Cartology AdsManager
Digital transformation of Cartology’s $500m+ retail media business
Client
Industry
Role
Project type
Cartology / Woolworths
Retail media, advertising
Principal consultant
Strategic / Design
Design leadership
SaaS design
UX/UI design
2024-25
Deep-dive avail.
001
Context
Cartology is the retail media business of the Woolworths Group. It connects brands with shoppers using first-party customer data across Woolworths' digital and physical locations.
The business had seen continued success since its inception, generating ~$500M in annual turnover, but the engine under the hood was still largely manual.
002
Challenges
((Scalable design framework)
Commercial growth ($500M+) had completely outpaced design maturity, leading to massive manual overhead.
(Underserved clients)
The lack of a self-serve platform limited the business to prioritise high-touch enterprise clients only.
(Non-scalable design framework)
No internal design framework or component library existed to support rapid, scalable product development.
003
Opportunity
(Scalable design framework)
Lead the ELT through a strategic pivot, moving the business from a manual service model to a design-led product strategy.
(Platform design execution)
Ramp up scale and cadence of platform design and development, refine existing UX/UI and design and integrate new user experiences.
004
Outcomes
(Refined platform experience)
Consolidated and refined existing design libraries, led discovery and design for new reporting and analytics functionality.
(New design function)
Led and grew the design team, consolidated design systems, introduced rituals and increased design quality and output across multiple squads.
(Business transparency)
Used service blueprints to highlight and communicate bottlenecks of internal processes, bottlenecks.
005
Deliverables
1 State of design, product and processes audit
2 Competitor exploration and mapping
3 Post campaign reporting and analytics
4 Vision for product design function and framework
5 Refreshed UI and component library
6 Defined content strategy
7 Scaled design function and design team
Deep dive available.
Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go explore the detail.
HMW work together?
0499 384 622
design@paulhajj.com