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!