Alta Convenience: UX Improvement for Multi-Location Retail

Overview

Alta Convenience, a growing multi-location convenience store chain, partnered with Fruition to improve the digital user experience across their web presence, making it easier for customers to find locations, explore offerings, and engage with the brand.

Challenge

With multiple locations and a diverse product offering, Alta Convenience needed a digital experience that could serve both local customers looking for their nearest store and corporate stakeholders interested in franchise opportunities. The existing site wasn’t optimized for either audience.

Approach

Fruition conducted UX research including user journey mapping, competitive analysis, and stakeholder interviews to identify the key friction points in the digital experience. The team redesigned the information architecture, implemented location-based features, and created a visual design system that reflected Alta’s brand identity.

Results

The UX improvements created a more intuitive digital experience for Alta Convenience customers, with streamlined location finding, improved product discovery, and a stronger brand presence across all touchpoints.