Carrefour is one of the world's largest retail chains — in the Middle East, Africa, and Asia it operates under franchise through Majid Al Futtaim, one of the region's most prominent holding companies.
The franchise spans 15+ countries — including the UAE, Saudi Arabia, Egypt, Pakistan, and Kenya — with hundreds of hypermarkets, supermarkets, and convenience stores serving millions of customers annually. Majid Al Futtaim's Carrefour is one of the largest omnichannel grocery and general merchandise retailers in the region, operating both physical stores and a rapidly growing ecommerce platform. With vast product ranges spanning fresh food, electronics, clothing, and household goods, the online experience needed to be as clear and trustworthy as the in-store one — handling promotions, giveaways, and loyalty rewards without overwhelming shoppers.
Embedded UX/UI designer on the Carrefour ecommerce team — working across the homepage, core shopping journeys, product discovery, and the MyClub loyalty programme.
The challenge
Carrefour's ecommerce platform had to handle a vast, constantly changing product range — fresh food, electronics, clothing, household goods — alongside rotating promotions, giveaways, and a loyalty programme, all without overwhelming shoppers or eroding trust.
Customers needed to find the right products quickly and feel confident in the experience — from homepage through to checkout. The existing design made this harder than it needed to be.
My approach
I focused on the homepage and core ecommerce journeys — restructuring how promotions, featured products, and categories were surfaced so the experience felt clear and trustworthy rather than cluttered.
In parallel, I designed the MyClub loyalty programme UX and visual identity, and improved product discovery and checkout flows to reduce friction on the path to purchase.
A Discover → Define → Design → Deliver process — grounded in understanding how customers shopped the platform and where friction was costing Carrefour conversions and trust.
A redesigned homepage, streamlined shopping journeys, a MyClub loyalty experience, and an improved product discovery and checkout flow.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.