El Super website
El Super website
El Super website
Modernizing a $3 Billion Market Leader
The Challenge El Super, a major supermarket chain owned by Grupo Chedraui with locations across six states, needed a digital transformation. The primary objective was to modernize a dated interface to meet strict California legal standards while supporting a massive influx of weekly traffic.
Modernizing a $3 Billion Market Leader
The Challenge El Super, a major supermarket chain owned by Grupo Chedraui with locations across six states, needed a digital transformation. The primary objective was to modernize a dated interface to meet strict California legal standards while supporting a massive influx of weekly traffic.
The Problem: not be ADA compliance
The legacy site suffered from poor readability, broken responsiveness, and low-quality graphics. Most critically, it failed to meet ADA Compliance, a legal requirement in California. With over 14,000 users visiting every week specifically to view "Weekly Ads," the platform was failing to serve its most active customers.
The legacy site suffered from poor readability, broken responsiveness, and low-quality graphics. Most critically, it failed to meet ADA Compliance, a legal requirement in California. With over 14,000 users visiting every week specifically to view "Weekly Ads," the platform was failing to serve its most active customers.
The Solution
I led a comprehensive redesign that prioritized warmth, inclusion, and high-performance functionality. Key actions included:
Mobile-First Strategy: Research revealed that the vast majority of users accessed the site via mobile. I prioritized responsive design to ensure the "Weekly Ad" experience was seamless on every screen.
Technical Compliance: Navigated complex accessibility requirements to ensure the platform passed 100% of ADA Compliance tests.
Design System & Interactions: Developed a lightweight design system using Antenna and Open Sans to ensure long-term maintainability. I also integrated "delightful interactions" and subtle motion to make the grocery-browsing experience memorable.
I led a comprehensive redesign that prioritized warmth, inclusion, and high-performance functionality. Key actions included:
Mobile-First Strategy: Research revealed that the vast majority of users accessed the site via mobile. I prioritized responsive design to ensure the "Weekly Ad" experience was seamless on every screen.
Technical Compliance: Navigated complex accessibility requirements to ensure the platform passed 100% of ADA Compliance tests.
Design System & Interactions: Developed a lightweight design system using Antenna and Open Sans to ensure long-term maintainability. I also integrated "delightful interactions" and subtle motion to make the grocery-browsing experience memorable.
The Results
Massive Engagement: The platform now successfully handles an average of 40,000 visits per month.
Operational Stability: A cleaner, more maintainable codebase resulting in fewer bugs and a "calmer, happier" client experience.
Full Accessibility: A 100% functional, ADA-compliant 12-page WordPress platform that serves a diverse North American market.
Massive Engagement: The platform now successfully handles an average of 40,000 visits per month.
Operational Stability: A cleaner, more maintainable codebase resulting in fewer bugs and a "calmer, happier" client experience.
Full Accessibility: A 100% functional, ADA-compliant 12-page WordPress platform that serves a diverse North American market.