When Andrea joined Coles online as its Customer Retention & Loyalty Marketing Manager, the shopping website's user experience was unintuitive, time-consuming, and not able to support the volume of peak selling days -- and certainly not support its ambition to grow beyond $200m in yearly revenue.

After successfully implementing an email segmentation program and Recency Frequency and Monetary Value (RFM) framework to engage repeat customers and extend LTV, she was selected to lead the marketing efforts to progressively migrate 400k customers to the new website which was getting ready to launch, as Customer Marketing Strategy Manager for Coles online.

After stepping into this role and devising the program to onboard customers to the new experience, sales were declining significantly through the staggered roll out and customers were abandoning their relationship with Coles online instead of embracing the new user experience. Although change aversion is natural, the significant sales impact signaled that there were larger issues at play.

• Andrea played a critical role in helping uncover the reasons for abandonment. Andrea met with customers, collaborated with a UX agency to conduct usability studies, implemented an on-site feedback capture, listened to customer calls, and analyzed web behavior data to help uncover key qualitative and quantitive insights about the points of friction.
• This user experience analysis helped the business understand user needs and desires, which were then prioritized based on effort and complexity to design and build, and business benefit (including cost reduction and revenue), resulting in several new features growing AOV and retention rate.