In a 3-horse race between Aldi, Coles & Woolworths, every differentiator is an advantage. With international brands demonstrating success in the UK with their (arguably rudimentary) user experiences, Bundles in Australia was long overdue. My role as the Product Design Lead was to design a best-in-class end-to-end user experience that was scalable to online and in-store modes and multiple offer types, in a time of heightened scrutiny on pricing transparency in Australia’s major supermarkets.
Approach
Through a combination of Competitor Research, Goal-and-task modelling, reviewing existing ‘Specials & Offers’ user journeys and technical implementations, offer-management platform walkthroughs, stakeholder interviews, and numerous FAQs, I mapped out the end-to-end experience using flow charts, UI mockups, and technical notes. While the 10 squads used this to onboard and stay in sync, we designers stayed aligned with customers by rigorously testing everything as we increased the level of fidelity. This ranged from qualitative testing of journey prototypes to quantitative testing of the desirability of different proposition names, layouts of pricing lockups, and future-state concepts.
Value delivered
From the big-picture, end-to-end ‘North Star’ vision of Bundles’ potential scale, I collaborated with my squad PM and several key stakeholders to break down the work into 4 delivery ‘Drops. I collaborated with the other 3 Senior Designers to design roundels, refine micro-copy and craft UI designs for Web, iOS, and Android products. Ultimately, my extended team and I delivered a solution that provides value to customers across Australia, empowers Trade and Marketing teams, offers intuitive picking instructions to in-store pickers and packers, and is even recognisable in utterances to Olive the Chat Bot.
