OFA – Dan Murphys

“Online Fulfilment App” is a delivery work stream under the Pick Up Optimisation broad reaching parent initiative

Industry

Team Experience – Dad Murphys

Employer

Endeavour X – Endeavour Group

Project Role

UI Designer 

High Level skill set
Digital Product/Application Designshowcase
practitioner skills
  • Research competitors and trends
  • Align with UX, product, and dev teams
  • Create basic screen layouts
  • Design high-fidelity screens
  • Create reusable UI elements
  • Include all component states (e.g., hover, active)
  • Prototype key flows and transitions
  • Export assets and share design specs
  • Collaborate with team closely during implementation
  • Refine design based on feedback and data
  • Animated Prototype

OFA - pick n pack - TX experience

Vision:

Empower store teams with a simple mobile app to streamline online order fulfilment and enhance customer experience.

Problem:

Current systems are inefficient, hard to use, and outdated—leading to errors, high training costs, and poor scalability.

Solution:

  • Build a single, intuitive fulfilment app to:
  • Boost efficiency and accuracy
  • Reduce training time
  • Support future enhancements

Strategic Fit:

  • Enables scalable eComm growth
  • Digitally empowers store teams

Batch Picking

Currently, only HUB stores are enabled with the capability to fulfill multiple orders in the same trip. This creates an issue forstores, especially ones with high Ecomm penetration, that in order to increase capacity, stores must either; 1) roster more teammembers to service online, or 2) ask teams to work faster to ensure the propositions that are communicated to customers aredelivered, which can lead to errors with customers orders and negative impacts on our team.

Key Opportunities
To equip teams with the capability to pick and pack multiple orders during the same trip Batch picking has been identified to support high volume online stores (incl non-hubs) year round, as well as peak trade periods plus morning shifts for all other stores

Key Outcomes

  • Reduced time spent fulfilling online orders by enabling teams to pick and pack multiple orders during the same trip
  • Increased capacity and throughput of our stores to deal with high-volume periods
  • Labour savings achieved through picking efficiencies gained

Batch Dispatch

Strategic Theme:

Enabling Seamless Customer Experiences
With the growth seen in the Delivery Now proposition, over 40% of courier collections involve a driver collecting multiple orders inthe same visit. Despite this, team members are not enabled to efficiently serve these drivers, as they must; identify, search, locateand dispatch orders individually, leading to team member frustration and increased wait times for drivers.

Key Opportunities:

  • Enable team members to efficiently service couriers when collecting more than 1 order
  • Group and display all orders that are assigned to a driver within OFA, plus display driver details to facilitate fast identificationof the orders the driver has arrived to collect

Key Outcomes:

  • Reduced driver wait/dwell time at the store
  • Reduced cost to driver wait time at the store
  • Labour savings achieved through dispatch efficiencies gained