Everyday Market Designing Trust Across
a Multi-Fulfilment Marketplace

Designing transparency across a complex marketplace ecosystem Woolworths Grocery + Everyday Market

2021-2022

The challenge

Customers saw Woolworths Grocery and Everyday Market as one unified shopping experience.

However, behind the scenes, they operated as two different fulfilment models.

    • Fulfilled through Woolworths stores and fulfilment centres

    • Fulfilled through external marketplace partners and courier networks

    • Multiple deliveries

    • Different arrival dates

    • Separate tracking experiences

    • Unexpected fulfilment behaviour

The Opportunity

How might we create a single, trusted shopping experience across multiple fulfilment networks?

The goal was not simply to redesign checkout.

The goal was to create confidence throughout the entire customer journey.

My Role.
Senior Product Designer

Contract Senior UI Design | Senior Product Design |
User Research | Testing | User Testing

  • I worked across the Woolworths digital ecosystem, focusing on:

    • Product design

    • UX strategy

    • User research

    • Interaction design

    • Prototyping

    • Testing

    • Design delivery

  • Working alongside:

    • Product Managers

    • Engineers

    • Content

    • Legal

    • Communications

    • Product Operations

The Problem

Customers understood the brand. They did not understand the operational complexity behind it.

Customer mental model:
"I thought I bought from Woolworths."

The experience needed to hide business complexity while increasing transparency.

Discovery

To understand where trust broke down, the team used a combination of discovery methods.

    • Voice of Customer insights

    • Mixed basket analysis

    • Customer journey mapping

    • Heuristic evaluation

    • Competitive analysis

    • Baymard research

    • Checkout drop-off analysis

    • Delivery behaviour

    • Customer support contact drivers

Key Insight

Customers were not frustrated by multiple deliveries.

They were frustrated by unexpected deliveries.

The opportunity became: Make every fulfilment decision visible before the customer commits.

Three ExperienceD Problems

The project evolved through three major
improvements in experience.

01 |
Multi-shipment fulfilment

Problem:
Customers could not understand why items from the same basket arrived separately.

The existing experience treated split fulfilment as an exception.

  • We introduced a clearer fulfilment model.

  • Order #12345
    Delivery status: Processing

  • Order #12345

    Shipment 1
    Woolworths Grocery Arriving Tomorrow

    Shipment 2
    Everyday Market Partner Arriving Later

Design Principles

Separate operational complexity from customer complexity.

Customers should understand what is happening without needing to understand why.

02 |
Mixed Order Confirmation

Problem:
Customers purchasing Woolworths Grocery + Everyday Market items struggled to understand:

  • What was being delivered

  • When it would arrive

  • Why items behaved differently

This caused basket abandonment and confusion.

  • Created clearer order confirmation patterns:

    Your order contains:
    ✓ Woolworths Grocery Delivery tomorrow
    ✓ Everyday Market Delivered separately

Outcome

Customers gained confidence immediately after checkout.

The experience reduced uncertainty at the
highest-risk moment.

03 |
Order Tracking

Problem:
Customers only saw a single order status.

However, the order could contain multiple fulfilment journeys.

This created:

  • "Where is my order?"

  • Support contacts

  • Reduced delivery satisfaction

  • Designed item-level order visibility.

    Your Order Woolworths Grocery
    ✓ Delivered

    Everyday Market
    🚚 In Transit | Expected Friday

Design System Contribution

Contributed to the creation and evolution of scalable design systems by establishing reusable components, design tokens, accessibility standards, and governance frameworks.

Partnered closely with product, engineering, and brand teams to improve consistency, accelerate delivery, and support multi-product experiences. Helped define documentation, component libraries, and best practices that enabled designers and developers to build faster while maintaining a cohesive user experience.

  • This project also required alignment with evolving Woolworths digital foundations:

    • New Core design system patterns

    • Updated components

    • Accessibility improvements

    • Brand transformation

    • New content patterns

  • The work included updated:

    • Item cards

    • Notification banners

    • Payment components

    • Product tiles

    • Delivery components

Validation

Followed a Double Diamond design process, validating concepts through user research, usability testing, stakeholder feedback, and iterative design cycles. Insights from each round of testing informed refinements, ensuring the final solution was user-centred, accessible, and aligned with business goals.

  • Research, data, competitor analysis.

  • Synthesise insights and prioritise requirements.

  • Prototype, test, iterate.

  • Validate final designs and hand over to engineering

    Two rounds of testing were completed across:

    • Multi-shipment fulfilment

    • Mixed order confirmation

    • Order tracking

    All passed validation.

Challenges

Designing inside a moving ecosystem.
The biggest challenges were not visual.

    • Evolving design system

    • Legal requirements

    • Accessibility standards

    • Partner fulfilment constraints

    • Backend limitations

    • Cross-team alignment

Outcome

The redesign created a foundation for a more transparent marketplace experience.

  • ✓ Better order visibility
    ✓ Clearer delivery expectations
    ✓ Increased confidence in mixed baskets

  • ✓ Reduced Customer Hub enquiries
    ✓ Lower delivery confusion
    ✓ Improved marketplace trust

Conclusion
& Learnings

This project showed that great product design is about simplifying complexity.

The challenge was creating a seamless experience across Woolworths Grocery and Everyday Market while balancing customer needs, business requirements, and technical constraints.

By improving fulfilment transparency, mixed orders, and order tracking, we helped customers better understand what they ordered, when it would arrive, and what to expect next.

Key
Learnings

  • Design for customers, not internal processes
    Customers see one Woolworths experience, so the design needed to feel simple despite complex backend operations.

  • Transparency builds trust
    Clear delivery information helps customers feel confident and in control.

  • Collaboration drives success
    Working closely with product, engineering, legal, and operations teams was essential to creating a scalable solution.

  • Test and iterate early
    Continuous research and testing helped validate ideas and improve the final experience.

  • Ultimately, this project reinforced that good design removes complexity and creates experiences that feel effortless.

Thank you.

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