Client
Woolworths
Year
2024
Duration
18 months
Services
Product Strategy · Customer Journey Mapping · UX Design · Stakeholder Alignment · Prototyping
Improve customer experience while reducing friction for delivery teams — bringing clarity to a complex digital ecosystem operating at enterprise scale.
Woolworths Group is one of Australia's largest retailers, serving millions of customers across stores and digital channels. Multiple stakeholders, fast-moving priorities, and a high bar for accessibility and consistency made it hard to align on what to build next and why it mattered.
- 01Mapped customer journeys and key moments that drive loyalty and conversion
- 02Identified pain points and triggers across personas, not generic “happy paths”
- 03Facilitated alignment workshops to drive shared decisions and clear trade-offs
- 04Shaped requirements into delivery-ready artefacts: flows, IA, UI patterns, acceptance criteria
- 05Worked in rapid prototyping cycles to validate direction early
"At enterprise scale, the biggest risk isn't building the wrong thing — it's building the right thing without alignment, and watching it stall in delivery."
— Woolworths engagement
A clearer, aligned product direction with design outputs that accelerated build. Teams had sharper definitions of success, fewer moving parts in delivery, and UX decisions anchored to customer impact rather than opinion.
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