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Introduction

As the CX UX Lead at Officeworks, I spearheaded the CX 50 Project, a comprehensive initiative aimed at enhancing the customer experience (CX) across Winc’s digital platforms. The project originated from a UX audit conducted during my tenure at Winc, where I identified opportunities to optimize the website’s CX and increase revenue. Leveraging insights from customer feedback, NPS data, and analytical research, I proposed 100 CX changes, primarily quick wins targeting customer friction points.

… Great job done guys, with your CX50 project. Our NPS increased from 43% to 51% in just three months ... 

Project scope:

The CX 50 Project involved evaluating Winc’s websites and implementing 100 CX tweaks within 100 days, with the objective of achieving a 1.5% conversion uplift, contributing to a projected $15 million increase in revenue.

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
Usability Audits
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research

UX PROCESS INVOLVED
Data Analysis & User Research
80%
Complex UI and interaction design
85%
Project lead and management
80%
Stakeholder facilitation
75%
Workshops
75%
Low-Fi and Hi Fi Prototypes
85%
Dev support
65%
Post implementation analysis
70%
Methodology and approach:

UX Audit and Analysis: Conducted a thorough evaluation of Winc’s websites, identifying pain points and areas for improvement through customer feedback, NPS data, and analytical insights.

CX Tweaks Identification: Identified 100 CX changes, focusing on quick wins that addressed customer friction points and had the potential to drive conversion uplift.

Prioritization and Implementation: Prioritized the CX tweaks based on impact and feasibility, ensuring efficient implementation within the stipulated timeline.

Monitoring and Optimization: Monitored the performance of implemented changes, continuously optimizing strategies to maximize conversion uplift and revenue growth.

Outcomes:

Achievement of Conversion Uplift Target:
Successfully achieved the target of a 1.5% conversion uplift within three months of project initiation, contributing to a significant $15 million increase in revenue.

Positive Impact on Customer Experience:
The CX tweaks resulted in a smoother, more intuitive user experience, reducing friction points and enhancing overall customer satisfaction.

Quick Wins Implementation:
Most of the implemented changes were quick wins, demonstrating the effectiveness of addressing customer pain points identified through data-driven insights.

Foundation for Future Enhancements:
The success of the CX 50 Project established a solid foundation for ongoing CX optimization efforts, paving the way for further improvements and innovation.

Cotinued efforts:

Building on the success of the CX 50 Project and the positive outcomes achieved, I am currently leading the CX 100 Project, aiming for a 1.75% conversion uplift by implementing the remaining recommendations made during the initial UX audit. This ongoing initiative reflects our commitment to continuous improvement and delivering exceptional customer experiences across all digital touchpoints.

conclusion:

The CX 50 Project at Officeworks exemplifies our dedication to leveraging data-driven insights and innovative strategies to enhance the customer experience and drive revenue growth. By identifying and addressing customer pain points through targeted CX tweaks, we not only achieved significant conversion uplift but also laid the groundwork for ongoing optimization efforts. The project’s success underscores the importance of prioritizing customer-centric initiatives and continuously striving for excellence in CX design and delivery.