Woolworths - My Lists
- candice
- Nov 1, 2018
- 3 min read
Updated: Oct 31, 2024
Role: Head of UX
Project: Woolworths - My Lists
Platform: Mobile native app
The challenge
Customer research reveals that most online customers are not aware of what ‘My Lists’ is or does. Those who do use the feature declared that they “stumbled across” it when browsing the website. Some also declared being confused on how to get started and get value out of it.
Most of our customers live busy lives and find grocery shopping (in-store & online) time consuming and cumbersome. This target segment also tends to be digitally savvy and more and more keen to use technology to save time.
Typical customers live busy lives and find it challenging to plan for the week meals. Some of them are also budget conscious and keen to use technology to control their spending and keep an eye on promotions.
Digital shopping lists are the 2nd most cited form of in-store digital engagement and that ⅔ respondents are willing to use them in the future (Nielsen). On the other hand, paper lists are still used by most senior shoppers.
The goal
Help customers save time while grocery planning and shopping, whether online or in-store, by providing them with the right shopping list suggestions and tools.
The solution
Problem: Customers want to co-collaborate on multiple lists
Solution: Collaborative lists
Users are able to create multiple lists and share their list with multiple co collaborators. Collaborators can join the shopping list by a number of methods including a shared invite (e.g. referral).
There is no requirement to sign up to join a shared list thus reducing the barrier of introducing new users to the Woolworths grocery shopping experience.
Collaborator View
All list collaborators benefits from the same features within the shopping list experience such as:
1. Set grocery list budgets
2. Assign tasks
3. Split delivery methods
4. Split payments
Problem: Customers want to easily find their list of items in the store
Solution: In-store support
List View
The user is able to assign a store to their custom list. The traditional type search includes additional methods for adding items to the list such as voice search and barcode scanner.
Each item of the communicates the price and quantity as well as the items location in the selected store. Common UI controls such as edit item and delete can be easily actioned by the user.
In-Store Map View
The user is able to find their list of products on a map in a selected store with a pathway finder.
The interactive map allows users to zoom and pan across the map information.
The map could also show specials and offers represented by different visual feedback (e.g. star icon) will also show specials.
The contextual product item is a common map UI pattern that improves usability by linking the active pin with the item (e.g. grapes).
Problem: Customers want to easily transform their paper lists to digital lists
Solution: Content to paper migration
Users are able to input list items by:
1. Type
2. Voice
3. Barcode scan
4. Image / object recognition
The user is presented a list of relevant results from the image scan and the items are automatically added to their list.
Final thoughts
Some interesting information about list behaviour!
Most grocery shoppers use a list (whether digital or physical) on their shopping trip.
Women, more than men prepare and use a grocery list.
A list is unlikely to include all purchases made in-store.
Older customers plan for grocery shopping more while younger ones are thinking more short-term.
Shoppers aged 50 and over primarily build their lists throughout the week, monitoring what they have enough of and what’s running low
Although Millennials plan using lists, most create their lists right before going to the store last minute