understand them.
Discovery deliverables
Target groups/personas
We made 4 defined target groups, each encompassing various of the 12 total roles that fit into the same category.
Customer journey maps
We defined all the phases, steps, actions, painpoints, moments that matter, emotions, channels and more in order to get a full grip of the current ànd desired employee experience.
Architecture landscape
Albert Heijn made the admirable decision to build features first that would be most desired by users, even if it meant less value for the business. We prioritised based on viability, feasibility, and desirability.
Define
After the initial exploration, the focus shifted from understanding the problem to making deliberate choices. The Define phase was about creating clarity in a complex landscape and establishing a shared direction for what the employee experience needed to become.
Define deliverables
Communication
Scheduling
Task management
Products
Support
Defined epics and features
Using all gathered insights, we grouped pain points and opportunities into epics and features, creating a clear backlog of improvements.
Scoped our MVP
Albert Heijn focused on building the features most valued by users, prioritizing desirability, feasibility, and viability - even if it meant less immediate business value.
Long term roadmap
We made a backlog and roadmap on how structurally expand the MVP into a more lovable product over time.
Design
We designed a clear, user-focused design to align with the needs of the employees. All in line with Albert Heijn their world class design system. All the work essentials, right at your finger tips.
Timeline
From the timeline you can access all essential functionalities. Stay informed on the latest updates from your store colleagues, have all your daily work content, get news from Albert Heijn, and switch stores in case you work cross-store.
Updates from your coworkers
Switch between news
Switch stores
Onboarding screens
Designed to keep work in the app and out of your personal messages, so you can focus when you're on and unwind when you're off. No shortcuts, no compromises. Crafted to meet industry benchmarks and ensure seamless adoption.
messaging
Mark as read, unread or mute
Create and manage groups
Proof points
2024
Silver winner of the Dutch Interactive Award
Category Tools
Adoption
Daily use