Elevating Coles’ Digital Grocery Experience for Seamless Shopping
Enhance Coles’ online shopping experience to boost customer retention, streamline mobile usability, and increase basket size through personalized features and performance optimizations.
Challenge:
- Complex Navigation: Overwhelming product categories led to decision fatigue.
- Mobile Checkout Friction: High abandonment rates on smaller screens.
- Seasonal Campaign Visibility: Promotions (e.g., holiday specials) lacked integration with the shopping journey.
- Localization Gaps: Limited geo-targeted offers for regional stores.
Solution:
- Redesigned the mobile-first interface with simplified navigation and AI-driven product recommendations.
- Streamlined the checkout process with one-click repeat purchases and saved shopping lists.
- Launched dynamic seasonal campaigns integrated with the Flybuys loyalty program.
- Optimized local SEO for suburban store pages.
Category
Retail & E-commerce
Clients
Coles Supermarkets
Location
Melbourne, Australia
Project Duration
2022–2023
My Role
Lead UX Designer & Digital Strategy Consultant
2. My Contributions
Web Design & Development:
- Tools Used: React.js, Adobe XD, AEM (Adobe Experience Manager), Google Optimize.
- Key Improvements:
- Personalized Dashboard: Added a “Favorites” section for frequent purchases, increasing average order value by 18%.
- Mobile Checkout Redesign: Reduced steps from 5 to 3, cutting abandonment by 30%.
- Recipe Integration: Partnered with Coles’ recipe hub to auto-add ingredients to cart, driving a 25% uplift in cross-selling.
UI/UX Enhancements:
- Conducted user testing to prioritize high-demand features (e.g., in-store pickup alerts).
- Introduced dark mode for evening shopping accessibility.
- Enhanced search with filters for dietary preferences (e.g., gluten-free, vegan).
Digital Marketing:
- Local SEO: Optimized 100+ store pages for keywords like “Coles near me” and “same-day grocery delivery Sydney”.
- Email Campaigns: Designed automated workflows for Flybuys members (e.g., abandoned cart reminders with personalized discounts).
- Social Integration: Launched TikTok-friendly recipe videos linking directly to product pages.
3. Results & Impact
- Mobile Conversion Rate: Increased by 22% post-redesign.
- Customer Retention: Repeat purchases rose by 35% via personalized recommendations.
4. Technical Details
- Platform: Adobe Experience Manager (AEM) with React frontend.
- Features: 50+ store-specific pages, 200+ dynamic product categories.
- Launch Phase: Rolled out nationally in Q4 2023.
- Tech Stack: React, Node.js, Akamai CDN, Google Analytics 4.
