Woolworths Christmas Helper
My Role
Media Strategist
User Research
UX Consultation
Deliverables
User and audience research
App prototype
High-fi Wireframes
Team
Marketing team
Media and creative agencies
UX Designer
UI Designers
Year
2024
As the lead media strategist, I worked with the Woolworths marketing team, to identify key opportunities to boost brand affinity and sales to win Christmas by addressing the stress and financial strain often associated with the festive season. To alleviate these challenges, we devised a strategic solution: the introduction of a Christmas food registry.
The What
Through close collaboration with our product team, we created a wedding registry-style platform specifically for Christmas events, aimed at helping Australians simplify and share the joy (and responsibilities) of connecting with loved ones during the holiday season.
1. Conceptualization:
Based on my extensive audience research and media strategy work, I identified an opportunity to develop a centralized tool designed to streamline Christmas gathering planning, with a focus on fostering community engagement and collaboration.
We designed the platform to facilitate seamless connections, planning, and shopping in one location. This involved creating features that allowed users to:
Invite Their Crew: Enable users to invite friends and family, fostering collaboration.
Collaborative Planning: Develop a shared event and meal planning feature, ensuring everyone could contribute to the menu and logistics.
Shared Responsibilities: Implement a system for assigning different fresh food items and tasks, distributing the workload among participants.
The Why
Christmas can be a conflicting time for many Australians. While they look forward to the joy of gatherings, they often feel stressed by financial strains and the extensive planning required for various social events on the holiday calendar. Woolworths' mission was to empower Australians to take control of their Christmas experience by providing tools and hacks to alleviate the stress of the season, transforming it into a more enjoyable and manageable time.
The How
We developed a feature that integrates seamlessly into the Woolworths app and other digital platforms, allowing customers to easily create shopping lists—either manually or by scanning items—and delegate the purchase of festive foods to their guests. By sharing the responsibility, our solution simplifies holiday planning and enriches the overall festive experience for Australians.
