Catch of The Day

Australia’s favourite place to shop online

Towards the end of 2013, Catch noticed a shift in their customers – they were mobile and constantly shopping on the go. Picking up on this trend, they decided to focus their efforts on acquiring and pushing more customers towards their mobile app. This meant adopting a mobile and customer first mindset and focusing on delivering the best mobile shopping experience to their customers.

Sector Shopping

Industry eCommerce

Year 2013-2016

My role

As a the lead and only designer, I worked across the business on designing an omni channel shopping experience, demonstrating to management the value of research, ux thinking and how to apply a mobile mindset to create a seamless shopping experience. Collaborated closely with producers and engineering teams to ensure and maintain quality and consistency in the end product. I later went on to do the same for their other businesses like Scoopon, GroceryRun and MumGo.


  • UI Design
  • User flows & assets
  • Prototypes
  • Component specs


  • User interviews
  • User testing sessions
  • Research synthesis

Who we designed for

Regional families

Young families with 2 or 3 children living in the countryside. They're price conscious, but have purchasing power. Highly values fast and efficient shipping.

Super savers

Primary concern is low prices and getting the best deal possible. Frequently responds to email marketing and keeps a close watch on sales and price reductions.

Seasoned shopper

Used to shopping online and uses a variety of apps. Defaults to buying online and comfortable with large purchases online. Sets a high bar for shopping experience and quality.

Kicking off a discovery phase

The discovery phase was a quick, high‐intensity effort that allowed me to audit the existing work, review the competitor landscape, understand the vision, and begin research into user needs, behaviours and pain‐points.

Understanding the business

I started with staff interviews talking to people like buyers, product owners, analysts, customer service personnel, operations personnel and many more key stakeholders. Alongside that effort I reached out to customers using a survey and a rotating group of questions that I got customer service to ask at the end of each call. In addition to understanding those key groups of users, I also analysed the huge amounts of data we had from the services Catch was using to power their online business.





Grouping themes

With the interviews wrapped up, I started to look for common themes to group interview insights. This was an incredibly helpful exercise as it showed the business the issues their customers were experiencing.

It also helped us balance features and customer experience issues. We took all of this and fed it into the product roadmap to picture out a way to start delivering a better experience.

Mapping the competition

I also conducted an extensive competitor analysis to understand the landscape and what we were competing against. I spent time dissecting competitor apps and reading app reviews to understand what issues their customers were experiencing.


Once we had our key themes and priorities identified, I moved on to wireframing ideas for those key areas identified. Wireframes allowed me to quickly get feedback without spending too much time in the details, which was very important with our tight deadlines.

Improving the browsing experience

With increased sales events, customers were struggling to consume the sales in an efficient manner. The most frequent piece of feedback was they were spending too much time figuring out common events that they were interested in purchasing from.

Revealing categories

Data revealed there were clear segments and customers who bought items from similar categories. These categories were available to us in house, but the groupings were not exposed to our customers. We pushed out an update that gave customers the flexibility to browse sales by category.

Filtering products

One of the biggest pieces of customer feedback we received was the difficulty they experienced consuming large sales. Searching was great, but filtering would be ideal. With a limited budget for testing, we tested internally — which gave us great insight around what was working and what wasn't. Users appreciated the filter function, however a few missed it and most didn't like browsing through the large lists. We learnt that they preferred filters that auto-magically refined the options available when they selected something.

Applying our learnings

Increasing prominence and canning large lists that didn’t auto filter in favour for an accordion scored better in our next round of testing. To really strengthen the connection between sales, products and filtering, we added a visual transition between screens so customers had an idea of where they were and where they came from.

Purchasing with confidence

With browsing sorted, I went on to tackle the next stage of the shopping experience — purchasing. Our goals were to make customers feel safe and confident when purchasing from us.

Parcel splits

Discounts applied

Shipping costs

Credit used

Understanding problem areas

Observing how customers shopped through remote testing sessions and speaking with customer service taught us a lot. We learnt how customers think when purchasing, concerns they had and things they look for when finalising a purchase. We started to notice common themes emerge and setup priorities to help us attack those areas first and get them higher up on the roadmap.

Keeping it simple

Holding their hands and clearly providing a cost breakdown was really appreciated. It made customers feel safe and more likely to return and shop with us.

Easy order tracking and returns

Customers who shopped on the app couldn’t track their orders through the app. They had to use the website or search their emails for the dispatch notifications sent from Australia Post . This fragmented experience caused a lot of issues for them and for customer service.

Straightforward tracking

Through close collaboration with engineering and Australia Post, we secured access to an order tracking API that allowed us to present order tracking information to our customers.

Simple returns

One of the big pain points for customers was initiating returns. Internally, customer service had issues managing returns initiated and helping customers resolve their returns.

Digitising this process and leveraging the device camera allowed customers to provide sufficient evidence required for a successful return, and helped customer service reduce the turnaround time resolving those returns.

Rolling out the red carpet

As the business grew, the rate of customer acquisition was increasing and the existing customers were purchasing more. We wanted to welcome, educate and convert new customers and at the same time increase the average order value (AOV) of existing customers.


First impressions count. A lot. New customers who’d never heard of us and downloaded our app needed to feel welcome and at home. A couple of easy pointers that explained how sales events worked and how we make the shopping experience a breeze — keeping a friendly vibe throughout.

Membership program

With the goal of retaining and rewarding customers in mind, we created a subscription based membership program called Club Catch. This gave us the opportunity to drive more sales through rewards, free shipping, exclusive deals and special access to sales events. With a tight turnaround, I had to be strategic around how we primed, onboarded and managed subscriptions.

Subtle priming

Not wanting to create the impression that shopping was now tied to a membership program, we decided on a simple subtle component that could be easily reused throughout the app. This allowed us to quickly prime customers and sign them up easily.

Easy signup

Once primed, I wanted to benefits and signup to be as clear as possible and for us to easily onboard these new customers. The idea was to get them in, and seamlessly let them continue shopping with us.

Pain free management

The last piece of the puzzle, was membership management. We didn't want to create the feeling of being locked in and wanted to make management clear and straightforward. Communicating stages of the membership and remaining time was all made clear and leveraged the existing pop up component to ease development effort and time.

To make things easy for developers, I packaged it all into a simple, easy to digest workflow. This allowed them to envision how all the components were reused and came together in the application.

Developer handoff

Part of a designers job is to supply developers with as much information as we can. It not only makes their job easier, it also helps ensure that our designs are implemented exactly how we designed it. I created style guides for the engineering teams and specced out components used throughout the experience.