A centralised guidelines hub for Asda suppliers — reducing friction, cutting media rejections, and improving implementation rates from 95% to 98%.
The Challenge
Suppliers were struggling with PDF-based guidelines, leading to high rejection rates and constant questions for the account team. A better solution was needed.
The Solution
A bespoke, interactive guidelines website with in-situ examples, accessibility guidance, downloadable templates, and a FAQ section — tested with real suppliers.
The Challenge
UX · Strategy · Documentation
While working with Asda's Campaigns team on supplier-funded content, I was responsible for creating ad specifications and requirements for digital web banners. The existing PDF guidelines were difficult to navigate, led to frequent supplier questions, and resulted in a high rate of media rejections.
I designed and developed a comprehensive, bespoke guidelines website — offering clear, step-by-step instructions with in-situ imagery, examples, and WCAG accessibility guidance. Suppliers could browse bookable media formats and access detailed requirements for each template.
Process & Approach
Research · Design · Build
I aligned the hub with Asda's brand guidelines and designed a centralised portal where suppliers could browse all media formats with their specific requirements. I conducted user testing with real suppliers to identify usability issues, validate decisions, and improve the experience before launch.
The design guidelines were later adapted for Asda's new CMS — maintaining the original architecture while optimising for standardised components and modular design elements.
Results
Impact · Outcomes
The guidelines made design template information significantly more digestible for suppliers — with accessibility guidance, shortcut buttons, easy-to-use media, template instructions, and direct download links all in one place.
95→98%Media implementation rate
↓↓Supplier questions & rejections
FAQPages introduced to cut queries
Compared to the previous PDF guidelines, there was a significant decrease in questions from suppliers — freeing up account managers and reducing unnecessary back-and-forth. The media implementation rate increased from an average of 95% to 98%.
