Case Study: Woolworths Journey Map
How can Woolworths continuously improve it’s digital capabilities to grow consumer adoption of digital channels?
Earlier this year, I was brought onto our consumer team to help identify opportunities and reimagine the Woolworths customer journey. This was a side project that came out of the team’s passion for the customer and growth sector.
Background Research.
To begin, we started by understanding where Woolworths is currently sitting by pulling insights from the IBIS World Grocery Report 2020.
Looking at Woolworth’s current digital landscape, we understood that in F21 Q3 Woolworths has:
Obtained +1.5m e-commerce customers
90.5% Increase in eCommerce sales since Q3 2020
47.7% YoY growth of average weekly traffic growth
Furthermore, the projected growth of digital channels is going to be 5x the amount of physical channels (Reference Fig. 1).
Competitor Research.
To understand any areas of opportunities and gaps that Woolworths may have, we did an in depth analysis of grocery retailers globally.
Areas of Opportunity
Onboarding
Simplification of the onboarding process, and providing more incentives for users to sign up.
Promotions & Savings
Being able to offer competitive pricing and promote better loyalty rewards.
Convenience
Reducing the time it takes to shop, creating a seamless user experience.
Gamification
Activate user interest through interactive online shopping experiences.
Tech Innovation
Integration with emerging technologies such as AI and for insights and home assistants.
Personalisation
Understand user preferences and tailor search and results to individuals.
Customer Persona.
Let’s bring our focus to one persona:
“I can’t leave the baby alone at home, I also don’t have time or energy to shop”
Name: Sarah Pearson
Age: 33 years old
Goal:
To find a convenient and flexible way to buy my groceries so that I can get on with caring for my newborn.
Bio:
First time mother
Lives with partner
Moderate Technology user
Lives in outer metro major Australian City, 20 minute drive from shops
Habits
Shops once per week
Shops at her local Woolies store
Never shopped online
Cooks occasionally
Pain points:
Difficult to shop with a baby, pram and all the items
Reduced salary and parental leave - on a budget
Online shopping is confusing
Sharing Responsibilities - little support as primary carer
Tired and time poor
Lots of bulky items (nappies, baby formula etc.)
Opportunities:
Guided buying of products
Easy to add and cook recipes
Better savings
Convenience
Consolidated shopping lists
Future State Journey Map.
In the journey map, we looked at a ‘typical’ online grocery shopping journey, from the trigger, to onboarding, research, selection, transaction through to delivery and post-transaction. We categorised all the opportunities we have identified through our research and investigated pain points and happy moments of our persona at each stage.
Low fidelity prototype:
With the user journey, we chose 3 of the opportunities to focus on, the trigger, onboarding and also a new browsing experience. For these mockups we wanted to just simplify the flow for someone like Sarah who hasn’t shopped for groceries online. It has a guided process inspired by the likes of hello fresh, where the sign up is a stepped process and there are no distractions.
We saw that In a buggy did a shop by aisle and a 3d virtual store , we thought this was a super fun and interactive way to shop and can bridge the gap between online and in store. It also helps with those people who struggle to find things online, all the products are exactly where they would be in store.
Trigger.
Opportunities:
Competitive incentives
Bridge the gap between physical and online
Actions:
Sarah is a everyday rewards member and she recently shopped in store at woolies, she actually realises that there’s an offer for 1 month free delivery and 10% off her first order when she shops online.
She goes home and puts this receipt on her fridge. . .. few days later she’s running low on supplies. So she scans the receipt and she’s taken to the Woolies onboarding page.
Onboarding.
Opportunities:
Sign up with rewards membership or Social media accounts
Easily accessible online support
Customised preferences
Actions:
Because Sarah has scanned her everyday rewards card in store, the system recognises this and her card imported. It’s not linked to any online account so she can choose to create an account or link an existing account. She can also choose to skip this and just go straight to shopping if she wishes to checkout as a guest.
She chooses to create an account and it takes her to the account creation page. She enters an email and creates a password and she signs up.
She is then taken to a page where she is asked a series of questions about her shopping habits and any dietary requirements. This information would be used to tailor her search results when she shops in the future.
She then clicks next and because she scanned her receipt earlier, the products that she purchased in store actually shows up here and she can choose to reorder these.
She checks a few of them and clicks ‘get 10% off’ to claim her offer.
She is taken to the final page where it says ‘ Congrats Sarah, you’ve unlocked your 30 days of free delivery and 10% off your first order’, there’s also a few different options for her to start shopping.
Browsing.
Opportunities:
Virtual shopping experience
Two level navigation
Actions:
Sarah chooses to go to the virtual store because it sounds really interesting, she’s taken to a Birdseye navigation view of the store. This floorplan is something that Sarah is familiar with because its very similar to the layout of her local woolies.
Sarah clicks on the frozen aisle because she wants to purchase some spring rolls, she is brought to this interactive view similar to google maps street view.
She walks through the aisle and clicks on the products she sees in the fridge, The descriptions pop up and she can flick through to see the products next to it in this aisle and add them to her cart
If she wants to see a list of all the products here, she can click on the shop aisle button in the bottom right to see a normal listing of all the frozen food products.
She can then continue shopping, browse the rest of the website and then checkout.