Elena Farragher

Elena Farragher
  • Digital experience manager at Countdown
  • Auckland, New Zealand

Elena Farragher is the Digital Experience Manager at Countdown where she is responsible for driving the practice of design and a customer-obsessed mindset across their agile Digital team - CountdownX. Her team of UX designers, researchers and strategists design things like the myCountdown App, the online shopping website, and Olive the chatbot, right through to the tools used by thousands of in store personal shoppers every day. Elena is a passionate advocate for bringing design thinking to non-designers to enable problem solving as a team.

TALK

Wine, bacon and periods: Product categories and our journey to wrangle them

How do you go about fundamentally changing a structure that has existed for decades? That doesn’t have an owner, but has dozens of stakeholders? That has grown organically, unchecked, until bloated beyond usefulness? And how do you build a persuasive argument for changing that structure, which permeates all levels of an organisation. This is the challenge that Countdown and Digital Arts Network faced when they undertook a review of Countdown’s online shopping categories.

In this talk, Elena Farragher (Countdown) and Jennie Leng (DAN) will describe their journey to simplify, standardise and modernise Countdown’s product categorisation schema. As well as the process and methods used, they will share interesting insights into how we as consumers shop and research online, how we chunk up our shopping lists, how common language plays a role in taxonomy, and how clues and previews can support wayfinding.

Elena and Jennie will outline the 8 principles they developed to guide and future-proof the new categories, which can be applied to almost any information architecture review. They will also talk about the most significant change they introduced with the new product categories - one that made headlines around the world.



Jennie Leng
  • UX director at Digital Arts Network
  • Auckland, New Zealand