WOOLWORTHS BRAND HUB
The UX uplift delivered a 200% increase in user retention, while clearer guidance and decision-making within the Brand Hub reduced time spent by partners and teams on artwork rework.
Context
Woolworths Group is one of Australia’s largest retail and consumer goods companies, operating a diverse portfolio of brands across food, everyday needs, and services. With many teams and partners using brand assets daily, their Brand Hub plays a critical role in maintaining consistency, clarity and trust across all touchpoints.
Challenge
Assess and improve the UX across three key user journeys within the brand hub: Internal teams, Agency partners, Supplier Partners.
➔ Discoverability of sub-brands
➔ Brand onboarding experience
➔ Other opportunities for improvements
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.
