Woolworths Scan&Go

Project overview

The goal was to uncover the ‘future of shopping’, then assess business feasibility to design the experience from the ground up.

It was my role to ideate, plan and conduct customer research, then design a solution that makes shopping easier.

Discovery research

Exploring attitudes towards in-store technology and how people envision the future of supermarket shopping. My role was to plan & conduct interviews & ideation sessions with participants in lab settings and in field contextual inquiries.

Insight:
Looking deep into the insights, it was clear that most enjoy the instore shopping experience, it was the checkout that they wanted to bypass.

Balancing desirability, viability & feasibility

Great customer experience:
We wanted to create a delightful experience that solved checkout pain points.

Minimal theft:
We knew the risk of theft was potentially higher than previous ways of shopping. The ‘theft rate’ had to be similar or ideally lower than Self Checkouts for the project to be a success.

Lean build:
As it was a new & untested way to shop, we had to minimise interruptions to existing ways of shopping and store teams.

Ideation & concept testing

My role was to take take the designs & journeys that we had created, then put into a digital or paper prototype to get an early idea if we were on the right track. I planned, conducted and synthesised all research sessions.

Challenge:
Testing digital products is fairly simple however testing a ‘phygital experience’ (physical+ digital) added complexity to testing.

One team, one dream

The goal was to align parallel Design, Build & Store Implementation streams of work effectively. I was part of the core product team as well as the broader Woolworths team. I had to consider all areas & departments that our design decisions would affect. Myself and the Agile coach spoke at a Meetup to 80+ people presenting how Scrum & Human Centred Design principles can work together harmoniously.

Challenge:
Working in multidisciplinary teams including agile and waterfall teams had challenges.

Flows & wireframes

I had to create a new way of shopping from scratch that solved a clear customer need. Working with one other designer my role was to design a new way of shopping from scratch. I mocked up journeys, wireframes, ran workshops and built prototypes that were tested with customers.

Challenge:
The different interactions, devices and people that the customer would touch added complexity to all parts of the customer experience.

Service design

The app itself was integral, but so was the overall instore customer & team member experience. My role was to design the experiences for customer & staff interactions, signage, instore kiosks and testing with customer & team members. Acting as a conduit between digital and instore teams.

High fidelity UI design

Scan&Go had to be delightful to use while making shopping easier for our customers. Working with one other Designer, I designed the screens for features including item finder, shopping lists, image recognition scales & exit kiosks. Working closely with a Engineering, BAs, QAs and Product Managers. I also filmed & edited multiple videos to assist with staff training & for stakeholder engagement

Challenge:
We had so many features we wanted to add which meant prioritisation was key.

Results

Voice of Customer scores were considerably higher than benchmark & ‘basket sizes’ were larger than an average shop.

Customers loved the shopping innovation, ease of use & valued a safer way to shop during COVID

Scan&Go was so well received that expansions were made into 60+ stores across Australia with more planned in the future.

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