Redesigning a South African Icon: overhauling Woolworths’ Online experience for timeless Impact
Woolworths Online faced challenges in designing a cohesive user experience due to the diverse shopping needs across categories like Food, Fashion, Beauty, and Home, each with unique browsing and purchasing behaviors. This made it difficult to create a seamless journey across different product categories.
Problem
Woolworths Online faced challenges in delivering a cohesive and modern user experience - its outdated UI and the distinct browsing and purchasing behaviors across categories like Food, Fashion, Beauty, and Home made it difficult to create a seamless, unified shopping journey.
Goal
Improve the overall shopping experience on Woolworths Online by designing a cohesive and user-friendly interface that seamlessly integrates multiple product categories, driving higher engagement and conversion rates across Food, Fashion, Beauty, and Home departments.
Impact
I left this project ahead of development ending, and do not have exact data to inform success, however, I can with confidence say that I have achieved the following:
Redesigned the end-to-end shopping experience across key categories like Food, Fashion, Beauty, and Home, improving navigation and conversion potential.
Delivered a modern, brand-aligned UI that has remained visually relevant and functional more than 5 years later.
Led research-driven design decisions through competitor audits and usability insights to align with local and global ecommerce standards.
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