Woolworths: Designing for customers in remote locations

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Company:

Woolworths

Project context

OVERVIEW

What is this?

This details my approach to designing a solution for Woolworths to sustainably deliver groceries using the Delivery Unlimited subscription service to remote locations.

DETAILS

My role:

User research, Interaction, Visual design, Prototyping

Impacts

Add a fee to orders from these locations instead of removing access to Delivery Unlimited entirely.
Inform current customers of the changes in policy via the checkout area and email.
Inform new customers signing up from these regions of the regional delivery fee if possible via them having a previous online delivery with Woolworths.

Constraints

‣ 2 month deadline

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Introduction

The problem?

Due to costs associated with barges delivery to remote islands in Australia is highly expensive. Delivery Unlimited is a subscription service that offers free delivery on orders over $75 or more and promises delivery to anywhere in Australia.

When combining the two, it leads to an unintended loophole that makes customers on these islands be able to discount orders that would usually be $200-300 in delivery costs to $0.

Costs in delivering to remote locations
Limited discovery time
Unknowns in user behaviour and delivery process
Aging and vulnerable customer demographic

Research

Through discovery meetings and data analysis, I uncovered the following:
‣ A confirmed list of the impacted islands
‣ That users were generally lower socioeconomic status and older in demographic
‣ A majority of deliveries were completed with a mobile device
‣ User ordered generally once a fortnight on average due to barge scheduling
‣ Islands that recieve delivery via plane were unable to use the exploit

User interview themes & quotes:
‣ Cost of living is a huge concern for island residents: "Nothing is easy out here... "
‣ Removing access to this subscription service would feel like users were being punished for living in this region: "Feels like a bit of a slap in the face really, just for living here"
‣ Users would be willing to pay up to $25 more: "$20 sounds reasonable.... I don't think I could do $30. Maybe $25."
‣ Woolworths is used for big items, inbetween shops users will go to IGA or small island shops: "I like to shop once a fortnight..." "...I go to IGA inbetween for snacks or a top up"
‣ Users aren't interested in any alternative benefits: "Honestly, I don’t see any alternative that would work as well as free delivery."