Albertsons came to Critical Mass with a unique dilemma: how can we message the current location within the site to the customer, without overwhelming them with an extensive UI. The initial solution, proposed by the Art Director at the time, sought to utilize a series of interconnected drop down boxes that helped to illustrate the location to the user. Seeing this solution as adequate, I sought to improve upon it. I brainstormed several solutions privately and returned to my Art Director and Creative Director with the solution noted above. Both of them had high confidence that it would succeed, even though the client had already been shown the previous option. When presented to the client, the result was an overwhelming “yes” and the designs were implemented and caused increased engagement (and ease of use) across the board.