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Bryn Rayfield
Product Designer
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
Explore 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).
Concept testing
Design rapid prototypes to get quick feedback from customers. 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.
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.
How might we...
Alleviate the pain of queues & create a seamless experience for customers & store staff?
Solution design
Flows & wireframes
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.
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 to staff interactions, signage and 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
Design
Flows & wireframes
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.
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 to staff interactions, signage and 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
Results
Customer feedback
Voice of Customer scores were considerably higher than benchmark & ‘basket sizes’ were larger than an average shop.
Publicity
Customers loved the shopping innovation, ease of use & valued a safer way to shop during COVID
Expansions across Australia
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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