Everyday Rewards

Project overview

Woolworths Rewards has the biggest loyalty customer base in Australia with over 13 million members . Previously, the only interaction customers had with offers was through marketing e-mails and if they logged in to the site (which was rare). There was opportunities to make Rewards more convenient for shoppers.

Multiple digital touch points

My role varied across the different Rewards products & features:
- Woolworths Money app (Research & UX Design)
- Rewards on Apple Pay & Google Pay wallets (Research & Service Design)
- Digital receipts & offers in the Everyday Rewards app (Discovery Research)
- Everyday Pay QR payment (Discovery research & Service Design)

Discovery research

I helped run workshops with key stakeholders across Woolies to uncover pain points & opportunities that a Woolworths Rewards app could bring. I then conducted customer interviews that explored how people currently engage with loyalty programs, phone use in-store & overall thoughts on Woolworths Rewards.

Insights & recommendations:

One pain point was how shoppers engage with offers. Between activation & redemption there is a ‘dead zone’ period where people lost interest. Customers were craving a way to browse, interact and activate offers in a simpler way.

Concept design

Everyday Rewards has over 12 million members from a variety of backgrounds with a variety of behaviours & tech saviness. Giving members the choice of how they interact with Rewards was essential. I designed multiple interactions for applying Rewards instore, onboarding & payment at the checkout.

Checkout Experience Design

Data showed that shoppers that use the self checkout are often more tech savvy & focussed on speed. Our hypothesis was if we designed the instore experience for these people first it would help get projects off the ground quicker. I designed the checkout experience for the Money app, Rewards on Apple Pay/Google Pay & Everyday Pay.

High fidelity UI Design

As the sole Product Designer within the Services team, it was my role to research improvements, design solutions for the Money app. I then worked with product & engineering teams to implement. The Money app increased checkout speed and is rated 4.1 on Google Play with 100k+ active monthly users.

Results

Rewards app business case: The research findings were the catalyst to build the first Woolworths Rewards app and were used in the product business case.

Increased basket size: Rewards app users had a significantly larger average ‘basket size’ (dollar value of shop)

1 million using digital receipts: Digital receipts were adopted by over 1 million Rewards app users which resulted in significantly less wastage

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