HOW TO IMPROVE THE GROCERY SHOPPPING EXPERIENCE OF CONSUMERS WOLFF’S PACK Julia Judge, Oliver Kuhn, Taryn Martiniello, Elitsa Ivanova
Nov 01, 2014
HOW TO IMPROVE THE GROCERY SHOPPPING EXPERIENCE OF CONSUMERS!
WOLFF’S PACK!Julia Judge, Oliver Kuhn,!Taryn Martiniello, Elitsa Ivanova !
Source: Institute of Design @ Stanford immersed!
observed!Source: Institute of Design @ Stanford
Design thinking!Knowledge Funnel,!Roger Martin, 2009!Source: Institute of Design @ Stanford
POV: Mind-mapped!Source: Institute of Design @ Stanford
Oppositional thinking & !Abductive logic!
What if no check-out counters? !
What if no physical shops? !
What if there are only digital Netto shops?!
Source: Institute of Design @ Stanford
How does the digital shopping experience add value?!
Desirability:!- Easy!- Convenient!- Exciting!- Relate not just consume!-positive change!-great experience!
Economic Viability:!- Removing physical shops!- Relatively low opportunity cost!- No shelf-limitation problem!- More new products can be introduced!- Narrows the consumer perception- brand image gap!- First mover advantage!- Competitive advantage!
Technical Feasibility:!- Focus on relationship, not just consumption!- Digital experience!- Opportunity to build community!- Direct communication!- Low cost of maintenance!
IDEO !Design Thinking!
SCAMPER-ed!Source: Institute of Design @ Stanford
Juxtaposition-ed!Source: Institute of Design @ Stanford
Prototype-d it once: !for empathy gaining!Source: Institute of Design @ Stanford
Prototype-d it twice: !to explore further!Source: Institute of Design @ Stanford
Prototype-d it yet again: !to test!Source: Institute of Design @ Stanford
Next Steps!
- Build prototype of the site and test with consumers!
- Take into account experiences of other digital shops!
- Work on the algorithm – !- Supply chain – how to change?!- Human resource – what people do Netto need?!- Delivery system-critical points & how to manage it: !timing, personnel characteristics…!- Orders processing – time between ordering, packing & delivering!- Customer service &Complaints handling!- Others!
- Testing – start with one city & expand;!
- Build educational programs for consumers: prepare the market !
Thank you !
Q & A!