Ideating the next generation of search capabilities for Woolworths.
The Next-Gen Search strategy taskforce (marketing, strategy, EDM’s & directors) was created to articulate the definition for the “Next Gen” of search and define Woolworth’s ambition to develop a best-in-class “search as a service” and how it meets the needs for evolving business needs.
At the core was a comprehensive strategy document outlining the taskforce’s desired capability and defined vision of search, analytics on current performance and analytics, patterns in customer segments and run-down on the core functionalities of how search works within the ecosystem.
My responsibility was heading the UX strategy, advocating for customer needs, compiling discovery and creating high level concepts for the “Next Gen” of Search while maintaining stakeholder management of multiple squads and business units to provide input and be involved in the discussion around search.
Responsibility
Research
Stakeholder management
Design strategy
Conceptual (end to end)
Advicate for userexperience
Accessibility compliance
Concepts required to suit omnichannel use (app & web) as they would be key for upcoming “Big Room” Quarterly Planning Sessions with WooliesX Squads to underdertake as part of their strategy.
FINAL DESIGN /
Next-Gen concepts
With problem statements defined, HMW statements and several initial wireframes, I was able to create concepts that met the criteria for both customers and stakeholders – factoring business and team objectives. These concepts were also presented to the Next-Gen Search strategy taskforce which were then used as references for the upcoming Big Room Quarterly Planning Session.
Expanded dropdown
Expanded drop-down search enables more direct and accurate search results by surfacing options as the customer types in their query.
This is an opportunity to promote features like search suggestions, recently purchased items and recommendations from Everyday Market, Rewards and Specials to recipes and articles.
Alternative items
How can we help customers find alternative items when they are in high demand. With the uptick in online orders exposing stock issues with certain items like toilet paper, we must turn this into an opportunity to provide a next best option.
Search through content
Landing Pages allow for entry points from Social Media, Google Search or from a search results page etc. where customers will be greeted with relevant information and inspiration coming from both items, special offers, recipes and for cross-selling positions from our EM partners.
Discovering varients
With an influx of new SKUs and brands – it raises the need to move towards a scalable method to display variants of individual items.
This concept enables customers to visualise that there more than one option for any product (variants) with the option to filter further with filter facets (chips)
Inspirational search
Introducing new ways to search by capturing customers with lifestyle images, enabling hotspots and connect opportunities from different partners.
Filter facets
Navigating hundreds of SKUs means that customers need help to narrow down results, through quick access, filter facets.
Nudge customers
Providing options to display similar items discovered in search, to help meet their needs. Expanding into similar items, brands and suggestions of “better” search results that would deliver more relevant results, would encourage an alternative flow for users finding the right fit.
The Cross Sell
Provide clear, dedicated sections to focus on offerings from our partners, cross selling and also upselling – combining organic products and EDM items for example.
Using image & voice
An opportunity to connect voice commands through native assistants like Siri and Alexa and show relevant results from Woolworths and their partners.
Expanding on “Scan Barcode” we could enable search through both “Image Scanning” and “Voice Assistance” keeping in step with competitors and current trends.
How I got there…
PROBLEM DEFINITION /
Strategy output & expectation
Woolworths group understand their business is different and has expanded to B2C, B2B, EveryDay Market and BigW. Their vision was to re-imagine a great user experience and best in class Search to meet their needs and customer satisfaction.
The expectation was to have concepts that showcase the Next-Gen strategy group thinking and recommendation on what the future search customer experience on Woolworths.com.au and app, and how the experience would increase:
Customer satisfaction
Conversion rate
Average LifeTime Value
Digital Media Revenue
There were several touch-points that took place to engage with stakeholders, including regular meetings to share findings, outline focus areas and strategic objectives.
SOLVING THE PROBLEM /
User lead discovery
User testing
Being the first case-study related to wholistic search on Woolworths, it was important to review how customers use search on web and app. I initiated testing sessions to review the current state, expectations and uncover how:
customers search for products on the Woolworths website
customers determine ‘relevance’ when searching for products
search terms used (during usability questioning)
The insights were used as inspiration and a reference to determine success criteria for new concepts, providing a user lens. Review research finding document.
Key insights from testing
Majority of customers found it annoying being shown irrelevant items in their search, especially when it had no resemblance to what was requested
Marketplace items had no place in searching for organic items in search. Customers did not appreciate seeing results from partners, adds to user frustration.
Overall, search was… OK. Areas that could be worked on was making more of an effort towards personalisation, relevance and alternative 0 stock items.
Workshops
Once a strategy was defined, I conducted a workshop to get a high level of involvement from multiple stakeholders across the business, presenting insights from PMs, QC and engineers and insights from user testing that were the key ingredients missing from the strategy documentation.
The outcome of the workshop led to the creation of high-level concepts that were eventually presented and in many cases adopted for further development. These included:
Presentation of key research findings from teams across WooliesX
Inviting myself to Next-Gen Strategy Taskforce meetings. Being persistent and including myself in almost every stakeholder session, meant that I could be across all communication, information exchange and ask the right questions.
2.
Holding seperate workshops with engineers, designers and specific stakeholders meant that participants always felt welcome to contribute and safe within their peers. It also helped keep participant numbers manageable.
3.
Keeping Next-Gen Strategy Taskforce members up-to-date with concepts and keeping them informed of any updates, meant the target and objectives were being met and there were “no surprises” come hand-over.
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