Aussie Farmers Direct

The Challenge

Aussie Farmers Direct is an online retailer dedicated to supporting and sustaining Australian farmers by offering delivery of 100% Australian fresh food to more than 100,000 homes across Australia. It is already Australia’s most convenient shopping experience, with no delivery fees and no need to be home waiting for your order to arrive.

Gomeeki was asked to work with Aussie Farmers Direct to create ‘AisleOne’, the world’s simplest way to shop online. AisleOne had to be Australia’s easiest, quickest and most intuitive online shopping experience.

The User Experience needed to be designed in such a way, that someone with little or no computer experience could pick up the app and start using it immediately.

Gomeeki’s experienced app developers were tasked with re-imagining the online shopping experience to create a true virtual shop, optimised for touch-screens to make customers feel like they’re physically standing in a supermarket, selecting their groceries…and so AisleOne was born.

The Solution

AisleOne has transformed the way Australians shop for food and groceries online.

By doing away with cluttered search boxes, detailed product lists, and confusing text-based navigation that are typical of online shopping sites, users can have little or no computer experience, allowing them to shop in three simple steps:

1. “scroll and stroll” through the virtual shop;
2. “click and pick” products off the shelf for a closer look; and
3. “drag and drop” items in to your basket

It is the first online shopping platform to take the best aspects of physical retailing and recreate them digitally. It’s such a fun and engaging user interface, expected to drive a new wave of customers to the business who prefer the app’s simplified yet thoroughly immersive approach to online shopping.

AisleOne leverages numerous building blocks of the Ubiquity platform to ingest and optimise product information from retailers existing e-commerce platforms. The building blocks handle the ‘last mile’ of the experience, while also capturing behavioural insights that can be delivered back to the retailer’s core systems.