We turned a consumer-familiar brand into a clear, B2B-focused experience built for procurement managers and operators, letting them find, compare, and order what they need with fewer clicks.
Most people know Safeway as a household-name grocer, but Safeway Business operates as its own banner under Albertsons Companies. It shifts the focus away from everyday grocery shopping and toward offices, facilities, and community organizations, providing breakroom supplies and business catering.
Project Highlights
- Design system in Figma: development-ready files, a component library, and annotations built for a smooth handoff.
- Sitemap & IA strategy: four core pages, Home, About, Main Shop, and Contact, structured around business tasks and buyer roles.
- B2B positioning & microcopy: language shifted from household shopping toward business use cases like offices, daycares, cafeterias, and events.
- Competitor research: patterns pulled from Instacart and Costco Business, distilled into flows and standards built for Safeway.
- Separate mobile design: mobile-first layouts that prioritize quick reorders and catering requests.
- Accessibility (WCAG) pass: color and contrast checks, focus states, keyboard navigation, and alt-text guidance.
- Usability testing (focus group): tasks, observation, and iteration ahead of final mockups.
- Conversion paths: persistent contact and RFQ routes placed on high-intent pages and product groupings.
- Analytics & governance recommendations: GA4 and Search Console setup, an event plan, and a content workflow.
Challenges
Safeway carries massive consumer equity, but business buyers shop differently. The legacy experience leaned toward household shopping, which made office and institutional ordering harder to navigate. We needed to clarify the B2B value around breakroom staples and catering at scale, reduce friction for repeat orders, meet accessibility standards, and keep the experience aligned with the broader Albertsons brand.
Approach
We mapped how office managers, facilities teams, and event coordinators shop, reorder, and request catering, then rebuilt navigation and page models around those tasks. A reusable web design system and focused UI/UX patterns made products, catering, and repeat-order paths easier to scan. We refined supporting branding elements, wrote B2B microcopy, documented SEO fundamentals, and produced development-ready Figma files. Enablement workshops and a governance checklist gave internal teams a clear way to scale content without relying on developers for routine updates.
Outcomes
The redesign gives Safeway Business a clearer B2B story, faster paths to catering and supply orders, accessible components, and a smooth handoff to development, helping the brand feel more relevant to workplaces and organizations.
.webp)
.webp)
.webp)
.webp)
.webp)
.avif)
.webp)
.webp)
.webp)
.webp)
.avif)
.avif)
.webp)
.avif)
.webp)
.png)
