— Your local is now
even closer
— The brief
We were tasked with discovering and defining a mobile app to complement the current BWS website whilst exploring, enhancing and expanding functionality throughout.
How might we provide the easiest way to purchase drinks by offering a highly localised, personalised and convenient shopping experience
— Design principles
Using our knowledge gained from numerous stakeholder interviews, as well as the experience vision (above), we were able to formulate clear principles on which to develop our product with the project team.
— Approach
It was crucial to understand the current customer browsing and purchasing journey so we partook in several site visits, customer interviews and deep dived into a huge resource of survey feedback.
This, coupled with stakeholder insights, allowed us to formulate current and future customer journey maps so we could explore pain points and opportunities.
Four key personas were created early on to guide us through our customer journey mapping sessions.
Through the discovery and define stage it became apparent that an app could perform much better in tracking deliveries, and by connecting the loyalty program within the product, and communicating directly with engaged customers, we could align to our design princples and enhance the whole experience.
The project team engaged in several sketch sessions to ideate for features. These were iterated on and then votes were cast to select which ideas were most feasable, and they formed the basis of the wireframes.
Before proceeding to the development stage, we did some user testing with a number of potential customers to get more insights, look for pain points, and see if the app resonated with them.
We discovered overall that users were keen to download and use the app, with the delivery mechanics and UI performing strong. Areas that needed improvement or encouragement included the sign in process, where most users wanted to remain a guest rather than being forced to login.
— Solution
BWS is now on demand, with customers able to get drinks delivered ASAP with real time delivery tracking, or pick up in under 30 mins from more than 1,300 stores, straight through the app.
Customers also have easy access to their Woolworths Rewards, and are able to check their points status and earn points with every purchase, as well as get alerts when their favourites are on special.
