Woolworths
designing a learning destination that helps a national retailer's customers spend, eat, and live a little better
Making The Difference is Woolworths' consumer-facing platform for ideas, recipes, and how-to content — a space where the retailer's editorial work, video series, and product knowledge can sit alongside one another in a way that feels useful rather than promotional.
We worked with the Woolworths team to redesign the platform end-to-end: information architecture, the article reading experience, the video and booklet libraries, and the system of cards and covers that ties the surface together. The work covered product strategy, UX, UI, and the design system used by the in-house team to ship new content formats.
Services
- Product Design
- UX Research
- Editorial Design System
- Mobile App
The Brief
Take a sprawling catalogue of editorial, recipes, and video and turn it into one platform people actually browse for fun.
Making The Difference had grown over years into a deep but uneven library — strong content trapped inside surfaces that did not invite people in. The redesign needed a clearer top-level architecture, a reading experience that respected long-form content, and a system of covers and cards that could hold everything from a 30-second tip to a multi-part series without each format feeling out of place.
Article Reading
The article view was rebuilt around long-form reading on mobile, with editorial controls for callouts, ingredients, and inline media that authors can reach for without leaving the writing flow.
Covers & Cards
One card system covers articles, videos, courses, and booklets, with editorial tokens that let producers shape each cover without breaking the shelf.
Every surface — homepage shelves, category pages, library views — pulls from the same card primitives. Aspect ratio, image treatment, badge slot, and text density are governed by a small set of variants, so a Friday-night recipe and a long-form series can share the same row and still read distinctly.
