Woolworths
Woolworths Everyday Rewards
Leading a team to redesign an Everyday Rewards loyalty program with 9+ million members
Everyday Rewards set out to unify its diverse product and service offerings under a single, seamless digital experience. We led research and design to optimise navigation and homepage usability, helping create a connected Everyday ecosystem that makes it easier for members to discover, access, and personalise their experience, laying the foundation for scalable future growth.
Role
Product Design Lead
Company
Woolworths
Location
Sydney
“This wasn’t just about bringing products together, it was about creating a smarter, simpler, and more personal experience for millions of Everyday members.
–Project reflection journal
We delivered a research-led, evidence-based set of outputs that shaped the Everyday ecosystem’s navigation, homepage experience, and future design direction.
Customer research plan focused on navigation and homepage experience
Qualitative research sessions (interviews, usability testing)
Behavioural data analysis to validate user behaviours and pain points
Synthesis of insights to inform strategic and design decisions
Optimised navigation design for web, responsive, and app platforms
Homepage experience design aligned to key customer needs
Iterative prototypes for testing and validation
Unified Everyday ecosystem design framework
Strategic recommendations for future research and design phases
Organisational alignment through research sharing and stakeholder workshops
“Everyday.com.au is a great idea as a one-stop shop.
–Research participant
The problem
Everyday Rewards offers a wide range of products and services, but they are accessed via multiple, disconnected touch points. The new website sits at the heart of the Everyday Rewards ecosystem, acting as a single entry point to the Woolworths Group’s seven unique products and services: Everyday Rewards, Everyday Market, Everyday Pay, Gift Cards, Everyday Mobile, Everyday Insurance and Everyday Extra.
The approach
Our research aimed to identify and validate the optimal Everyday navigation and homepage experience, with a focus on clarity, usability, and shopability across web, responsive, and app platforms. By combining qualitative insights with behavioural data, we shaped strategic and design decisions to deliver a seamless, consistent customer experience. An iterative approach built confidence across the organisation, enabling fast execution and alignment across channels, while laying the groundwork for future research and design phases.
–Concept journeys
–Desktop design
–User testing notes capture
–Everyday Rewards screen
The outcome
The unified Everyday ecosystem is designed to help members easily discover services and offers, access key features quickly, and benefit from personalised experiences. Grounded in user insights and evidence, this approach sets a strong foundation for scalable growth as we continue to test and evolve in real-world environments.
“Thank you so much for your dedication and hard work for the Everyday project. You have done an incredible job and set us up for success.
–Team feedback
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