Overview

Everyday rewards is the official loyalty program for Woolworths. As one of the biggest loyalty programs in Australia, it provides various offers to customers.

Engaged customers receive weekly product offers in the app based on previous shops. Through those offers, customers will get rewarded by shopping the same products within a period of time.

👨‍💻 Role

Led the end-to-end design process

❓ Problem

Currently weekly offers are consumed by legacy design, which doesn't fit the business long-term vision.

🎯 Goal

Design a new offer tile that fits the context and vision of weekly offers.

• Tailor to customer offer behaviours ( Activation → Shop → Redeem )
• Fix current boost one to all bug
• Automate offer creation process
• Reusable component for business to scale
• Enable commercialisation of offer features
• Increase offer redemption rate
  
  

✨ Solution

• Create a new offer section to house weekly offers
• Enabling realtime activation by using new api

Archetypes

• Scan scan scan... - Not understand how the program works. Just scan the memebrship card during checkout without activating any offers.

• Boost boost boost... - They are opportunist and rewards enthusiast. Activate every single offers on sight.

• Plan plan plan... - Plan their shop. They are selective on the offers.

Design elements

1. Multiple brands - Business also seeks commercialisation in the near future. The new design needs to cater for a multi-brand weekly offers state.

2. Key dates - Educate customers on the date to activate as well as the expiry date for each weekly booster

3. Activation behaviour - The solution is flexible to accommodate multiple user behaviours. They need to have the option to activate either single or multiple boosters.

4. Multiple offer type - As a brand new offer type, consider how it co-work with other offers without creating an extra cognitive load for customers.

5. Post activation journey* - As a future state, consider how might we help customers to earn bonus points after activating the weekly offers.

6. Enhanced personalisation* - As a pain point, address a better-personalised offer experience that drives better engagement

Design exploration

Gives users a more immersive experience when browsing through weekly offers

Approach 01

• Full-screen view: Gives users a more immersive experience when browsing through weekly offers
• Activate all gesture: Deliver a delightful interaction for customers when activating weekly boosters

User testing

We conducted a user testing session with 6 participants.

Key learnings

1. Participants have no issues with the new horizontal scroll view of the weekly booster. However, not everyone notices the horizontal scroll.

2. 4 out of 6 users think the pull to boost is a very new pattern to them as they assume pull gesture is mostly used for refreshing.

3. Half of the participants would like to boost all the offers on the homepage rather than going to the “see all” page. We revalue the purpose of having to see all pages.

“ Give me the option to boost all on the points tab! ”

" Didn't saw the pull to boost because I was focusing on the scroll, I would make that more visible..."

4. Remind me is quite clear in all the participants perception. It was comprehend as a mean of helping them tracking offers. Most of them thought it would let them choose the time to prompt notification.

“Maybe remind me will give me a alert to on day specifically for me to choose”

Design Iteration

Based on the key learnings from the testing, we made a few changes:

• Engaged users are unlikely to view every single detail of the boosters as they are familiar with the rules

• A big portion of them actually activate whatever offers they receive. They even think of activation as a chore.

Design handoff

What's next

• Post activation journey
• Help customer redeem their points
• Deliver hyper personalised boosters