Loblaw Advance saw growing demand from brand partners for faster, more actionable insights into shopper behavior and brand performance. While data was available, it was often fragmented and difficult to turn into strategy.

This created an opportunity to build a self-serve platform that could serve as a single source of truth across promotions, distribution, and media. To explore this potential, I led the design of a functional proof of concept focused on retail media insights, laying the foundation for a scalable product offering.

I led the end-to-end product design of the Shopper Insights functional proof of concept. Working closely with product, engineering, and data science, I was responsible for shaping the user experience from early research through to final handoff.

This included defining user flows, designing key interactions and layouts, running usability tests, and rapidly iterating based on partner feedback to ensure the solution was both intuitive and insight-driven.

Launched a working proof of concept in three months, now in active beta with eight major Loblaw Advance partners including Danone, Kellogg’s, Kraft, and Lactalis.

The platform is helping teams save time and make faster, more confident decisions by surfacing clear, actionable insights. It also validated market fit and informed the next phase of product development.