Snook was asked by a trusted Irish supermarket brand to design and prototype an in-home catering service, with a digital ordering system.
Following this project, the service has successfully launched on a trial basis in three stores with a plan to scale to 20 stores over the next financial year.
Approach
Our team adopted a user-led approach from the start. Research insights informed how we positioned the new service offer in the market, which customer groups we targeted, how the end-to-end service might work, and even what the core food offering would be. Key activities are outlined below.
Market analysis, and business immersion, including on-site visits to competitor stores, and various supermarkets, interviews with staff, and managers
Qualitative research with potential customers to understand how a new service might fit with their lives, which events they like to celebrate, how they would prefer to access a catering service, which foods they would choose, and even how they feel about portion sizes
Definition of market positioning, user groups, personas and key customer journeys
Creation of to-be user journeys through collaborative workshops
Development of an end-to-end service prototype where customers could order from home, or in-store with the help of a staff member
Testing of the end-to-end service in a real store, with real staff, and customers, to understand which service improvements were required before moving to a trial in selected stores
Outcomes
Research and testing insights
Validated end-to-end service prototype, including a clickable prototype of a digital ordering system, a comprehensive menu, real food samples with redesigned packaging, in-store signage, and staff uniforms
To be user journeys and mockups with requirements for each service touchpoint
Service proposition, USP, experience principles, and market positioning
My role
Lead Service Designer. Conducting research, day-to-day design work and client workshops. Working with Emma Parnell (Design Director and key client contact) Marie McDermott (Visual and Service Designer) and an in-house Digital Designer responsible to align the digital ordering system with the client’s existing Design System and patterns.
