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MLA (Meat & Livestock Assoc.) and Coles VR experience
Role
Lead Designer
Created at
Wunderman Thompson WPP
Disciplines
UX research
Strategy
Concept development
User testing
Creative Direction
Sector
SFMG Retail
Challenge
Coles and MLA research suggested that red meat sales are in decline. A key insight revealed that outside the usual cuts and common dishes, carnivores were unsure of how to cook red meat. They came to us with a request to explore how VR technology could be utilised to engage consumers and drive revenue.
Approach
After the discovery and research phase, we ideated ways of engaging and inspiring customers with useful tools that had a VR aspect to them.
These were then prioritised based on a feasibility and impact, grouped into product ideas and then tested with users.
Solution
The three ideas: 'Scan & Plan', 'Tender,' and 'Butchers Best,' use AR experiences in different ways to help customers plan their meals and expand their knowledge of different cuts of meat. These experiences also use Coles Online and Flybuys customer purchase behaviour and Coles recipes APIs to deliver a personalised and relevant experience for each user.
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