Woolworths
Woolworths Everyday Rewards
Leading the redesign of the Everyday Rewards digital experience
Everyday Rewards set out to unify a diverse set of products and services into a single, coherent digital experience for millions of members. I led a product design team responsible for research, experience strategy, and design execution, focusing on navigation, homepage usability, and ecosystem clarity.
The work helped create a simpler, more connected Everyday experience, improving how members discover, access, and personalise services, while laying the foundation for scalable future growth across the loyalty ecosystem.
Role
Product Design Lead
Organisation
Woolworths Group
Product Everyday Rewards
Focus
Product design, leadership, loyalty ecosystem, navigation and homepage experience
“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
The challenge
Everyday Rewards spans multiple products and services, each with distinct value propositions and customer journeys. While the website acted as a central entry point, members experienced fragmentation across navigation, content, and wayfinding, making it harder to understand what was available or how services related to one another.
The challenge was to design a unifying experience that:
- Worked across web, responsive, and app platforms
- Balanced clarity with scale and future extensibility
- Aligned multiple product teams around a shared experience vision
“Everyday.com.au is a great idea as a one-stop shop.
–Research participant
My role & responsibilities
As Product Design Lead, I:
- Led a cross-functional design team across research, strategy, and delivery
- Partnered closely with Product, Engineering, and Delivery leaders
- Defined the navigation and homepage strategy for the Everyday ecosystem
- Embedded continuous research and validation into an agile delivery model
- Facilitated stakeholder workshops to align teams around insights and priorities
Approach & thinking
I framed the work as an ecosystem challenge, focusing on how members form mental models of Everyday services over time.
The approach combined:
- Qualitative research (interviews, usability testing) to understand intent, confusion, and decision-making
- Behavioural data analysis to validate patterns and identify friction points
- Iterative prototyping and testing to reduce risk and build confidence
- Ongoing research sharing to align stakeholders and accelerate decision-making
This evidence-led, iterative approach enabled rapid execution while maintaining alignment across teams and channels.
–Concept journeys
–Desktop design
–User testing notes capture
–Everyday Rewards screen
Outcomes & impact
The work delivered meaningful improvements across customer experience, team alignment, and delivery:
- Improved clarity and usability across key navigation and homepage journeys, supporting easier discovery of Everyday services
- Strengthened the coherence of the Everyday ecosystem by unifying previously fragmented product experiences
- Enabled more confident prioritisation and phased delivery through a shared experience vision and roadmap
- Embedded continuous discovery and customer feedback loops into product teams’ ways of working
- Increased adoption of design-led decision-making, with research insights regularly informing roadmap discussions
- Improved cross-team collaboration by establishing clearer design workflows and shared standards
“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
