Case study // Woolworths Own Brands UX 2025
Re-imagining Woolworths own brands experience
The challenge
Woolworths own brands represent a valuable business sector generating higher profit margins, maintaining competitive positioning without depending on manufacturer pricing decisions. For the customer, they provide good quality products at a lower price point and in turn build trust in the Woolworths brand. More then your no frills products these include brands such as Woolworths Food Range, COOK, Thomas Dux and Little Ones. The digital presence suffered from missed revenue opportunities due to low traffic from poor information architecture and unclear page purposes, inconsistent user experiences caused by microsites with different design patterns that disrupted the shopping journey, and outdated legacy designs originally built for desktop that result in poor mobile optimisation.
Understanding the brands…
Working with Brand Managers and using analytics to understand the current state. Often these pages are the only online presence for the brands and need to communicate each individual brand needs, as well as promote product lines. A workshop was conducted with stakeholders to communicate the problem and develop solutions.
Assessing the current state..
Brand pages were historically designed in isolation from the rest of the Woolworths platforms, often by outside third parties. Assessing the individual requirements of each page and identifying common threads aided in developing a templated response.
The customer journey..
Visualising the customer journey allowed stakeholders to understand the value in investing in their brands online presence. New entry points to the pages were proposed to increase traffic. Understanding the customer motivations in visiting the pages aided in forming the final page response.
