New World
Crisis driven virtual ideation.
Background
When New World were recently seeking fresh thinking and an experienced partner who could design and facilitate world class virtual ideation workshops they reached out to D&Co.
The challenge
During lockdown the supermarket experience went through significant change with numerous challenges surfacing. From panic shopping, invasive screens, masks, long queues, anxiety ridden customers and almost impossible to enforce social distancing New World did an amazing job of keeping its team and customers safe.
But when alert levels started to ease the New World team were faced with a new normal and a new set of challenges to reimagine the in-store experience.
This is the challenge New World set D&Co.
“Working with Russ and his team has been a rewarding journey and we continue to work with the team to tackle brand and CX opportunities in innovative ways.”
— David Brem, Head of Customer Experience & Personalisation, Foodstuffs NZ
Designing for the New Normal.
Our solution
D&Co used a number of key methods from our Experience Innovation System, and insights from our recent New World CX Moments that Matter Strategy, to tailor a highly engaging and collaborative 5 day virtual design sprint.
The sprint centred around a series of short, sharp workshops (workshop fatigue in the virtual world is a very real challenge) specifically built to maximize effectiveness.
We used a combination of Zoom (and its breakout rooms feature) and Miro to run team exercises that explored a number of key territories. Scores of ideas emerged that we were able to synthesise via further workshops with key ideas being refined into a series of concepts for guerrilla customer testing, further refinement into concept canvases and finally an executive CX review pack.
The team were delighted with the pace at which the sprint ran and the quality of thinking. Refined ideas were subsequently presented to the executive and shortlisted ahead of in-store execution.
Alongside the new Buy NZ - Support Local campaign (a territory that resulted from a previous marketing campaign ideation sprint we ran) a number of in-store experiences are now rolling out across New World stores.
If you’re looking for advice, support and guidance in developing your new normal drop us a line.
Deliverables:
Desktop research. Empathy mapping. Virtual sprint planning. Virtual ideation workshop facilitation. Idea synthesis. Concept generation. Customer testing. CX review pack.
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