web page builder software

Project Objective

The goal of project was to help the LCBO deliver on their objective to continuously improve the mobile app experience, increasing engagement and satisfaction as companion to the physical store.

1. Customer Engagement

Making the LCBO experience more enjoyable for customers. Inspiring and educating customers with relevant content.

2. Sales Growth

Driving incremental sales. Presenting up-sell and cross-selling opportunities. Encouraging browsing and increasing dwell time.

Project Background

The LCBO is also the chief supplier of alcoholic beverages to bars and restaurants in Ontario. LCBO asked us (Kinetic Cafe) to evaluate their current retail experience both physical and digital and recommend areas where they could improve and embrace new technology.  

My Role

Competitor Analysis

Stakeholder Interviews

Brainstorming and Ideation Sessions

Customer Journey Mapping




User Interviews

Usability Testing

UI Library Design

UI Design.

I was the Interaction design lead on this project, leading the UX design process and prototyping. This included initial sketches and mocks, core wire frames and user flows and from there on to higher fidelity designs and prototypes for testing.

As the project progressed I established some core UI style and design components which allowed me to then delegate some screens of the experience to other members of the design team.

Research & Analysis

To start with LCBO provided us with a lot of their own sourced data and research. This included in depth customer segmentation reports, personas that they had established for their customer base, shopping habits, social media usage, time spent in store, shopping patterns.

Stakeholder Interviews

We spoke with multiple levels of LCBO stakeholders from executives and store clerks to shipping and receiving to ensure that we understood the business needs from all aspects and that we were considering their needs and goals before starting. 

Competitive Analysis & Inspiration 

LCBO is in quite a unique position in that it essentially is an monopoly in Ontario. That said, there was still value in carrying out analysis on other consumer product experiences that were similar to LCBO to learn from them and other companies to assess how they have innovated in their in-store experience to gain insights and inspiration. Some of those included;

Aldo Connected Store

ALDO’s mobile app enables their customers to connect with stores and access personalized product recommendations, contextual brand and product content, in-store deals and promotions and instant self-service tools.

Ikea Store Companion App

The new IKEA in-store app helps you plan your visit to the store so you get more done. It makes finding exactly what you want easier and faster. The app also gives you quick access to your shopping list and lets you check off products when you pick them up.

Surveys & User Interviews

We conducted surveys on LCBO.com and participated in customer intercepts outside of LCBO locations around the province to gather more information about how their customers felt about their current experience in those various locations and how that potentially differed.

From these engagements one insight we learnt was that customer wanted a more tailored experience than what the current LCBO app provided. They were unaware of the special events or promotions that were being held in their local location.

Customer Journey Map

We looked at the current experience of the LCBO customer. What were the pain points, where we could identify potential areas of opportunity to improve and innovate on. As our insights grew we tracked them on the journey map. We also used Affinity Map to categorize and group our insights.

Brainstorming & Co-Creation Workshops

After establishing some initials areas in the current experience that needed improvement, we ran some brainstorming and ideation sessions internally with the team to explore ways in which we could improve and innovate on them.

I also facilitated with some co-creation workshops with our stakeholders where we ran brainstorming exercises, card sorting and re-imagine workshops.


After laying out all ideas and grooming the feature list we defined our minimal viable product.

White boarding and Sketching

From the external and internal ideation session I then started sketching out some intial ideas and concepts that aligned to the customer journey map we were developing. Review the concepts with the colleagues and stakeholders to get their feedback and agree on the overall direction. 

Wireframes and User Flows

After creating some initial sketches I then moved into wire frames and user flows to expand on some ideas. Review the concepts with the colleagues and stakeholders to get their feedback and agree on the overall direction. Then tested these initial flows with user provided by LCBO.

User Flows

Prototyping & High Fidelity Mocks

Earlier designs and prototypes that were tested with users both in a in-person setting during focus groups and using Usertesting.com. Then applying that feedback to improve the experience and start to develop core features from the prioritization list.

Product Features

Personal Store Dashboard

Greet customers with a personalized store dashboard that gives them instant access to a suite of features and contextual content that will enrich their LCBO shopping experience.

Mobile Concierge

Always-ready shopping assistant that helps user find perfect products and plan perfect occasions based on their unique needs.

The mobile concierge can also help customers find the perfect LCBO gifts for their friends and family.

Instant Search Builder - visual tool to quickly specify for products by category, type, country, region, flavour, occasion, food pairing and price point.

Product Discovery

Empower customers to connect with products for instant access to detailed product information that provides them with an inspiring and educational purchase aid while shopping in LCBO stores.

Personal Taste Profile

Enable customers to create user profiles that allow them to store and manage their product picks and customize their ‘Taste Profile’ to receive a personalized LCBO shopping experience.

User Testing

We tested the prototype in a controlled environment at the new LCBO concept store on Queen East. We gave some customers the new prototype app and asked them to try using it as companion to their shopping experience. We interviewed them upoun exiting the store and recorded their responses. The tests provided qualitive feedback that we able to then present to LCBO stakeholder to progress the project futher. 

During the user testing, we focused on:

Measuring the application’s usability and ease of use

Conducting systematic observation to determine how well customer can use the product

Conducting qualitative research + usability testing used in combination to better understand the LCBO customers perceptions and motivations

Observing how a customer behaves in a realistic manner

Obtaining qualitative feedback on store companion experience

The Results

Within the 5 months of working on this project, we spoke with 50+ end users, 30+ internal stakeholders, conducted 4 rounds of usability testing, and produced a validated interactive prototype for the senior LCBO leadership team to review. The LCBO used our concepts as the propelling force for upgrading their sales model and technology systems to enable a connected store.