Coles | Retail
Increasing first-time orders in the Coles app by 28%
The Coles app had been an companion to help customers whilst shopping in-store for over a decade. I joined recently after they had recently launch the ability to shop in-app.
Project overview
I was the Lead Product Designer tasked by upper management of updating the copy to change shopping method. But digging deeper, I uncovered a deeper issue and was able to make a small but powerful change that directly increased conversions.
My contribution
71% of customers were’t using the app to shop online.
Analytics showed that the majority of users still had their shopping method set to shop-in-store. We wasn’t sure if this was due to lack of awareness, personal shopping habits or something else.
The option was there, but not enough people were using it, which was having a negative impact on the app's overall sales.
Customer pain points sparked a collaborative ideation session.
Digging into the analytics we found that the majority of customers hadn’t made an attempt at changing their shopping method.
When testing the original solution, we watched customers struggling to change shopping method, even when they knew it was possible.
So I facilitated an ideation session with the team to generate potential solutions and keep stakeholders aligned.
Refining design elements to boost user understanding and visibility.
We wanted to test 3 potential solutions. The first was a simple copy change to determine whether the language was causing confusion.
Then we tried replacing the link with a small button to draw more attention to the component.
Finally, we used segmented buttons for the shopping methods for increased visibility.
Segmented buttons and tutorials boosted first-time orders by 28%.
The segmented buttons increased the visibility of the different shopping methods and allowed users to switch with one tap.
We also improved the hierarchy and added an on-screen tutorial to better explain the benefits of shopping online to customers.
This lead to a 31% increase in customers switching shopping method and a 28% increase in first-time orders in the app.
How small design changes can lead to big wins.
This initiative was a great example of how a small design change can lead to a significant increase conversions.
From a design perspective, it’s vitally important to ensure visibility of key features that can directly contribute the products commercial success.