Big W Sustainability Project

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

Big W Hero

Services

Product Strategy, User Research

Industry

Consumer Goods & Services

Role

Product Designer

Duration

Jan 2022 – Mar 2022

Challenge

Sustainability and traceability are growing priorities in the apparel and home goods sector. While Big W has made strides, research showed gaps in how product information is communicated to customers.

Sustainability challenge

Discovery

Survey

We surveyed customers on their understanding of terms like “sustainable” and “ethically made,” and how they currently access product info. Insights revealed a desire for clarity and consistency.

Survey 1 Survey 2 Survey 3

Interviews

In-depth interviews further explored consumer expectations and how they make sense of labels, tags, and online messaging.

Interview 1 Interview 2 Interview 3

Affinity Mapping

We synthesised insights to define user needs, preferences, and pain points in traceability awareness.

Affinity Mapping

Personas

Three key personas emerged from our research to guide ideation and prototyping.

Persona 1 Persona 2 Persona 3

Development

Storyboards & Focus Groups

We presented 4 concepts via storyboards, exploring online, offline, and omnichannel strategies. Focus groups helped validate value propositions and visual design cues.

Concept 1 Concept 2 Concept 3 Concept 4

Outcome

The project opened up new opportunities to align digital and in-store experiences for transparency and brand trust. It led to recommendations for clearer packaging, interactive traceability, and strategic messaging.

Final recommendation

Reflection

This project deepened my understanding of the role design can play in driving sustainability within large retail environments. Working with stakeholders across product, sustainability, and operations teams reminded me that aligning diverse perspectives is essential for meaningful change.

By grounding our work in customer journeys and staff realities, we were able to surface practical opportunities for sustainable impact—without adding friction to the shopping or business experience. It reinforced the value of systems thinking and empathetic facilitation when tackling complex, cross-functional challenges.