Redesigning Australia’s Largest Retail Summer Promotion

Driving a 100% User Interaction Rate and 12x Conversion Increase through Strategic UX

The Challenge:

"Cooler" is BWS’s largest annual summer promotion, designed to drive app downloads, revenue, and daily engagement via a free-to-play swipe game. While highly anticipated, the 2021 campaign faced significant usability barriers. Customer feedback identified the prize redemption process as confusing and time-consuming, and a lack of access to the experience itself suppressed engagement. Furthermore, the strategic imperative to manage a $30 million prize pool with a "1 in 3" win rate and enable in-store prize redemption (a BWS-first capability) added immense technical and operational complexity across digital and physical environments.

The Strategy:

I led the end-to-end UX delivery, coordinating requirements across digital CX, marketing, merchandise, legal, and multiple third-party agencies. To manage risk, I instituted a data-driven discovery phase, leveraging customer insights and stakeholder workshops to define core requirements. This translated into several different design concepts that were reviewed for technical feasibility and business priority. Once aligned, I created comprehensive wireframes and conducted multiple rounds of user testing to validate that the identified friction points were resolved before moving to high-fidelity design and development.

The Impact:

The redesigned Cooler 2022 experience was a definitive success, achieving the most successful promotion in BWS history by generating over $8.18 million in total sales. The new user experience directly attributed an additional $1.9 million in sales to the Cooler feature within the app and resulted in a 12x improvement in conversion rates year-on-year. My strategic focus on engagement and access yielded a 100% user interaction rate—every single person who downloaded the BWS app interacted with the feature—resulting in 387,000 new app downloads and propelling the app to a Top 2 spot in the iOS App Store (Food & Beverage category).

Tools: Figma, Miro, Askable, Lookback, Confluence/Jira, Sheets, Slides

The Process

To uplift the previous high-friction campaign to a high-converting, multi-channel experience, I led a design process that synchronized customer needs with complex business operations and a massive prize inventory.

  • Cross-channel Stakeholder Alignment: Facilitated the coordination effort required across marketing, legal, merchandise, and external agencies to achieve consensus. By leading discovery workshops and regular conceptual reviews, I ensured clear communication and buy-in on the user flows and features.

  • Data-Driven Concept Validation: Initiated a discovery phase that defined key requirements using customer insights and data, especially feedback from the previous campaign. I translated these into multiple design concepts, leading internal reviews to verify technical feasibility and resource capabilities against business priorities before moving forward.

  • A "BWS-First" Service Blueprint: Engineered the end-to-end service design required to enable in-store prize redemption—a complete technical and operational first for the business. This required mapping the journey across digital interfaces and physical POS systems to ensure a seamless workflow for both customers and store team members.

  • Iterative Usability Testing: Following concept alignment, I produced comprehensive wireframes and led multiple rounds of user testing. This rigorous validation process ensured that the core "difficulties with essential functionality" identified from the previous year were definitively solved.

  • Engagement and Access Optimization: To maximize daily usage and achieve a 100% interaction rate, I strategically optimized the experience. This included working with a UI designer to introduce updated graphics, a new homepage widget for instant access, and the addition of sensory elements to create an attractive and repeatable daily habit loop.

Business Impact

The strategic UX and operational frameworks I delivered provided a massive return on investment, smashing all primary KPIs, establishing a strong foundation for future campaigns and fundamentally uplifting BWS’s digital maturity.

Record-Breaking $8.18M in Sales

My design leadership directly contributed to Cooler 2022 becoming the most successful promotion in BWS history, generating over $8.18 millionin total sales.

12x Conversion Improvement & Direct Revenue

By simplifying and shortening the core prize redemption journey, I helped to achieved a 12x uplift in conversion rates year-on-year. This CX uplift directly attributed $1.9 million in sales to the Cooler feature within the app.

100% User Interaction & App Store Takeoff

Through increased engagement and the delivery of a superior swipe experience, I achieved a 100% user interaction rate. This massive engagement helped result in 387,000 new app downloads and propelled the BWS app to a Top 2 spot in the Food & Beverage category on the iOS App Store.

Permanent Multi-Channel Asset

The "BWS-First" in-store redemption functionality was designed as a reusable operational asset. This created a permanent, proven playbook for future integrated marketing campaigns, protecting the company's long-term technology investment. Most notably, it has evolved to support the current ‘Appy Deals’ campaign.

Technical Skills

  • Figma

  • Miro

  • Askable

  • Lookback

  • Confluence/Jira

  • Sheets/Slides

Design Skills

  • Stakeholder management and alignment

  • Data-driven insights and usability testing

  • End-to-end wireframes and high fidelity designs

  • Omni-channel service design

  • Conversion rate optimsation