A food website that takes classic editorial recipe content and makes it actionable through e-commerce. Users can find delicious recipes and order the ingredients, as well as all their other Woolworth’s shopping, directly online through the website.
No one was using the shopping tool. The brand had built up great user engagement, but despite good traffic the e-commerce function of the website was not being used.
The Shopping Tool (ST) was an external add-on product from a UK company and this was its first run in Australia. The contracted company was very resistant to making changes to the ST because they were not able to make customisations specific to individual instances of the tool, which meant any agreed upon changes would need to be rolled out across all sites that were using the tool.
We were also not privy to data collected once users were engaged with the ST as it was considered a separate entity from the website.
Lead UX / Yours truly Researcher / Francesca Tschuchnigg
Responsibilities / Take product through the user experience process; recommend viable solutions to the problem based on the findings from the UX process; put together a thorough and compelling body of research to support the proposed solutions; present the solutions to internal and external stakeholders; iterate based on feedback