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Overview
Problem
Processes
Challenges
Outcome
Breakdown
Top
Overview
Problem
Processes
Challenges
Outcome
Breakdown
Top
Revisioning
Woolworths Careers
Revolutionising Woolworths' Talent Attraction: Redefined Career Site & Application Experience
overview

Woolworths, a major Australian multinational in retail and finance, employs over 200,000 people across 13 brands. In the competitive job market, the demand for skilled talent is intense, yet the existing applicant experience falls short of industry standards.

Woolworths seeks a seamless application process by integrating a new Team Value Proposition (TVP), Woolworths group branding, and has acquired a new applicant tracking system (Avature). We enhanced conversions and application completions by crafting a narrative-driven experience reflecting Woolworths' new team value proposition, prioritising engagement, inclusivity, accessibility, and mobile optimisation.

role

UX/UI Designer responsible for managing initial concept development and design progression, competitive and comparative analysis, workshop facilitation, wireframe designs, usability testing, and conducting multiple share backs sessions.

platform

Desktop & Mobile

type

Career Site Re-design

year

2023

Problem

The existing Woolworths career experience faces several issues:

📖 Storytelling and Branding Gaps
The absence of compelling storytelling and inconsistent branding elements diminish Woolworths' ability to showcase its unique value proposition as an employer of choice.
🤔 Inclusivity and Accessibility Concerns
The current platform lacks consideration for inclusivity and accessibility, hindering individuals with different abilities from fully engaging with the Careers site, thus limiting the talent pool
🛤️️ Navigation Challenges & Disjointed User Journey:
The absence of cohesion and uniformity across touch points results in a frustrating and inefficient navigation process, impeding efficient information retrieval for users.
📱 Mobile Usability
The current non-optimised mobile solution poses challenges for users, potentially resulting in a loss of candidates who prefer mobile application experiences.
Processes

Our journey to transformation involved several key stages:

Artefact Gathering
Reviewed and audited existing resources to assess relevance and inform our designs.
Competitive and Comparative Analysis
Revealing strengths and weaknesses of competitors
Look & Feel Workshop
Define visual identity and direction to ensure alignment with Woolworths' brand and user preferences.
Concept Designs
Brainstorming and designing 3 distinct concepts.
Wireframe Designs
Developing mid and high fidelity wireframes.
Accessibility Reviews
Conducted accessibility sessions to ensure designs adhere to standards.
Design Review Workshops and Shareback
Gathered input from stakeholders and incorporated feedback into design iterations
Recruitment and User testing
Organised user recruitment to ensure diverse representation, including people with different abilities.
Tech Feasibility
Assessed design feasibility and ensured consistency between design and implementation with technical teams.
Challenges
Pioneering the Integration of Woolworths' Team Value Proposition into Designs

Our team established the precedent, navigating challenges from translating abstract values to setting consistency standards. We shaped a distinctive narrative-driven strategy for Woolworths' future designs in a competitive market.

Navigating a Large Multifaceted Client Environment

Our challenges included an incomplete design system, technological constraints, and managing layered feedback from stakeholders at Woolworths and external consultants. The influx of ideas from various business parties highlights the need for effective and strategic internal stakeholder management.

Designing for everyone

Our design ethos for Woolworths prioritised inclusivity on all diverse communities. The testing phase demanded meticulous coordination through askable to ensure diverse representation, highlighting the significance of teamwork in crafting an authentically inclusive design.

Outcome

The redesigned career site seamlessly integrates with Woolworths' ecosystem, ensuring a unified user experience that enhances engagement.

Team value proposition front and centre.
The career website vividly brings the Team Value Proposition to life, shifting from mere listing to active demonstration.
Mobile Optimisation
With full mobile optimisation, the career site offers accessibility to users anytime, anywhere, across all devices.
Celebrating Woolworths commitment to diversity and inclusion

Our designs embody Woolworths Group's strong commitment to diversity and inclusion, fostering a sense of belonging through carefully curated content and layouts.

Intuitive navigation for career seekers
The new design ensures intuitive navigation and transparency, allowing users to easily explore the depth of Woolworths beyond its supermarket identity, catering to diverse career paths.
Clear and Defined Application Process
Users navigate a seamless application process, easily identifying key actions, understanding expectations, and progressing with confidence.
Project
Breakdown
Care about processes, not just
the overview? keep reading!
Understand
Workshops and reviewing pre-existing research underscored our role to navigate many moving parts to craft an engaging user experience.

This includes brief requirements, existing research, Woolworths branding, and the new Team Value Proposition (TVP), complex business teams, while navigating the adoption and design of Avature, a new application tracking system.

Define
Integral to our success, the look and feel workshop played a fundamental role in kickstarting our design processes on the right foot.

Structured to elicit stakeholder votes on features through the lens of their own Team Value Proposition (TVP), it not only prompted them to visualise the TVP, a step they hadn't taken before, but also positioned us for design success.

What elements effectively convey the value of 'A genuine level of care'

What elements effectively convey the value of 'Endless possibilities'

What elements effectively convey the value of 'Leading the way'

Develop
Unveiling Career Site Themes Through Workshop Insights

Synthesising findings from the look and feel workshop, we steered the concept design of the career site towards three primary themes:

These concepts served as a valuable exploration, enabling us to express the Team Value Proposition (TVP) through to the designs consistently across all career pages.

Through a series of share-back and feedback rounds, we unraveled stakeholder thoughts and perspectives. The final designs were ultimately a blend of each theme.

We conducted a total of 50 usability tests, consisting of 10 moderated and 40 unmoderated sessions, capturing diverse perspectives.

For our usability testing phase, we meticulously crafted mid to high-fidelity versions of 20 pivotal pages on the careers site. This process was complemented by a robust recruitment strategy, ensuring a varied participant pool.

Our research goals were tailored to assess task accuracy and efficiency, validate information architecture, understand sentiments towards language and content, evaluate mobile responsiveness, and ensure accessibility and inclusivity.

Some snippets from the usability test:

Deliver
Overall, the usability testing results were highly favourable, with an average rating of 4.4/5 from 40 participants, signifying a strong user experience.

Key Insights and Recommendations:

Through these insights the pages went through rounds of changes and feedback sessions, and were documented for development.

We eagerly anticipate the site launch, anticipating key metric tracking, including conversion rates and application completion rates.