We didn't want a President's Choice redesign to be just another e-comm catalog site. For a company that offers living essentials, there was a good opportunity to create an experience that would have people coming back for more. To do this, content needs to be both fresh, and relevant.

While the freshness of content is generally in the hands of content managers on the business side, there were certainly ways we could help users to personlize the site. It didn't need to be intrusive, just enough bits here and there that tell customers the site is listening. Things like bookmarking mechanisms for food and recipes, ratings and comments, and voting suggested products up or down are a few of the tools we employed.

The other key challenge was ensuring that PC's other business units like financial and telecom would fit into the experience. This meant creating unique templates for different sections to ensure giving that business the best platform to interact with their consumers, while letting the design create a cohesive feel between them.