Challenge
The concept was about fundamentally rethinking the takeaway concepts at Migros Aare. These have not changed significantly over the years. However, the market for "eating on the go" is growing. Therefore, Migros want to ensure that they remain relevant for the customers as Migros and participate in the market growth.
The Outcome
Based on market research, customer observation, and surveys, prototypes were quickly built out of cardboard and tested with users. What was discovered was continuously incorporated.
As a result, the prototypes did meet customer needs in the best possible way and worked also from the operator's point of view.
The Impact / Results
Initially, there was conducted a takeaway test in Aarau. The results were positive: substantial sales growth, higher foot traffic, new younger, and increasingly female customers. As a result, the following location was in Bern's central train station. Using what was learned from the test in Aarau.
And now be seen all over Switzerland.
Client
Migros is Switzerland's largest retail company, its largest supermarket chain and largest employer. It is also one of the forty largest retailers in the world. It is structured in the form of a cooperative federation (the Federation of Migros Cooperatives), with more than two million members.
Design Sprint Steps
Day 01
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Day 02
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Sandro Bedin, Manager Central Functions Gastronomy
Genossenschaft Migros Zürich
In the process, the right questions are asked and very well and personally guided to the various solutions.
Step 1 // Framework
The Design Sprint Framework
The sprint is a 4-5 day process for answering critical business questions through design, prototyping, and testing ideas with customers.
Working together in a sprint, you can shortcut the endless debate cycle and compress months into one week. Instead of waiting to launch a minimal product to understand if an idea is any good, you'll get specific data from a realistic prototype. In addition, the sprint gives you a superpower: You can fast-forward into the future to see your finished product and customer reactions before making any expensive commitments.
Step 2 // Design Sprint
4 - 5 Days
Our approach to the Design Sprint methodology will have you creating a customer-driven product in just 4-5 days. You'll get the chance to test important assumptions & make decisions before you put in months of hard work. You'll be able to validate your strategy before making any final commitments.
Day 01
UNDERSTAND:
We work in person with you to define the challenges and scope of the week. Then, we create a set of questions and assumptions.
Day 02:
COLLECT IDEAS & SKETCH:
This is about understanding the problem and sketching potential solutions.
Day 03
DECIDE:
This is about deciding what challenges to prototype.
Day 04
DEVELOP PROTOTYPE:
This is about rapidly building a high fidelity prototypes.
Day 05
TEST:
The prototype will be tested with real users and pitched to the stakeholders.
Step 3 // Testing
Final Testing & Refinement
Finally! A new way to validate your design assumptions. Design Sprint Testing is the first practical, affordable way to test your design before you build it. By interviewing customers on the last day of the Design Sprint, you'll know if your idea is feasible or not.
Stop wasting time and money building a product nobody wants.
