CLIENT:
AUCHAN
DURATION:
6 MONTHS
ROLE:
CX RESEARCH, SERVICE DESIGN
project overview.
I worked closely with Auchan’s Customer Relations & Checkout Director and her team to analyze NPS surveys, Google reviews, and other customer and employee feedback. I prepared survey and interview frameworks, presented them to the client for validation, and delivered research insights to the relevant teams. I also participated in large on-site client presentations, presenting findings alongside our CEO, Head of Design, Deputy Managing Director, Head of Data Science, and Head of Tech.
Skills involved:
CX Research
Surveys & Focus Groups Framework Design
Insight synthesis
Service Blueprint
Client Presentations
business context.
Adapting a Retail Giant to Evolving Consumer Needs.
Auchan, a leading French retailer and member of the Mulliez Group, is undergoing a deep transformation to reconnect with customers and reclaim its competitive edge. Faced with shifting habits and rising digital expectations, Auchan set out to redesign both online and in-store experiences—placing customer needs, operational efficiency, and omnichannel coherence at the heart of its strategy.
challenge.
How can a legacy retailer bridge the gap between digital and physical experiences, enhance customer satisfaction, and streamline internal processes to create a seamless shopping journey?
objectives.
Understand customer dissatisfaction, needs, and expectations across all sales channels (Drive, Hypermarkets, Supermarkets, Home Delivery, and Click & Collect).
Optimize purchase journeys on the app and website.
Streamline the connection between digital and physical channels.
Deliver a detailed service blueprint.
approach.
1/ Reseach: diagnosing the Auchan Experience
We launched a comprehensive research phase combining large-scale quantitative and qualitative studies, AI-powered data analysis, and field observations. This multi-pronged approach helped us map the full customer journey, uncover key friction points, and identify clear opportunities to improve the Auchan experience.
Customer Journey Mapping & AI-Powered Insight Analysis: Mapped user journeys and partnered with data scientists to analyze Auchan’s internal data—verbatim from satisfaction surveys and Google reviews—using an AI-powered methodology we developed specifically for this project: the TBWA Insight Path. This innovative approach revealed key friction points, satisfaction drivers, and their intensity across the customer journey.
Large-Scale Surveys: Designed and launched 8 surveys reaching 25K+ customers and 2.5K employees to validate and deepen insights from the initial analysis. Synthesized findings and presented strategic recommendations to stakeholders.
Qualitative research: Led 10+ focus groups with customers and employees to refine, enrich, and validate quantitative insights through real-world perspectives and expectations.
Digital audit: Assessed Auchan’s app and website using 27 UX criteria, identifying 82 critical issues.
Collaborated with the data team to analyze 423K user behaviors across 150M interactions, uncovering drop-off patterns.
2/ Service Blueprint: Synthesizing Findings to Shape the Future Experience
Co-designed future journeys and ran ideation workshops internally and participated to alignment workshops with Auchan. Proposed new services to bridge digital and physical channels, and defined user stories to align teams on key features and priorities.
Client Co-Creation Workshop: Facilitated a collaborative session with internal teams and clients to map future service opportunities across key journey stages.
Final Service blueprints: Delivered 4 tailored blueprints covering Auchan’s key retail formats (In-store, Click & Collect, Shipping, Hybrid), translating research into actionable service improvements.
takeaways.
This end-to-end research delivered Auchan a strategic, actionable roadmap to redesign its retail experience around real customer needs. Beyond validating assumptions, we uncovered high-impact insights that shaped clear design and business opportunities. The client praised the depth of analysis and the clarity of direction—a result of translating complex data into meaningful, user-centered strategies.
team collaboration.
Head of Design
Deputy Managing Director
a fellow UX Designer
UI Designer
Product Designer
Head of Data Science
Data Scientist
2 Project Managers
