MYER

Bringing two of Australia's most iconic brands together.

I spearheaded numerous intricate internal projects aimed at enhancing Myer's operations, where I served as the Lead Designer. These initiatives included:

1. Intensive Service Blueprinting: I meticulously mapped out the entire operational ecosystem of Myer, enabling us to gain a comprehensive understanding of its intricacies.

2. Redesigning In-Store Point of Sale Software: By completely revamping our in-store Point of Sale software, we significantly improved both check-out times and the overall staff experience.

3. Designing the Promotional Teams Software: I developed an innovative software solution to manage discounts and offers appearing on the Myer website and in-store, providing a seamless promotional experience.

Additionally, I assumed the role of Lead Designer for our flagship and roadmap projects, which encompassed the following achievements:

1. Pay with Points Integration: Collaborating with CommBank and Velocity, we successfully integrated a "Pay with Points" feature, resulting in a remarkable $40 million increase in revenue for Myer. This project stands as Myer's most successful digital endeavor to date.

2. Enhanced Customer Delivery Experience: I orchestrated improvements to our customer delivery process, introducing an Express Delivery option that elevated the overall experience for shoppers.

3. Optimized Pricing on Converting Product Pages: By enhancing the pricing presentation on key product pages, we increased conversions and maximized sales.

4. Expanded Payment Options: To facilitate faster payments and checkout, we expanded the available payment methods to include Card on File and Paypal options.

5. Immersive Shopping Experiences: I spearheaded the introduction of Augmented Reality with 'Virtual Try-On Makeup,' enabling customers to explore new ways of engaging with our products.

One of the most formidable projects I encountered was merging the Myer and MYER one registration and login journeys. This endeavor coincided with the peak of the COVID-19 pandemic, demanding urgent digital investments to ensure Myer's survival. With a newly formed digital team and impatient executives, we tackled this complex challenge head-on.

Project Objective:

MYER one (M1) is one of Australia's most recognizable brands, yet customers and visitors expressed frustration over the separate experiences offered by Myer and MYER one. Our primary goal was to audit and redesign a unified experience that would seamlessly integrate both brands within a single journey, thereby enhancing the shopping experience and generating increased customer loyalty and lifetime value (LTV).

To complicate matters, our technology constraints prevented us from re-platforming legacy systems such as WCS (Myer) and Salesforce (M1). Consequently, we adopted an iterative build approach for each touchpoint, including combined registration for Myer and M1, as well as the delivery of exclusive M1 pricing across both platforms.

Overview

End-to-End Sr. Product Designer: Creating a Seamless Customer Experience

Objective:

My role as an End-to-End Product Designer was to streamline the customer journey by enabling customer to register for both Myer online and MYER one simultaneously, eliminating any account management complexities.

Customer Challenges:

1. Inability to Login with MYER one Credentials: Customers encountered difficulties logging into Myer.com.au using their MYER one credentials, resulting in frustration and hindering their online experience.

2. Confusion and Forced Account Registration: Users attempting to log in often found themselves forced into a new account registration path, leading to confusion and a fragmented user experience.

3. Unreliable Data on User Impact: The exact percentage of users affected by these issues remained unknown due to a lack of reliable customer account and transactional data. However, the problem was evident in NPS/VoC survey feedback.

Approach:

1. Prioritizing Key Conversion Elements: To address these challenges, our focus was on optimizing key conversion elements and pages, aligning them with eCommerce best practices.

2. Streamlining Branding Decisions: Recognizing that branding decisions would require significant time, we prioritized them first, such as introducing color changes and new branding page elements.

3. System Constraints: Due to system constraints with MYER one on Salesforce and Myer on WCS, full consolidation was not possible. However, we aimed for a cohesive customer experience within these limitations.

Customer Benefits:

1. Simplified Registration Process: Customers would enjoy the convenience of a single registration form, reducing the complexity of managing multiple accounts.

2. Reduced Confusion: By streamlining the login process, customers would no longer be confused by forced account registrations and disparate login paths.

3. Seamless Integration of MYER one: Customers could seamlessly link their MYER one account from day one, ensuring a smooth transition between platforms.

4. Elimination of Duplicate Efforts: With a unified registration process, customers would no longer need to enter the same data on two separate websites, saving time and effort.

Business Benefits:

1. Increased MYER one Registrations & Tag Rate: A simplified registration process would result in higher MYER one registrations and increased usage of loyalty tags, boosting customer engagement.

2. Step towards Single Sign-On/Up: This initiative served as an incremental step towards achieving a single sign-on/up solution, enhancing the overall user experience.

3. Database Convergence: The integration between the WCS and Salesforce databases created a convergence, enabling more complete MYER one customer profiles.

4. Enhanced User Data Quality: By eliminating duplicates and ambiguous data, the database would contain high-quality user data, providing valuable insights for business operations.

Guiding Questions:

1. Validating the Problem: What customer verbatim exists in NPS/VoC data that supports the identification of this problem?

2. Field Dropout Analysis: What is the dropout rate in Google Analytics for the relevant form fields?

3. Leveraging Existing Resources: Are there any existing research or design files (e.g., Figma) available in the Research Repo that can inform our approach?

4. Documentation Review: What documentation do we have regarding the customer problem and the Jobs-to-Be-Done (JTBD) framework?

5. Backend Constraints and Business Rules: What are the specific system constraints and business rules that we need to consider?

6. Ensuring Transparency in Initiative Requirements: How can we track changes in initiative requirements more transparently to maintain project clarity and alignment?

With combined signup in place, new opportunities were possible

By creating a merged view at registration and login, we looked to bring more of MYER one's value onto the Myer website. We looked to create MYER one discounts on select products to improve retention and AOV.

Previously to register for MYER one, users had to visit a separate website or use the app. A large proportion of users did not know that Myer and MYER one were separate, only finding out once they tried to reset a password and got stuck. A significant percentage of our users only had an MYER one account. This caused issues at login, interrupting check-out and causing cart abandonment.

Now that this issue has been resolved on the front-end, we would look at applying a new pricing layout and offer for MYER one.

UX Benchmarking

Analysis of Baymard UX Benchmark results and competitive analysis of local competitors was the first step.

The assessment of 63 major eCommerce sites and 245 product pages across leading retailers globally, yielded clear insights into product page attributes that adhere to or violate best practices. These insights were factored into the design of key conversion elements and pages, namely; Product Tiles and Product Pages.

Baymard Institute is a research body that provides these indicators to determine what world-class pages must look like to drive conversion and an outstanding customer experience.

User Flows

A primary user flow was developed for internal team communication purposes. Several sub-user flows were created for engineering to show the impact Exclusive pricing would have one key scenarios around customer Myer and/or MYER one membership status.

Key challenges

Several key scenarios exist:

1. EPS1: Existing Myer, existing MYER one (linked account) - Login as normal, continue to checkout, price applied at checkout.

2. EPS2: Existing Myer, existing MYER one (not linked) - Login as normal, continue to checkout, apply M1 at checkout

3. EPS3: Existing Myer, new to MYER one - Login as normal, unable to register M1 easily (must visit myerone.com.au). No ability to register M1 within checkout.

4. EPS4: New to Myer, new to MYER one - Register as normal (SSU), continue to checkout. Price applied at checkout.

5. EPS5: New to Myer, existing MYER one - Attempt to login to Myer as normal. Users attempt to login to myer site with M1 creds. (NPS/Pulse issues)

6. EPS6: Guest checkout - Apply existing M1 at checkout. No ability to register in checkout

Priming users to login with MYER one credentials was going to be an issue that, based on current state, took users away from the purchasing journey and to another site or disruptive flow. This was the case across several scenarios (EPS2, EPS3, EPS5).

I created journey's for each scenario introducing a MYER one intercept modal post-login (img: below | top) and repurposed the current MYER one side draw (img: below | bottom), allowing the users to register for MYER one or link their account with minimal disruption and avoiding them moving off-screen.