Case Study Overview
CHALLENGE
Subscription business models are a modern convenience and Supermarket Co. had to adapt to this new world. Bain & Company wanted to show Supermarket Co. CEO why this business strategy made sense for them, and how they could play to win in this space.
PROCESS
Bain & Company led four weeks of Design Sprints to create an MVP value proposition and clickable prototype. Over 4 weeks we moved through the design process from discovery research, to prototyping, and validating concepts with customers.
SOLUTION
We uncovered what matters most to pet owners, designed a value proposition to meet their expectations, and a clickable prototype to win over the CEO. This work sped up the timeframe to deliver subscription products for Supermarket Co.
Discovery & Research
With a tight timeframe, the case team had the brief of “simply creating an app to show the CEO how subscriptions would work”.
I designed Sprints that allowed for customer research with 11 Pet Owners across Australia to understand the problem, space, and the customer.
Meet Our Customers
Through Customer Research we discovered that Pet owners, like pets, come in many shapes and sizes.
We used interview data to develop 3 personas, that brought to life the individual customer types, needs, and values.
Research Findings on Value Proposition
Synthesising the customer data from research, we defined a list of hygiene and killer features that a pet retailer would need to meet to excel in the market.
Defining The Value Proposition
Customer needs helped to define the value proposition into a few key drivers for pet owners including price, convenience, nutritional value, and quality ingredients.
Design Principles
Once we had identified our customer needs in research, we then created Design Principles to help guide decision-making when evaluating features, functionality, and design of the experience.
Designing the User Flow
Creating a User flow helped to define the various pages needed to build out key features in the prototype experience.
Prototyping the Experience
Quickly we moved to a lo-fi UX prototype that we could test with internal teams, key stakeholders, and customers. Feedback gleaned from this prototype was used to iterate a high-fidelity prototype.
Clickable Prototype
Key elements of the value proposition were brought to life with a high fidelity clickable prototype. This prototype was tested again with internal teams, key stakeholders, and customers to iterate the design.
A key part of the prototyping process was developing a brand voice and design elements to differentiate this new value proposition in market.
Prioritising features for delivery
The MOSCOW method was used to prioritise features for scoping development with internal teams.
The Results
The final MVP prototype was used with the CEO and executive team to get sign off on the value proposition of the subscription model.
The prototype was used with internal and external digital teams to begin to roll out the subscription model for Pet and beyond.
