Designing experiences for Australia's largest user base

I joined Woolworths as a Senior UI/UX Product Designer and, during my time there, advanced to the role of Lead UX Designer for the Recipes & Inspiration team. I was responsible for the design of entirely new products and features. My design process at Woolworths was deeply rooted in data analysis, workshops, user testing, analytics and visual design best practices. My design solutions resulted in experiences that serve over 10 million users, boosting customer satisfaction and contributing to est. $12 million in sales.

  • Workshop Facilitation
  • Generative Research
  • Evaluative Research
  • User Journey
  • User Flow Diagrams
  • Wireframes
  • UI Design
  • High Fidelity Prototypes

Senior UI/UX Product Designer turned Lead

Making informed design decisions

User interviews

I structured & facilitated numerous user interviews to identify our customers 'jobs to be done' and further establish personas. Our users voices help highlight pain points and plant the seeds for innovative design solutions.

Data analysis

I leveraged a wealth of existing insights to help structure information. I worked with a quants to run surveys, measure desirability and analyse our features post release.

Strategic workshops

Collaborating closely with stakeholders was essential. I organised and led numerous workshops based on proven frameworks like design sprint, jobs-to-be-done, and design thinking, to bring great ideas to the forefront.

Competitor analysis

Conducting a competitor analysis was a key part of my strategy. I studied competitor trends and offerings, utilising this data to identify opportunities for innovation and differentiation in our product designs.

User testing

User testing was a cornerstone of my approach. I planed and run over a dozen tests, gathering valuable feedback directly from users. This process was instrumental in ensuring our designs exceeded user expectations and needs.

Understanding meal planning

Shortly after joining the team, I was tasked with pioneering the company's foray into meal planning, a new area of focus with no pre-existing solutions. I initiated this journey with thorough research, encompassing user interviews, analysis of existing internal data, and collaborative data analysis sessions with the team. Our research unearthed key themes and challenges in meal planning: a predominant weekly planning trend, with dinners being the main focus, followed by lunches and rarely breakfasts. A notable pain point emerged around the stress of accommodating diverse dietary requirements and managing grocery shopping. Armed with these insights, I crafted a user journey map. This tool not only engaged our stakeholders but also sharpened the design strategy to specifically address these identified challenges.

Exploring & validating ideas efficiently

My approach to wireframes is to explore ideas quickly without getting bogged down in details.  Wireframes can also help aid in early technical discussions with developers to better mediate technical feasibility risks. This efficient, low fidelity method helps avoid the wasted effort of pursuing unviable high fidelity routes. After exploring multiple layouts and flows, I arrived at two strong concepts for the primary meal planning experience. I then refined them into higher fidelity prototypes and conducted user testing and internal testing. The feedback decisively pointed to option A, with its efficient multitasking design, as the preferred choice.

A cross platform meal planning experience

When designing the meal planner experience, I focused on creating a seamless and consistent user experience across various devices and platforms. Emphasising adaptability and coherence, the design ensured users enjoyed a fluid and intuitive interaction, whether on mobile, web, or tablet interfaces.

Get inspired and plan for your week

After receiving the concept of a meal planner from my PM at the time, I then drove the UX and UI design of the meal planning product. Crafting numerous features via a Double Diamond design process.

Swap recipe ingredients based on preferences

A key goal while designing for Woolworths is customisation. Our research revealed important themes in ingredient preferences, leading us to integrate these insights into various features while maintaining advanced options for those looking for in-depth control.

Filter based on diet & allergies

I designed filters and information hierarchy guided by user data analysis streamlining the experience for users with dietary and allergy needs. The approach included intuitive filtering and clear labelling, ensuring easy and safe navigation for these users.

"Awesome design skills and super easy to work with. The design material produced was pixel perfect and truly delightful."

Julio Castellano

Lead Product Designer @ Woolworths

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