A few years ago, I was at a presentation by Don Norman at the NNGroup Usability week. During his presentation, Don said that “the product is more than the product”. It didn’t really hit home at the time quite how much extra product a product can really have until recently.

We use Ocado for our weekly shop and the user experience is fantastic, more than just online shopping or food delivery, everything is set up to make it as simple as possible for you.

Your shop is delivered in a specific, short time window. Contrast that to other delivery companies who give you a half day or worse still a day window.

The printed bill that the people doing the delivery give to you is organised into what you will do with your shipping next – cupboard, fridge, freezer. Better still the food is organised into bags in the same way and they are colour coded.

The bill also summarises where you have saved money all into one section. You could say this is good marketing for them but it’s also good in financially tight times to see how much you’ve saved.

Finally, they’ll pick up your bags from last week for recycling and give you a free paper. Genius!

All of those things are separate from the online shopping experience which is equally as pleasing and now available on the iPhone

Well done Ocado. Showing everyone how it should be done!