WOOLWORTHS BRAND HUB
Driving retention through strategic UX uplift Increasing user retention by 200% while clearer guidance reduced partner and team time spent on artwork rework.
Context
As one of Australia’s largest retail and consumer goods organisations, Woolworths Group manages a broad portfolio of brands spanning food, everyday needs and services. Supporting 20K annual users, the Brand Hub is a critical platform for ensuring brand consistency, clarity and trust at scale.
PROBLEM
Trust in the Brand Hub had eroded despite its role as the brands source of truth. Friction across sub-brand discovery, asset updates and decision-making impacted internal teams, agency partners and supplier partners, limiting efficiency and confidence at scale.
Insight
Save time, build retention
Content creators often lack confidence when writing on-brand copy, leading to delays and inconsistent tone. Ensuring the brand voice remains clear and compliant across all touchpoints can be time-consuming and challenging to scale.
Outcome
Tony - AI tone of voice assistant, guides users in real-time, offering feedback and suggestions that help them align with the brand tone and style - building confidence and reducing approval time.
