Loblaw Digital: Marketplace & Shoppers Drug Mart

Overview

At Loblaw Digital, I designed and delivered customer-facing digital experiences across Marketplace and Shoppers Drug Mart e-commerce platforms. My work spanned web, mobile, and marketing channels, focusing on creating engaging, scalable experiences that balanced strong visual design with usability, consistency, and performance.

Working in a fast-paced, cross-functional environment, I translated business goals and campaign strategies into cohesive, user-centred experiences across multiple touchpoints.

Designing for Multi-Channel Experiences

I developed a wide range of digital assets including homepage components, email campaigns, and paid media, ensuring a consistent and intuitive experience across platforms:

Homepage & Platform Design

Designed hero banners, category tiles, and promotional modules for weekly updates, aligning with campaign goals while maintaining clarity and hierarchy. Created responsive variations across breakpoints to support seamless experiences on desktop and mobile.

Email Design

Designed marketing emails sent to large customer audiences, translating campaign concepts into clear, engaging layouts optimized for readability and conversion. Maintained consistency across touchpoints by aligning email designs with on-site and in-app experiences.

Paid Media (Google & Social)

Created scalable ad systems across multiple formats and sizes, adapting designs for different platforms while preserving visual consistency and brand integrity.

Approach

I applied an iterative, insight-driven design process that combined research, ideation, and execution:

  • Conducted competitive analysis and reviewed campaign performance to identify patterns, gaps, and opportunities

  • Translated insights into net-new creative concepts aligned with weekly business goals

  • Explored and refined multiple directions through feedback and constraints

  • Delivered high-fidelity designs across platforms, iterating based on learnings and stakeholder input

  • Designed with scalability in mind, ensuring assets worked across formats, breakpoints, and channels

  • Collaborated closely with cross-functional partners to align on user needs, business objectives, and feasibility

Impact

  • Contributed to high-visibility, customer-facing experiences across web, mobile, and email touchpoints

  • Helped maintain consistency across campaigns and platforms, strengthening overall brand and user experience

  • Delivered scalable design solutions that improved efficiency in producing weekly campaign assets

  • Supported engagement-driven marketing initiatives through clear, accessible, and visually compelling design

  • Played a role in a fast-paced, iterative workflow, adapting quickly to new inputs, priorities, and performance insights

Reflection

This work helped me think beyond individual assets and focus on the full user experience. Even though the output was campaign-driven, I was constantly balancing user needs, business goals, and platform constraints.

Through competitor research and performance insights, I learned how small design decisions like hierarchy and messaging can impact engagement and clarity. I also started thinking more in systems, creating work that could scale across channels and use cases.

Working in a fast-paced, collaborative environment pushed me to communicate my design decisions clearly, adapt quickly, and continuously improve through feedback and iteration.

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