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.

Year: 2019

Studio: MakeReign

Role: Lead Product Designer

Services: Research, UI Design

Slide deck presented to stake holders

PLP card variations for departments

PLP card variations for departments

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Woolworths Online faced challenges in delivering a cohesive and modern user experience - its outdated UI and the distinct browsing and purchasing behaviors across categories like Food, Fashion, Beauty, and Home made it difficult to create a seamless, unified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.

Product listing pages

Product listing pages

Tablet variation for product listing pages

Tablet variation for product listing pages

Product description pages variation for departments

Product description pages variation for departments

Product description pages

Slide deck presented to stake holders

Slide deck presented to stake holders

PLP card variations for departments

PLP card variations for departments

© Nicola Badenhorst 2024

© Nicola Badenhorst 2024

© Nicola Badenhorst 2024