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
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.
RetailTech
Whether it's the online, VR, AR or IRL there's a tech solution to enrich the experience and increase customer engagement when spending money. This category recognises that tech fuels the retail experience and rewards solutions that increase engagement and user experience while shopping.
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