BIOPLANET DESIGN SPRINT: SUSTAINABLE RETAIL
prototyping a new in-store shopping journey
5
DAYS
prototyping sprint
6
PEOPLE
across roles
15+
RESPONDENTS
interviewed in the field
5
CONCEPTS
paper prototyped and pitched
One-week design sprint with marketeers, designers, product developers and digital strategists of a retail group to analyse, define and prototype solutions along the shopping journey
DESIGN METHODOLOGY:
We were asked to structure and facilitate a one-week “Design Doing” workshop by the phenomenal people at Bioplanet, part of the Colruyt Group retail family. Our aim was to understand and improve the ways in which consumers make decisions about sustainable consumption in-store. We approached this by:
- giving participants a quick introduction to Design Thinking: how it originated, what the key elements are, how a design mind thinks, which underlying process structures each design thinking project and which tools to use
- applying the new learnings in a hands-on Design Thinking process, to embrace empathy, quick prototyping iterations and failing forward
- diving into the field by assuming the roles of user archetypes and seeing the shop from their perspective
- observing and interviewing customers about their sustainability habits
- mapping all insights on customer journeys, persona archetypes and a sustainability learning curve model
- ideating solutions and visualising them in quick sketches and prototypes, with the help of designers
- going back into the field to collect feedback on these initial ideas
- iterating and improving the ideas and pitching them to senior management in French and Dutch
OUTPUT:
Design concepts of store design, façade communication, price tags, app, wayfinding, packaging, etc. to support different user groups in making their best (sustainable) shopping choices.
KEY SKILLS:
- workshop facilitation
- prototyping
- field research
PROJECT IMPRESSIONS:
Would you like to know more about this project, give feedback, learn about the methodology or discuss how similar approaches could be applied to your work?
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