Key Outcomes
Modern, accessible design system implemented across multiple brands, ensuring consistency and scalability.
Site-wide optimisation and checkout redesign drove a 3.8% uplift in conversion and an additional $30M in annual revenue.
Loyalty membership growth nearly doubled in 12 months, with higher average transaction value and stronger engagement.
New digital loyalty experience and onboarding flows creating a seamless omnichannel rewards journey.
$30m
increase in annual revenue
50%
loyalty membership growth
Introduction
Restive collaborated with a leading Australian retail group to elevate their e-commerce performance and loyalty programs across multiple brands. Through an accessible design system, navigation redesign, and several optimisation projects, we streamlined customer journeys and boosted revenue. In parallel, we supported the improvement of the retail group’s loyalty programs through research, design, and innovation labs, driving stronger customer engagement and retention.
The problem
One of Australia’s largest retail groups wanted to strengthen its digital capabilities across a portfolio of major consumer brands. While the group had invested heavily in e-commerce and loyalty, several challenges remained:
Outdated styleguides and inconsistent digital standards.
Navigation and checkout flows that created friction for customers.
Loyalty programs that were fragmented across in-store and online channels.
A lack of reusable design assets and testing frameworks.
To meet ambitious growth targets, the group needed to modernise its digital experience, unify loyalty, and adopt a data-driven approach to optimisation.
Our partnership
Over multiple projects, Restive became a trusted partner to the group, delivering strategy, design, development, and optimisation across key digital initiatives. We embedded with their teams to provide:
Service design
Product design and design systems
Supporting business analysis and requirements
Development and testing of enhanced e-commerce features
Accessibility enhancements
Conversion rate optimisation (CRO)
This collaboration allowed the group to test and release improvements incrementally, while building the foundations for long-term digital growth.
Project 1: E-commerce optimisation
The group engaged us to systematically improve their e-commerce platforms for two of their flagship brands. The work was delivered in three phases, each focusing on different aspects of the digital experience.
Phase 1: Accessible design system
We developed a centralised, accessible design system that ensured consistency and scalability across brands. This included:
A full accessibility audit, addressing typography, colour contrast, hover/focus states, alt text and other technical enhancements.
Redesigned typography and improved heading hierarchy for readability.
Adjusted colour palette to meet AA standards, increasing CTA visibility and boosting conversions by 2%.
Developing a library of reusable and accessible UI components, enabling teams to design and develop new features in a consistent and scalable manner.
Creating a library of content templates that can be easily used by content teams to build campaign and landing pages, ensuring a consistent experience and increasing time efficiencies.
Centralised documentation in Confluence to standardise guidelines for design, development and marketing teams.
Phase 2: Site-wide optimisation
Building on the design system, we applied a CRO lens to optimise customer journeys across the sites. This involved:
Heuristic evaluations of current journeys.
Competitor benchmarking to identify best practices.
Hypothesis-driven A/B testing, testing improvements including new navigation structures, loyalty callouts, delivery messaging, product page variations, and account page improvements.
Incremental improvements rolled out based on real test results, rather than assumptions.
Phase 3: Checkout optimisation
The checkout journey was identified as a major opportunity. Our team designed and tested features that streamlined the process and made value propositions clearer:
Simplified delivery method selection, highlighting the speed and value of free Click & Collect.
Mobile-first redesign to keep all key information within the fold.
Stepper navigation at the top of checkout to give customers visibility of progress.
Improved error handling and inline messaging for better guidance.
Streamlined login and membership integration to highlight Club benefits without disrupting flow.
Responsive payment options and simplified confirmation screens.
Results
Combined, the 3 phases resulted in an additional $30 million in annual revenue, demonstrating the significant impact of data-driven design, accessibility and continuous optimisation.
Project 2: Loyalty program uplift
Loyalty is a key driver of growth for the group, with members already representing more than half of total sales. However, the experience was fragmented and inconsistent across brands and channels.
Our goal was to support the client to enhance the loyalty program and in turn maximise engagement, improve sign-ups, and create a seamless omnichannel experience.
Research and CX mapping
We began with a deep discovery phase to understand how customers interacted with the group’s various loyalty programs across both digital and physical channels. This included a comprehensive audit of existing journeys, stakeholder interviews, and analysis of behavioural data to uncover pain points and moments of delight. We mapped end-to-end customer experiences to expose gaps in value communication – particularly the disconnect between in-store touchpoints and online sign-up flows – and identified opportunities to weave loyalty benefits more naturally into everyday shopping.
Innovation labs
Building on these insights, we facilitated a series of hands-on innovation labs with customers, store teams, and digital stakeholders. These sessions acted as rapid-fire testing grounds where concepts could be prototyped, iterated, and validated in real time. Participants explored new ways to highlight rewards at key purchase moments, experimented with gamified engagement ideas, and co-created strategies to simplify sign-ups. The labs generated a pipeline of practical, customer-endorsed solutions that informed the next stage of design.
Design and delivery
We then redesigned the digital loyalty experience end-to-end. Key initiatives included:
Integrating benefits throughout the online journey (from homepage to checkout)for continuous visibility.
Creating new onboarding and sign-up flows that clearly communicate program value.
Unifying benefits into accessible central dashboards to encourage repeat engagement.
User-testing all key design decisions to ensure clarity and relevance.
Results
Active online loyalty membership nearly doubled within 12 months, with members demonstrating a higher average transaction value. The redesigned loyalty program became a standout success, driving sustained growth and stronger customer retention.
The result
Across both initiatives, the retail group saw measurable and lasting impact:
Over $30M in additional annual revenue driven by digital optimisation.
3.8% uplift in conversion from checkout improvements alone.
2% uplift in conversion from accessibility updates.
Loyalty membership growth nearly doubled in one year, with higher engagement and spend per member.
By combining accessibility, design systems, CRO, and loyalty innovation, Restive helped the group transform its digital performance and position itself as an omnichannel leader in the Australian market.
