Optimising the pathway to personalised product discovery
Web & App
UX Research & CRO
The Context
In the process of digital transformation of Dan Murphy’s and BWS’ eCommerce eco-system, I led the research and design process, and work closely with cross-functional teams to help define product goals, roadmaps and opportunities for improving the user experience.
The Opportunity
Ongoing user research and data analysis to help identify pain points and opportunities to optimise the browsing journey, and validate designs with customers in the process of digital transformation.
The Process
Here are some of the most effective methods in my research process to gain clear understanding of customers’ motivation and behavior.
Data Analysis
User Interviews
Design Workshops
Information Architecture
Usability Testing
Experimentation
Personalised product and content recommendation
As of 2024, Dan Murphy's loyalty program members account for 80% of transactions and 90% of their sales.
Collaborating with our data analysts, we introduced contextual banners on the Homepage, inviting My Dan’s members to log in during their Browsing journey, so that we’re able to capture supplemental data giving us the capability to hyper-personalise their discovery and purchasing experience.
Improving business efficiency during Digital Transformation
I regularly collaborate with our stakeholders in research, to Identify and mitigate risk to ensure a smoother transition to new technologies.
By validating concept designs of new tools for internal users, such as the information architecture of the digital asset management system, we also help to accelerate adoption by removing friction.
Co-designing the browse journey with our customers
Through engaging in conversations with our customers and understanding of their needs and frustrations, we have incrementally implemented changes to the Homepage to effectively assist customers in discovering products and content that are relevant to them.
