Asda Design Template Guidelines

The Challenge

While working with the Campaigns team specializing in supplier-funded content on the Asda Groceries website, I was responsible for creating ad specifications and requirements for supplier-provided digital web banners.

I designed and developed a comprehensive, bespoke guidelines website for suppliers, offering clear, step-by-step instructions on creating banners and media for our advertising platform, Criteo. To ensure clarity and ease of use, I incorporated in-situ imagery and examples that illustrated banner display, highlighting key guidelines such as minimum text size, colour contrast, and WCAG accessibility standards. Additionally, I provided detailed instructions on layout, package contents, and lockup placements within PSD files, ensuring suppliers had all the necessary resources for consistent and high-quality content creation.

Process/Approach

Aligning with Asda's brand guidelines, I designed and developed a centralised hub for all funded design guidelines and templates. This portal allows suppliers to easily browse bookable media and access detailed information on the specific requirements for each media template.

I conducted user testing with suppliers to identify usability issues, validate design decisions, and enhance user experience. This improved product performance and ensured accessibility through early feedback.

The design guidelines were adapted for the new CMS, maintaining the original page architecture while optimising within the constraints of standardised components and modular design elements.

Results

These guidelines have helped to make design template information more digestible for suppliers, including accessibility guidance, shortcut buttons, easy-to-use media, use of template instructions and download links. The guidelines have resulted in improved efficiency for the team, less media rejections and a smoother user experience for clients and suppliers.

Compared to our previous PDF guidelines, we found there was a significant decrease in questions from suppliers and freed up a lot of time for account managers within the team. As part of the guidelines, frequently ask questions pages were also introduced, further cutting down the need for additional communication from the supplier

Notably, our media implementation rate increased from an average of 95% to 98%, highlighting the effectiveness of the new guidelines.