WOOLWORTHS, EVERYDAY REWARDS
Designing a new web experience for Everyday Rewards to give members a seamless experience across the Woolworths Group.
PROBLEM
Everyday Rewards offers a wide range of products and services but they are accessed via multiple, disconnected touch points. The new website sits at the heart of the Everyday Rewards ecosystem, acting as a single entry point to the Woolworths Group’s seven unique products and services: Everyday Rewards, Everyday Market, Everyday Pay, Gift Cards, Everyday Mobile, Everyday Insurance and Everyday Extra.
APPROACH
The approach to our research focused on identifying and testing the optimal Everyday navigation and homepage experience, with a business objective to ensure clarity and usability across web, responsive, and app platforms while supporting shopability. Leveraging insights from qualitative methods and data, our research guided strategy and design decisions to deliver a seamless and consistent customer experience. Our iterative approach built confidence across the organisation and supported rapid execution of web and app navigation and homepage, ensure a consistent brand experience across products and services, and inform subsequent rounds of research and design iterations.
OUTCOME
The unified Everyday ecosystem will enable members to discover services and offers, provide quick access to key features, and introduce personalisation to enhance the user experience. This user-centric, evidence-based approach lays a strong foundation for future scalability over time as we test and learn in the wild.
