Big W

A product solution that helps Big W share product sustainability and traceability information with customers

Services

Product Strategy

User Research

Industry

Consumer Goods & Services

My Role

Product Designer

Duration

01/2022 - 03/2022

Challenge

Sustainability and traceability have become an increasingly important topic in soft home goods and apparels. While Big W demonstrates its commitment to sustainability and traceability, the desk research done by our team shows there is significant potential for improvement. Understand what product traceability information is important to consumers and how they prefer to access this type of information.

Discovery

Survey

Survey questions were designed to elicit responses in what customers expect when hearing product terminologies of sustainability, Australian made, ethically & responsible made and product transparency. Respondents were asked to recall their last clothing or soft home goods purchase, to understand purchase behaviour and identify any awareness of purchase drivers. Insights were gathered into how consumers currently access product information and how they would like to access information in the future.

↑ LOCATION BREAKDOWN

↑ HOUSEHOLD INCOME BREAKDOWN

↑ FAMILY SITUATION BREAKDOWN

Interview

Interview questions were designed to gain a level of perception & awareness on sustainability, Australian made, ethically and responsibly made products and traceability. Participants were asked about the types of product information they look for when making purchases and what information they would like to see.

↑ LOCATION BREAKDOWN

↑ HOUSEHOLD INCOME BREAKDOWN

↑ FAMILY SITUATION BREAKDOWN

Affinity Mapping

Generated insights of purchasing behaviour, purchasing drivers, perception of terminologies & traceability information (what to access and how to access).

Persona

Based on insights generated from quant & qual data, we identified 3 distinct personas for further contextualisation.

↑ PERSONA 1

↑ PERSONA 2

↑ PERSONA 3

Development

Storyboard & Focus Group

With refined concepts, we created four user scenarios that cover online, offline and omni-channel shopping. Three focus group sessions were conducted to test the concepts.

We recruited participants that had been previously engaged in interviews. There were three focus group sessions with each session 6 participants and 2 facilitators. In each session, participants reviewed 4 storylines as shown below, each with distinct buying journey including various traceability communication concepts.

Banners & signage, labels/swing tags, QR codes and credentials

↑ PRODUCT RECOMMENDATION

Outcome

Exploring a product solution that allows Big W to effectively share sustainability and traceability information with customers created new opportunities for the project team to further refine product features and drive its development.