Project Overview
Coles is a leading Australian supermarket chain, operating in 798 locations around Australia, and employing over 100,000 workers. The new Coles app helps customers make the shopping experience easier, simpler, and faster, both in-store and online. The new app gives customers the ability to create shopping lists, search for products, view specials, add recipes to their list, view and activate flybuys offers, and more.
Project Commissioner
Coles Supermarkets Australia Pty Ltd
Project Creator
Team
Jack Walsh – Visual Designer
Shruthi Anandan – User Experience Designer
Project Brief
Outware had previously partnered with Coles for the development of the Coles Mobile Wallet Android and iOS apps. Following the success of this project, Coles engaged Outware to redesign the UX and UI of the Coles app, giving it a fresh new look whilst improving features of the app. The project was unique in its operation as it was a multi-vendor model, where Outware worked collaboratively with Coles product mobile team, third party vendors, and accessibility auditors.
Project Need
Using analytics from the existing Coles app, Outware worked with Coles to highlight areas of opportunities for future releases. Customer feedback and insights were used to inform the redesign of the app's user experience.
The new Coles app also makes use of innovative design practices. The use of motion in apps is a powerful yet delicate operation. On Android, swiping between screens is a native behaviour. However, this interaction is innovative and uncommon on iOS. The new Coles app allows users on both iOS and Android platforms to swipe between screens in the Specials tab in order to view different categories of products.
User Experience
By conducting heuristic analysis and competitor analysis, and diving into the app's analytics, Coles and Outware were able to determine key customer pain points and high value features within the app, and focus on adjusting the existing user experience.
User testing sessions were conducted at multiple points throughout the project to determine which designs and flows users favoured. Education on features was key in demonstrating value within the app, and thus the use of onboarding, coach marks, and education text was introduced.
The new app features a clean design that is simple and intuitive to use. Key changes include: the design of the 'Bought Before' feature, which houses a customer's shopping history; the ability to scan a flybuys loyalty card barcode in-store; and the redesign of the 'Watching' feature, which replaces the Favourites feature.
As Coles is committed to delivering accessible digital experiences for its customers, a key requirement of this project was that the app be accessible and usable by people with temporary, permanent, and increasing disabilities. Third party accessibility testing was conducted throughout the project, and the app has been designed to accommodate a range of ability levels.
Project Marketing
Coles has initiated a marketing campaign for the new app, both in-store and via their website.
Project Privacy
Outware was not involved in the development phase of this project and was thus not responsible for implementing privacy measures.
Best Expanded Service
The category recognizes expansion, transformation and growth. Open to projects in all categories with updates and developments that truly enhance the user experience and take your service to another level.
More Details