Applying Design Thinking in the Retail Industry
Client
The source of truth for the Supermarket Industry
Distrifood Dynamics came to us with a request for help to breathe new life into their long and successful digital product. Because the product has been around for several years, technical obstacles became more apparent. Distrifood Dynamics decided to take the step to rebuild their product technically, and they also saw this as an excellent time to look at how they could further improve the product for their current and new customers. Using different methods, we researched with Distrifood Dynamics how we could further develop the product into a more user-friendly version and make it even more attractive for current and potential new customers.
The Process
![DD - The Process](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc749cfa8784313aa830e_BTNG_double-diamond.png)
The Process
The Process
![DD - The Process](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc749cfa8784313aa830e_BTNG_double-diamond.png)
The Process
![DD - The Process](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc749cfa8784313aa830e_BTNG_double-diamond.png)
Setting the target, aligning, and defining success
Setting the target, aligning, and defining success
Setting the target, aligning, and defining success
Setting the target, aligning, and defining success
![DD - GOALS](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Preparing and performing the research
![DD - Research](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62874f7adadd6a356fae3b02_BTNG_DD%20Eindpresentatie_Interview-stock%203.png)
Preparing and performing the research
Preparing and performing the research
![DD - Research](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62874f7adadd6a356fae3b02_BTNG_DD%20Eindpresentatie_Interview-stock%203.png)
Preparing and performing the research
![DD - Research](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62874f7adadd6a356fae3b02_BTNG_DD%20Eindpresentatie_Interview-stock%203.png)
Defining the Problem Statement
Defining the Problem Statement
Defining the Problem Statement
Defining the Problem Statement
![DD - Defining the Problem Statement](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Setting up Hypotheses
![DD - Setting up hypotheses](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc3853de3278abd1f5a1a_hypothese-slide_front-angle%202.png)
Setting up Hypotheses
Setting up Hypotheses
![DD - Setting up hypotheses](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc3853de3278abd1f5a1a_hypothese-slide_front-angle%202.png)
Setting up Hypotheses
![DD - Setting up hypotheses](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc3853de3278abd1f5a1a_hypothese-slide_front-angle%202.png)
Turning information into insights
Turning information into insights
Turning information into insights
Turning information into insights
![DD - Define: Turning information into insights](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Creating a super-specific niche user persona
![DD - Persona](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc8490c5bbd394761451f_DD_Persona2.png)
Creating a super-specific niche user persona
Creating a super-specific niche user persona
![DD - Persona](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc8490c5bbd394761451f_DD_Persona2.png)
Creating a super-specific niche user persona
![DD - Persona](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc8490c5bbd394761451f_DD_Persona2.png)
How clustering interview insights turn into actionable Opportunity Areas
![DD - Opportunity areas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc9b7d1c852ab01ffc0a2_desert_of_the_unknown.png)
How clustering interview insights turn into actionable Opportunity Areas
How clustering interview insights turn into actionable Opportunity Areas
![DD - Opportunity areas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc9b7d1c852ab01ffc0a2_desert_of_the_unknown.png)
How clustering interview insights turn into actionable Opportunity Areas
![DD - Opportunity areas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cc9b7d1c852ab01ffc0a2_desert_of_the_unknown.png)
Turning ideas into testable prototypes
Turning ideas into testable prototypes
Turning ideas into testable prototypes
Turning ideas into testable prototypes
![DD - Ideation & Prototype](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Ideation & improving new ideas - Powered by collaboration
![DD - Powered by collaboration Karate Brain](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cca99f92642ebb4eef4c8_karate_brain-mockup.png)
Ideation & improving new ideas - Powered by collaboration
Ideation & improving new ideas - Powered by collaboration
![DD - Powered by collaboration Karate Brain](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cca99f92642ebb4eef4c8_karate_brain-mockup.png)
Ideation & improving new ideas - Powered by collaboration
![DD - Powered by collaboration Karate Brain](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627cca99f92642ebb4eef4c8_karate_brain-mockup.png)
Bring ideas to life with high-fidelity clickable prototypes
Bring ideas to life with high-fidelity clickable prototypes
Bring ideas to life with high-fidelity clickable prototypes
Bring ideas to life with high-fidelity clickable prototypes
![DD - Bring ideas to life with high-fidelity clickable prototypes](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Create a target audience Prototype
Create a target audience Prototype
Create a target audience Prototype
Create a target audience Prototype
![DD - Target Audience Prototype](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Target audience overview Prototype
Target audience overview Prototype
Target audience overview Prototype
Target audience overview Prototype
![DD - Target audience overview Prototype](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Store overview Prototype
Store overview Prototype
Store overview Prototype
Store overview Prototype
![DD - Store overview Prototype](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Trial by fire ignited by the stakeholders
![DD - Test & Validate](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627ccb99ab294aaf927f3c3d_philip_user-interviews.png)
Trial by fire ignited by the stakeholders
Trial by fire ignited by the stakeholders
![DD - Test & Validate](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627ccb99ab294aaf927f3c3d_philip_user-interviews.png)
Trial by fire ignited by the stakeholders
![DD - Test & Validate](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/627ccb99ab294aaf927f3c3d_philip_user-interviews.png)
Conclusion
To discover how to add the most customer value for Distrifood Dynamics to become a must-have product for their customers. During our journey, we landed on five opportunity areas which we explored. Together with the team, we turned these opportunity areas into three prototypes which we tested with real customers. We are successfully arriving at the end of our quest. The feedback from these customers gave us the insights we needed. The new ideas increased the value perception from a 7.3 to an 8.5. And with the feedback we received on further improving these ideas, we feel confident that we can crank that up to a 9+!