Dan Murphy's | Craig UX

Endeavour Group

Dan Murphy's Loyalty & Engagement Mobile Application

This project addressed the opportunity to enhance Dan Murphy's existing mobile commerce application by integrating a comprehensive loyalty program and gamified engagement features. The goal was to leverage the application's significant user base to create personalised and engaging experiences across both digital and physical touchpoints, fostering a unique "phygital" connection that complements Dan Murphy's renowned in-store customer service.

Role

As the Lead UX/UI Designer, I was responsible for driving discovery workshops, synthesising findings, and ideating solutions that effectively addressed both business and user needs. My responsibilities also included wireframing, prototyping, incorporating iterative feedback, and presenting key findings and design outputs to external stakeholders.

Goals

Drive increased sales through the Dan Murphy's mobile application.
Significantly boost loyalty program sign-ups and active participation.
Increase the average customer cart size within the mobile application.
Elevate the overall engagement and frequency of use of the Dan Murphy's mobile application.

Timeline

This project was completed within a focused timeframe of three weeks (February - March 2024).

Understanding the Problem

The Challenge

Dan Murphy's possess a well-established loyalty program called ‘My Dan’s’ with approximately 6.2 million Australian members (this is roughly 30% of the total adult population), which is attributed to strong brand recognition. However, downloads of Dan Murphy’s current app and user engagement were limited, primarily due to the application's core functionality being restricted to online purchasing, mirroring the website experience. This presented an opportunity to transform the application into a more valuable and frequently used customer touchpoint.

User Insights

Prior to project kickoff, I conducted usability testing of the existing Dan Murphy's application and a competitive analysis of similar offerings within the Australian market.

Usability Testing: Personal use of the application revealed key limitations:

Redundant Functionality: The app largely replicated the website experience, failing to provide compelling reasons for users to prefer the mobile application.
Limited Product Discovery: The application's reliance on the user's local store inventory restricted product discovery, particularly for specific brands or ranges stocked elsewhere within the city.
Clunky User Flow: The existing navigation and checkout process presented usability hurdles.

Competitive Analysis: Competitors in the Australian liquor retail market either offered similar e-commerce applications or focused on becoming destination apps for alcohol ratings, reviews, and social interaction, aiming to build brand preference for in-store purchases.

Business Objectives

This project directly supported Dan Murphy's strategic goals of:

Boosting Online Sales & Customer Retention: By creating a more engaging and user-friendly mobile commerce experience.
Growing Loyalty Program Engagement: By seamlessly integrating and incentivising participation within the application, as well as offering a new way for users to engage in the Loyalty Program.
Increasing Application Engagement: By introducing valuable and frequently used features beyond basic purchasing.
Leading in Personalisation: By leveraging customer data to deliver personalised offers and experiences, enhancing customer loyalty and driving sales.

Design Process

Approach

Given the project's rapid three-week timeframe, an Agile design methodology was adopted. This allowed for a concentrated focus on the Planning and Design phases, with the understanding that the defined approach would then move into internal Development and Testing by Endeavour Group.

Information Architecture (IA) & User Flows

The initial phase of the project involved leading workshops focused on analysing current and proposed user flows and sitemaps, as well as defining business and user needs and prioritising key features. These workshops informed the development of a streamlined user flow for both purchasing and the newly introduced engagement features.

As illustrated in the user flows to the right, I've outlined a preliminary breakdown of the existing user journey (top) and the proposed future state flow (bottom), which informed the scope of our Minimum Viable Product (MVP). A key pain point, consistently identified during both the initial research and subsequent workshop sessions, highlighted that requiring Delivery Information prior to checkout negatively impacted stock availability. Due to this, I opted to reposition this step within the flow and integrate new features designed to enhance user engagement and social interaction.

Wireframing & Prototyping

A full-day rapid ideation workshop was conducted, employing design thinking exercises such as Crazy Eights, Brainwriting, and the "5 Whys" technique. The resulting wealth of ideas was then synthesised into tangible features. Low-fidelity wireframes were initially created to visualise the concepts, followed by iterative rounds of feedback using high-fidelity paper prototypes. This iterative process allowed for rapid refinement before digitising the agreed-upon design approach and presenting it to the wider team for further discussion and feedback on feature prioritisation and functionality.

Visual Design (UI)

Working within Endeavour Group's established style guide for the Dan Murphy's brand (encompassing colour palettes, typography, and visual hierarchy), I introduced a unique design system tailored to this application update. This included the creation of new iconography and recommendations for an engaging presentation of product tiles. To create a fresh and distinctive feel for this iteration, a minimalistic flat design aesthetic was explored across key UI elements.

Key Design Solutions

The proposed application incorporated several key features designed to address the identified challenges and achieve the project goals:

Personalised Offers & Content

Leveraging Dan Murphy's rich customer data, the application was designed to deliver highly personalised advertisements and offers tailored to individual user preferences and purchase history, aiming to increase average cart size and enhance the overall user experience. This personalisation would be further integrated with gamification and engagement features.

Gamified Engagement Features

To increase user time spent within the application, three key gamified features were introduced in the initial prototype:

Taste Profile: A dynamic feature allowing users to build a detailed profile of their preferred alcohol types and flavour profiles through in-app interactions (purchases, reviews, bookmarks).
In-App Quizzes & Knowledge Building: Engaging quizzes and educational content related to different types of liquor, designed to enhance user knowledge and foster a deeper connection with the brand.
Your Virtual Cellar: A personal library for favourited, previously purchased, owned, or recommended drinks, allowing users to add custom notes and reviews for future reference.

Integrated "One-Stop Shop" Experience

The prototype consolidated various Dan Murphy's offerings, including local events, experiences, tastings, and subscription bundles, into a single, easily accessible location within the application, streamlining the user journey and reducing the need for multiple touchpoints.

Another key consideration was the inclusion of community elements, enabling users to engage in discussions around current trends, food and beverage pairings, and even recommendations for 'bring your own' restaurants.

Accessibility Considerations

Adherence to WCAG AAA compliance was a fundamental requirement for this project. Careful attention was paid to ensuring appropriate text contrast, legible typography, and accessible visual elements throughout the design process.

Final Design

The MyDan's app refresh centred on personalised experiences, leveraging customer data for tailored offers within an engaging interface. The inclusion of gamified features like the "Taste Profile" and "Virtual Cellar" aimed to increase user interaction and deepen brand connection.

Leveraging the integration of loyalty features throughout the purchase journey, I focussed on enhancing the general value of the application for users, aiming to drive engagement.

Please take a look at a more indepth look of the screens & prototype below.

Outcomes and Learnings

Outcomes

This project achieved success on two key fronts. Firstly, it marked the inaugural collaboration between Globant Commerce Studio and Endeavour Group, with the project's smooth execution and positive outcomes laying the groundwork for a continued working relationship. Secondly, the workshop findings and the proposed prototype garnered strong buy-in from the Executive team, paving the way for the project's progression into the development phase.

Lessons Learned

A significant learning from this project was the importance of effective workshop facilitation, particularly when managing a large and engaged group of stakeholders. Implementing a structured approach, providing dedicated "spotlight" time for individual contributions, and reserving time for focused questions proved crucial for maintaining productivity within the tight timeframe.

Next Steps

The immediate next steps for this project involve an iterative design phase incorporating internal user testing to further refine the application based on real-world usage. The insights gained from this testing will inform further workshops and design adjustments before the prototype moves into the development phase, followed by a small-scale rollout and continued testing.

Conclusion

Leading the UX/UI design for the Dan Murphy's loyalty and engagement mobile application was a particularly rewarding experience, especially given the opportunity to enhance a well-known Australian brand. Coordinating workshops with a diverse team and aligning various technical backgrounds and stakeholder aspirations towards a unified vision was a key highlight. The project underscored the importance of effective stakeholder management and the power of collaborative design in creating impactful solutions. Personally, working on a product that I, as a regular customer, would directly benefit from further amplified my enthusiasm for this project. I am eager to see the final application come to fruition and experience the enhanced user experience firsthand.

Thank you for taking the time to review this case study. Please don't hesitate to reach out if you have any questions.

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Skills Highlighted

UX Research

Facilitating and participating in Workshops (Current & Proposed User Flows & Sitemaps, Business & User Needs, Prioritisation), Competitive Analysis.

UX Design

Information Architecture, User Flow Creation, Wireframing (Low-fidelity & High-fidelity), Prototyping (Figma).

UI Design

Visual Design Principles, Typography, Colour Theory Application, Iconography, Style Guide Adherence, Contribution to Design Systems.

Tools

Figma.

Other Relevant Skills

Strong Collaboration, Effective Communication (including stakeholder management), Problem-Solving, User-Centred Design Principles, Commitment to Accessibility Standards.