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Woolworths Everyday Rewards

Project overview

Woolworths Rewards has the biggest loyalty customer base in Australia. Previously, the only interaction customers had with Rewards was through marketing e-mails and if they logged in to the site (which was rare).

My role was to plan, lead and carry out customer research to uncover insights into how we could improve the experience. This was focussed around contextual inquires to understand pain points in context of shoppers lives.

Discovery Research

Problem statement:

Shoppers lose engagement in Rewards due to a ‘dead zone’ between offer activation & redemption

Solution design

Results