Bundle Offers Design & Delivery

In a 3-horse race between Aldi, Coles & Woolworths, every differentiator is an advantage.

With international brands like Ocado, Sainsbury’s & Waitrose demonstrating success in the UK with their (arguably rudimentary) user experiences, it was only a matter of time before Bundles hit the Australian market. For customers, the convenience of suitably bundled products already offers a significant reason to buy. Add a dollar-amount discount or Everyday Rewards points to that, and you have a delightful, time-saving moneymaker projected to deliver a significant return in its first year.

My role as the Product Design Lead was to rapidly get up to speed on an existing POC and design a best-in-class end-to-end user experience. This needed to be scalable to online and in-store modes as well as multiple offer types, and legally compliant amidst heightened scrutiny from the ACCC, which was clamping down on pricing transparency in Australia’s major supermarkets.

From the top to the bottom of the funnel, the project involved 10 squads, 4 senior designers, an evolving design system for Web & App, and a diverse array of technical and non-technical stakeholders.

Through a combination of Competitor Research, Goal-and-task modeling, 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, rapid low-fidelity UI mockups, and technical notes.

This artifact was used throughout the project to onboard new team members, from UI Designers and BAs to Commercial teams eager to understand where and when we could promote their Bundles, and Architects needing a clear big-picture view to define a technical solution connecting the multiple back-end systems.

While the 10 squads stayed in sync with a weekly scrum of scrums, we designers stayed aligned with customers by rigorously testing everything. 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.

No decision avoided interrogation. We debated with Tech Leads to deliver the most desirable interface designs. We negotiated with PMs to prioritize incremental enhancements that would improve comprehension in the Cart. We talked for hours with Legal Counsel to simplify the display of savings, which varied based on the products customers selected within their Bundles.

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.’ These prioritised shipping value by enabling Bundles throughout the entire Ecomm journey, then scaling up to introduce secondary bundle types, increasing discoverability with new entry points, and finally enhancing the Cart & Checkout experience.

I collaborated with the other 3 Senior Designers to design roundels, refine micro-copy and craft UI designs for Web, iOS, and Android products. A significant portion of our focus addressed the edge cases—numerous in a product with such intricate logic and so many dependent processes!

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.