The Co-op is an organisation made up of several business areas. There’s Food, Insurance, Funeralcare, Electricals, Ventures and Legal and at the moment each one has its own website that sits separately to the rest of the organisation. Historically, this has worked because each site serves a very different purpose, but as the Co-op changes we’re finding this inefficient as well as expensive.
One site will mean more familiarity
At the moment, our sites are maintained and hosted by various external companies. Moving them onto one platform that we manage ourselves makes sense financially and it also gives us more autonomy to maintain and update content which will be better for our customers and members.
Bringing the businesses together on to one, internally-maintained platform will mean there are more visual similarities too. Each business area will use our Co-op design system which will reinforce the Co-op feel – something that’s difficult to do when each site is looked after by external companies.
Better for customers, better for business
Co-op Digital’s role has always been to make things simpler, faster, more efficient for our users (that’s our customers, members and our colleagues too). We spoke to users to find out if we can improve their online experience with us and find out what their expectations might be. Expectations and needs can, of course, be very different.
The research told us that members expect to see all their interactions with the Co-op in one place. For example, if they’d visited our Membership site to find out about their rewards, there’s no easy way to move from there to another Co-op service. At the moment, users tend to leave whichever one of our sites they came to, to go search again for another one of our sites. Users felt that having everything in one place would improve their online experience with us.
It also makes sense from a business point of view. Unsurprisingly, analytics tells us we only see 1% of traffic from our Food site go through to our Electrical business, however, having everything together gives us more of a presence and helps remind customers we do more than just the thing they came to the site for.
We’re starting small
This is a big job and it’ll take a significant amount of time to bring everything together. We’ll be checking in with our users along the way and testing what we’ve built with them to make sure the information architecture works for them.
As always, we’ve started small. Coop.co.uk is the homepage for the Co-op and today we’ve put Co-op recipes live under the coop.co.uk/recipes url. The recipes used to live on dinner4tonight.com – but taking ownership of the content under a url that’s more obviously related to us is important.
Working closely with our business area experts
Co-op Digital has been working alongside subject matter experts from different business areas. Without their knowledge and expertise, it’d be impossible to design and build the right things for our customers.
As the team’s got bigger, we’ve split into 4 streams to focus our work. They are:
- strategy – based on research, decide on and build new things with business units
- iterate – improve the designs by testing with users and looking at metrics
- content – creating and managing content and working with the wider organisation to align it
- ‘engine’ – the technical team that develops and maintains the platform that hosts the site as well as builds reusable back-end components to make it easier to create and scale sites quickly
Gradual and iterative improvement
We’re now working on adding wines and Christmas products to the site in a similar way we did recipes. They’re just a small part of what the Co-op offers but we need to bring everything together gradually while we test our work with users to check we’re making customer-centred decisions.
Over the next year, we hope to bring more of the Co-op businesses under the same same coop.co.uk/ url.
Lead product designer