04 The Impact
The benefits were multifaceted and can be split into three categories; 1) In-depth insight on parent shopper needs and challenges, 2) superior design for an improved parent shopping experience and 3) culture change towards customer-centric service development.
Insights: For the client organisation, the project was the first to utilise qualitative research methods to deliver in-depth insight on the critically important segment for the business. Previously, the organisation focused solely on utilising quantitative research to gather insight for guiding development efforts. The project proved that smaller qualitative samples can give robust insight that is more suitable for identifying how to improve or design new services. The insight also unearthed new opportunity areas for the client that weren’t originally in their scope of development.
Superior design: Through the ideation techniques, journey mapping and prioritisation of most impactful elements, the end propositions developed were of a high quality and the client’s feedback was that we managed to effectively deliver on what potentially could have been very in a traditionally siloed organization. On a market owner level, the client valued the fact that through prototyping they were able to get real feedback from consumers, then iterating the concepts, so that when they went to market with the final service they worked right on the first time.
Culture: The project kick-started a shift towards customer-centric development within the organisation.
By being engaged in the insight gathering, the client stakeholders got closer to their users and developed more empathy towards the end users’ needs and challenges, making them aware that grocery shopping is an end to end experience, and that only by acknowledging the fact that it can be stressful for parents, can we support them better and ultimately strive in the competitive market. Due to the nature of the service design technique the company saw a breaking down of silos - the cross-functional team set up for this project worked extremely well together and provided a great outcome. This was a big learning for the company and has been continued in other projects.
As an overall - shared sentiment- the whole team from the store level partners to the senior stakeholders had a lot of fun during this project!