Problem

In the wake of updates to their app and a stream of negative feedback, Coles’ focus was on actively regaining their competitive edge against local competitors by enhancing daily utility through the Personalized Value Experience (PVX) initiative. A key challenge was a lack of clear and actionable next steps to get from wishlist items like the ‘world’s best shopping list’ to a prioritized backlog and compelling business case that could secure investment for innovation. As a traditionally tech-led organisation, another challenge was raising the prominence of the voice of the customer and bringing in fresh inspiration to think ‘blue-sky’ without getting bogged down by tech debt, legacy platforms, and tales of failed initiatives from jaded stakeholders.

Approach

I kicked off the project by co-defining clear success metrics with my key stakeholders. Initially, this was to design a series of concept screens for a few feature ideas, to bring the PVX vision to life. However through further 1:1 interviews, I gained deeper insights into the motivation behind the project brief – to build a compelling business case to secure funding for innovation. With this new information, we adapted our approach and focussed on creating UI designs supported by a strategy pack. From a global competitor landscape analysis, I prioritized features into enablers, satisfiers, and delighters to create a shortlist of opportunities relevant to Coles. Then, through 4 co-design workshops with 20+ team members, I used a Lean Canvas template to complete a DVF analysis on each opportunity to create a prioritized roadmap.

Value delivered

In 5 weeks, I, with part-time support from a senior manager, successfully brought the next-generation mobile app experience to fruition and ultimately helped to secure the requested funding for innovation. The deliverables encompassed 40+ app features, prioritized according to Marketing’s ‘Wishlist’ combined with an Effort vs Value score and identified cross-stream technical dependencies. Additionally, a comprehensive mapping of all features back to the PVX OKRs was provided to clearly communicate their value to the business. To further inspire stakeholders, 25 future-state concept designs were presented, vividly bringing the PVX vision to life.
Services provided
// Stakeholder alignment
// Competitor landscape analysis
// Feature prioritisation (DVF analysis)
// Strategic Backlog creation
// Proposal pack
// UX Design
// UI Design
*Detailed deliverables available on request