Dan Murphy's and BWS Apps

Continuous agile delivery for Australia's most loved liquor brands

Research | UX Design | Usability Testing | Agile Delivery

During my time seconded at Endeavour Group I had the pleasure of working with an incredible community of designers and within some talented and productive squads.

Together we developed app experiences that contributed towards the vision of creating a more sociable future, together.

I led the research, experience design, and design validation for more than 15 initiatives delivering new and improved experiences for customers on the Dan Murphy's and BWS apps.

My Role

UX Designer for 2 squads. Responsible for customer research, feature conceptualisation, UX design, and usability testing

The Squad(s)

UX Designer (that's me!), UI Designer, Product Owner, Delivery Lead, BA, iOS and Android app engineers.


Liquor | e-Commerce


Native iOS and Android Apps


Continue reading to explore some of the highlights from my time at Endeavour Group.

Log in and Registration

That time we crafted a more delightful, intuitive, and flexible log in and registration experience

The opportunity

With the opportunity for a new customer registration activation campaign on the cards, we assessed the current customer sign-up experience and found it serviceable, but lacking in a number of ways including:

  • It provided a somewhat uninspiring experience
  • Several usability flaws added unnecessary challenges to the process
  • The flow wasn't flexible enough to support additional functionality or content if required in future initiatives

Armed with challenges to solve and best practice research I proceeded to design with a goal in mind:

HMW provide a more inspiring and flexible sign-up experience without negatively impacting usability.


After a round of divergent ideation I had a range of concepts for different registration flows and patterns. Because these tasks are so critical (and potentially blocking) to the app experience I decided to leave nothing to chance and developed three functional prototypes for usability testing.


Proven value

With functional prototypes and clear task-based usability testing, I was able to leverage unmoderated testing to validate and compare my concepts with 30+ customers recruited via Askable in just 2 days.

To achieve this I leveraged Lookback and Axure prototypes. Axure allowed me to build prototypes with dynamic flows and live form elements complete with validation. It also allowed me to provide task and feedback prompts to ensure research participants stayed on track and we didn't miss out on any qualitative feedback.

Selected findings

These are just some of the findings that informed design iteration.


Testing showed a strong participant preference for concepts that broke the registration process into smaller more digestible chunks. This was especially obvious when compared to the benchmark original experience which had all forms on a single page


Customers appreciated a more friendly, personable approach to UX copy.


Concepts which attempted to reduce steps by showing the log in form or a smart email field designed to path users to either log in OR register were shown to be more prone to error or confusion

We addressed the final finding without negatively impacting existing customers by providing explicit choice via buttons for fresh app installs and bringing the log in form to the forefront for existing installs.

Shortly after the release of the new log in and registration experience, something happened that proved the value of our design approach:

The team responsible for business customer engagement reached out to see if we could identify business customers on sign up.

Our new registration flow which leveraged multiple steps and progressive disclosure meant we could very easily include a checkbox prompt and add a new screen specifically for business customers. This dedicated screen meant we could also capture rich details such as business type and ABN to further support business engagement activities.

Shopping missions

That time we made it easier for customers to choose how, when, and where they got their order.

The challenge

Dan Murphy's had offered same-day delivery within 2 hours for some time. While a convenience boon for customers, the way the app captured a customer's delivery preference did not support a seamless shopping experience.

Because customers chose how they wanted to get their order at checkout (pick up, standard delivery, or same day/scheduled delivery), many found items they had already added to their cart were not available for same day delivery. This moment of friction and disappointment not only negatively impacted their experience and perception of the app but also potentially led to cart abandonment or order value reduction.

The opportunity

It was clear we needed to let customers choose how they wanted to receive their order earlier in their shopping journey.

How might we encourage customers to choose their shopping mission earlier in their journey so they only see products that they can actually get their hands on


Proven value

I proceeded to explore the potential moments and opportunities to encourage this selection within a customer's shopping journey. To better empathise and communicate design decisions, I framed flows around customer needs or missions. During this process It became clear that where they wanted their order was just as important as when.

With this in mind I proceeded to design a new shopping mission module that would allow customers to view and select where and when they wanted their order. This module was shown anywhere customers could see product.

Doing so meant we could show products that the customer could actually get and prevent them from adding those they couldn't to their cart.


After validating with customers and logistics team members we explored additional flows and experiences to handle edge cases and tricky moments including:

  • Warnings and alerts for cut off times for same day and scheduled delivery, and
  • Next best option selection for missed windows

One of the key learnings from this initiative was how effective exposing delivery timelines and providing a simple way to change them was for helping customers discover and compare different delivery and collection options.

Oh, and the number of customers faced with "this product isn't available for delivery at this time" dropped substantially!


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