Bunnings x OnePass

A new membership program for Wesfarmers brands.

Background

OnePass is a multi-brand membership program launched by Wesfarmers, aimed at unifying Bunnings, Kmart, Target, and Catch to deliver a range of benefits for members.

As the Product Design Lead, I oversaw the design for the launch of this membership program at Bunnings across both online and in-store touch points.

Navigating the Design Challenges

My mission was centred around three core challenges:

Crafting the Hero Offer: Identifying a compelling value proposition (what do you get for joining) that would not only attract new members but also retain them within the OnePass ecosystem.
Optimising Free Shipping: We explored the appeal and impact of various free shipping offers on subscription value, basket size, and customer comprehension. This was more challenging than it appears. Unlike other OnePass retailers, Bunnings has many large and bulky items, so we faced difficulties in implementing a standard free shipping threshold. Should we offer:
- free shipping for orders exceeding a specific size,
- limit it to certain items (akin to the Prime model), or
- devise a hybrid approach?
Enhancing Account Management: Streamlining the process for both new and existing customers to manage their Bunnings and OnePass accounts effortlessly, covering signup, login, account linking, and OnePass premium subscription.

Background

OnePass is a multi-brand membership program launched by Wesfarmers, aimed at unifying Bunnings, Kmart, Target, and Catch to deliver a range of benefits for members.

As the Product Design Lead, I oversaw the design for the launch of this membership program at Bunnings across both online and in-store touch points.

Navigating the Design Challenges

My mission was centred around three core challenges:

Crafting the Hero Offer: Identifying a compelling value proposition (what do you get for joining) that would not only attract new members but also retain them within the OnePass ecosystem.
Optimising Free Shipping: We explored the appeal and impact of various free shipping offers on subscription value, basket size, and customer comprehension. This was more challenging than it appears. Unlike other OnePass retailers, Bunnings has many large and bulky items, so we faced difficulties in implementing a standard free shipping threshold. Should we offer:
- free shipping for orders exceeding a specific size,
- limit it to certain items (akin to the Prime model), or
- devise a hybrid approach?
Enhancing Account Management: Streamlining the process for both new and existing customers to manage their Bunnings and OnePass accounts effortlessly, covering signup, login, account linking, and OnePass premium subscription.

Background

OnePass is a multi-brand membership program launched by Wesfarmers, aimed at unifying Bunnings, Kmart, Target, and Catch to deliver a range of benefits for members.

As the Product Design Lead, I oversaw the design for the launch of this membership program at Bunnings across both online and in-store touch points.

Navigating the Design Challenges

My mission was centred around three core challenges:

Crafting the Hero Offer: Identifying a compelling value proposition (what do you get for joining) that would not only attract new members but also retain them within the OnePass ecosystem.
Optimising Free Shipping: We explored the appeal and impact of various free shipping offers on subscription value, basket size, and customer comprehension. This was more challenging than it appears. Unlike other OnePass retailers, Bunnings has many large and bulky items, so we faced difficulties in implementing a standard free shipping threshold. Should we offer:
- free shipping for orders exceeding a specific size,
- limit it to certain items (akin to the Prime model), or
- devise a hybrid approach?
Enhancing Account Management: Streamlining the process for both new and existing customers to manage their Bunnings and OnePass accounts effortlessly, covering signup, login, account linking, and OnePass premium subscription.

Role

Product Design Lead

Role

Product Design Lead

Role

Product Design Lead

Designing the full circle of customer engagement: From pre-shop inspiration to post-shop satisfaction.

I needed to accomodate many different linked account combinations to meet strategic objectives and customer preferences.

Executed early-stage prototype testing to gauge customer preferences for account combination options at sign-up.

Result

The launch of the OnePass membership program was a big success for customer engagement and loyalty for Wesfarmers’ brands. The initiative received overwhelming positive feedback, and lead to tangible business impact:

“They spend more – OnePass members spend an average of $1000 online across the group per annum” - Nicole Sheffield, Managing Director, OneDigital Source

To find out more, contact me for a full case study presentation.

Crafted and tested checkout flows to smoothly onboard customers to OnePass during their purchase process.

OnePass members outspend by 2X, proving well designed loyalty programs pays off.

Led the experience design for integrating OnePass across the Bunnings app and website, enhancing touchpoints from membership cards to checkout processes.

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