In my role as a UX/UI Designer at Coles Group, I led the re-design project for Coles.com.au, the primary online platform for Coles customers. The project aimed to enhance user experience (UX) and user interface (UI) design by reimagining the website layout, homepage elements, content hierarchy, and information architecture. Additionally, the redesign focused on improving accessibility, incorporating UI design elements, optimizing product tiles, integrating Coles Group services, and ensuring a better responsive experience.
… Loving the new Coles website layout. Super easy to use and navigate. It looks more shoppable ...
Notably, I also worked on category landing pages, particularly for Coles recipes, integrating content from Taste.com and making recipes shoppable.
Domain
Domain:
e-Commerce
Notify real-time experience
Pickup service
Areas:
Enterprise B2B2C
Shopping experience
Omnichannel experience (Mobile, Web and In-store)
Skill and Expertise:
Competitor research
Stakeholder Management
WCAG Accessibility Compliance
Usability Audits
Information Architecture
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research
The project presented several challenges related to customer experience UX and UI design, including:
- Outdated UI Elements:
The existing website lacked modern UI elements and visual design, leading to a suboptimal user experience. - Inconsistent UI Patterns:
Inconsistencies in UI patterns across different sections of the website resulted in confusion among users. - Accessibility Design:
The website required enhancements to ensure accessibility features were seamlessly integrated into the UI design. - Mobile-First Design:
With the increasing trend of mobile shopping, the website needed to prioritize mobile-first design principles. - Information architecture:
The existing website suffered from a complex and outdated information architecture, making it challenging for users to navigate and find relevant products. - Integration of Taste.com Recipes:
Designing an intuitive and visually appealing interface for integrating Coles recipes with Taste.com content and making them shoppable posed a unique UX/UI challenge.
Information Architecture Redesign: I led the redesign of the website’s information architecture, streamlining navigation paths, and restructuring content to improve findability and usability.
Content Hierarchy Optimization: The content hierarchy was optimized to ensure consistency in information presentation and facilitate intuitive browsing for users.
Comprehensive UI Design Overhaul: I spearheaded the redesign of UI elements, incorporating modern design principles, and creating a visually cohesive experience across all sections of the website.
Accessibility-focused Design: Accessibility features such as screen reader compatibility, high-contrast elements, and keyboard navigation were integrated into the UI design to ensure compliance with accessibility standards.
Mobile-First Design: Taking a mobile-first approach, I designed responsive layouts and interactions optimized for mobile devices, while ensuring a seamless transition to larger screens.
Coles Recipes Integration: Collaborating closely with developers, I designed category landing pages for Coles recipes, ensuring a seamless integration with Taste.com content and a shoppable experience for users.
The Coles.com.au website redesign project resulted in a significant improvement in information architecture, UX, and UI design, leading to higher user engagement, increased conversions, and positive feedback from customers. The revamped information architecture, enhanced UI design, and seamless integration of Coles recipes contributed to a more intuitive and enjoyable shopping experience for users across all devices.
In conclusion, the Coles.com.au website redesign project exemplifies Coles Group’s commitment to delivering exceptional user experiences through thoughtful information architecture, UX, and UI design, ultimately driving customer satisfaction and loyalty.