Co-Shop – Coop Mad
How might Coop Mad improve their online delivery service so that it becomes more appealing to use for existing and potential?
→ WHEN
2019
→ WHERE
Copenhagen, Denmark
→ CLIENT
Coop Mad.dk
→ TEAM
Marialuisa Dubla, Amalia Robinson Andrade, Julius Staskunas, Veronika Strnova
→ MY ROLE
In a team with different backgrounds and experiences, my meta-design background allowed me to gain trust from my colleagues. This meant I was responsible for task management and facilitation. I was also in charge of the visualisation of our work until the end of the process.
→ CHALLENGE
The goal of this project was to design a concept for Coop Mad, the online grocery shopping platform for Denmark’s largest retailer of consumer goods, Coop Danmark.
→ CONCEPT
Co.Shop is a peer-to-peer Coop Mad grocery shopping service which aims at elevating the grocery shopping experience for both online and in-store shoppers within the Greater Copenhagen Area. It allows Coop members to shop online at Coop stores by connecting their order with other users who are currently at the physical store shopping for themselves, through the Co.Shop app. Once the user at the store (Shopping Buddy), accepts the order made by the person shopping through the app (End User), they will shop for the products on the list, and deliver them on their way to wherever they’re headed after shopping. For the service, the shopper at the store will receive a discount on their personal purchase, paid for by the End User’s payment for delivery.
→ LEARNINGS
- In a team with different backgrounds, it is highly relevant to set roles and responsibilities to optimise time and resources and get the best out of the team’s capabilities.
- A big picture mindset is needed when the objective of the project is to design the first iteration of an entire service. Details and touchpoint design haven’t been a focus at this stage.
- Visualising and simplifying the sequences of the service can help onboard users to validate the concept, additionally, it supports getting the team on the same page.
- It is highly relevant to include user input through the process when possible (qualitative research, prototyping, testing, co-creational workshops).
- When it is not possible to replicate the interaction between users in real life, it is needed to think out of the box and get their inputs to validate the concept. In our case, co-creating the Users Journeys with them and doing activities to simulate the service was useful to understand some main gaps and have a first concept validation.
→ TOOLS USED
Service safari, qualitative and quantitative research, ecosystem maps, users interviews, visual storytelling, facilitation techniques, stakeholders maps, service blueprint, service prototyping, co-creation activities, user journeys, personas
