FINAL PRESENTATION - JOINT MASTER PROJECT - GROUP IO SALTO SOLUTIONS Group & TU Delft - pktweb
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FINAL PRESENTATION - JOINT MASTER PROJECT
GROUP IO SALTO
Julie Kuiperi
Mercedes Leipoldt
Iris ten Brink
Bob Verheij
SOLUTIONS Group & TU Delft
Content
Phase 1 Discover Phase 2 Design Phase 3 Deliver
Process overview Process overview Process overview
Internal analysis Design brief Final product
Trend analysis Design process Scenario
Domain Tienda Tastes concept Stakeholders
Stakeholders First prototype
Prototype testing 1
Chosen path
Recommendations prototype 1
Prototype testing 2
Recommendations prototype 2
Marketing plan
Roadmap
Implementation
Personal learnings
2/33
Phase 1
Phase 1 Overview Process
Internal analysis + External analysis PES tool
Competitor analysis (USP, marketing mix, VRIO)
Trends & Context analysis (VIP, DEPEST)
Focus group in Medellín
Field research
Vision concept Brainstorming (creative session in Medellín)
Mindmapping
Forced fit (confrontational technique)
Personas
Scenario (PES tool)
Insights brands + Insights SG Interviewing
Discussion session (PES tool)
Three product/service paths PES tool (roadmapping)
Choose one path (experience path)
"DISCOVER"
3/33
INTERNAL ANALYSIS OF SOLUTIONS
GROUP
BACK
Plastic as main materials for
production
Contact with outside
suppliers, banks, universities,
governments
~ 120 Employees, well
trained design team
In-house production facilities
HEAD
TAIL High focus on design
tools for innovation
Shoppers (end users and Quality > Quantity
buyers of products)
Very Commited to their
Channels (shops, supermarkets cllients
who sell products of the
mulitnationals
Sustainability, green
image and no waste
Multinational Brands
Credibility & Confidence
B2B POP for Modern and
Traditional Channels
Protolab Facilities for outside
of industry clients
Modular designs of products
Consulting, design research
as a service
BELLY
4/33
D E P E S T
Demographic Economic Political Ecological Social Technological
S
D
Mass transportation Traffic problems Decrease demand Negative valuta peso New president elections Peace agreement with Large supermarkets Use of alternative Customization: consumer Show only top models Digital couponing Ability to map customer
in large cities Colombian products in 2018 FARC focus on sustainability resources becomes designer (e.g. Flagship stores) journey/behavior
N
E
Urbanization 100 billion $ to road Price comparison and Global drop in oil prices ZIKA Pollution, pesticides, Experience focus Growth breakfast restau- Wireless/Mobile pay- Bitcoins
network price guarantee emissions damage soil rant near offices ments/NFC
R
home eating due to Cafe’s and bars indepen- Growing rents in main The Panama papers: 2nd most biodiverse Zero waste packaing Food-to-go Fast-casual: fastfood Electric cars/Self driving Instagram buy buttons
traffic problems dent owned cities 25% of GDP country in world supermarkets with restaurant service cars
T
P R I N C I P L E S
People need products Growth of Green Need to invest in renew- Recycling: give products Healthy food growth Integration of retail and Premiamization (Dominos Smart grid Virtual and Augmented
products in market able energy a second life horeca considered premium) Reailty
>33% in poverty 90% Roman Catolic Large gap between rich Strengthen middle From mass made to Growth of delivery Internet of Things Beacons
and poor Colombians income housheholds custom made
3rd most popular country 52.3% Internet users Downscaling supermar- 70% of FMCG are sold Hybride consumer More transparency E-paper/tablets in stores Local manufacturing: 3D
in LAT-AM in 2014 ket (higher rent) in tiendas printing
Young Colombian popu- 46.8 million habitants only 51% has a bank Unemployment of 10% “Shared responibility” OnLife management Omnichannel Online groceries Realtime data visual-
lation: 60% < 40 years account (against drug trade) isation
Increased literacy Falling birthrates GDP growth of 1% Growing purchase power Promise to reduce 20% Corruption More marketing with sus- Resource scarcity Information saturation Conscious eating (Kcal, Growth social media and Automation/Robots
of emissions in 2030 tainability on products allergies) smartphone use
5/33
6/33
Different "users"
ab y
ty
in lit
Sh
l S tai gy
ili
ta bi
ica us olo
op
Shopper
us na
p
og l S n
in
ol ia ch
ge
Ec Soc Te
xp
er
ie
nc
e
Brand Tienda
SG can serve as a bridge between all the stakeholders
to strengthen (or create) the relationships between them
E.g. SG can help brands to support tiendas in
becoming more digital, sustainable and
maintaining their USP's.
7/33
1 2
3 1
8/33
Phase 2
DESIGN
Design Brief Who,What,When,Where,Why,How
Designing Creative problem solving Model
Requirement check
Roleplaying
Feedback Shop-
Feedback SG + pers & Tenderos
Co-reflectional session
Pro's and Con's
Semi-structured interviews
Concept "TiendaTastes"
"DESIGN"
9/33
"WE WANT TO DESIGN A PLATFORM OF DATA COMMUNICATION
WHICH WILL HELP SG TO GAIN INSIGHTS ON THE POP MATERIAL
AS WELL AS THEIR CLIENTS' PRODUCTS IN ORDER TO MAKE THEIR
POP MORE STRATEGIC AND GIVE ADVICE TO THEIR CLIENTS"
"WE WANT TO DESIGN POINT OF PURCHASE MATERIAL WHICH
WILL GIVE THE SHOPPER A REAL PRODUCT EXPERIENCE IN A
PERSONAL AND SOCIAL WAY"
10/3311/33
11/33
11/33
TiendaTastes
Using
Personal
application for
attention of
insights
tendero
Creating a
real experience
by tasting (a
combination of)
products
12/33Phase 3
Phase 3 Overview Process
Prototyping Brainstorming
Mock-ups
Functional prototyiping
Testing ( 2 iterations) Observations (+ thinking out loud)
Semi-structured interviews
Analysing video/recordings
Final prototype List of materials
Renders
&
Recommendations
+
Marketing & Implementation Plan 4P's (marketing mix)
Business Model Canvas
Organogram analysis
Leadership styles
Boundary objects
Roadmapping
"DELIVER"
13/33TiendaTastes
Video
14/33Final product
15/33Final product
Lid of tasting
panel
Large storage
department
Detachable
advertisement with
scanning code
Fridge storage
departments, two Presentating tray
sides with cupholder
spaces
Napkin holder
space
Detachable
advertisement
panels
Drawers for cup/ 'Secret' personal
napkip storage space storage
16/33Scenario
1 2 3 4
TIENDA TASTES Logistics
+ POP POP
design +
+ Tienda Expert
combi's
SG approaches the brands and SG and the brands together think of SG Logistics distributes all the Tenderos get TiendaTastes Training
introduce the TiendaTastes. the design of the branded POP material (POP + bicycle) to the from the Tienda Expert Team from
material for the tastings. participating tiendas and their SG.
Brands agree and accept the product tenderos.
service. SG proposes brand/product combi-
nations.
SG produces the POP material (and
the bicyle and the app).
5 6 7 110010101
8 NEW POP
100111010
Tendero performs the the tastings Shoppers give product feedback SG receives customer feedback data SG can give advice and consult to the
with the TiendaTastes bicycle, POP through the TiendaTastes app, after through the TiendaTastes app. brands about:
material and the app for the shop- tasting the product samples. > new ideas for POP solutions
pers. They analyze the data. > brand/product combinations
> Once every week
> Max 12 hours
> Every week another brand
> Tendero changes the POP every
week
17/33Stakeholders
Elements
Application Bicycle Brands
Communication from shoppers to SG, Tasting promotion device, used by Only food/drink-products
and tenderos to SG. tendero. from brands, such as
Nestle, Coca-Cola
Shopper account: Elements:
Application login
TiendaTastes/Facebook Bicycle
Tasting panel (presenting tray, lid, Company, Colombina and
Feedback questions storage drawers) ambev.
Communication from
Tracking TiendaTastes Tasting promotion device,
Back storage (normal and insulated In this case Coca-Cola
Collected
shoppers coupons
to SG, and spaces)
used by tendero.
Promotion panels
Company and Nestle are
tenderos to SG.
Tendero account: presented.
Personal login Elements:
Shopper
Routeaccount:
tracker Tasting panel (presenting
TiendaTastes/Facebook tray, lid, storage drawers)
login Back storage (normal and
Feedback questions insulated spaces)
Tracking TiendaTastes Name panel Receive customer insights,
Providing products for tastings.
Tendero account: improve brand awareness
Each brand, min. once a month.
Personal login and social sustainability
Route tracker
Uses the app the give Promotos his own tienda
product feedback. TIENDA TASTES by performing the
tastings.
Produced by
Shopper Tendero
Receives a free tasting Spendis
Spend his time riding the
Shoppers from estrata 1-4. Tenderos from tiendas
Willing to try new things
samples and a discount bike and performs the from estrata 1-4.
on the street. for the concerned tasting. Know how to cycle.
Able to afford spending
products. time on TiendaTastes.
Uses the app to log in and
start and track his tasting.
18/33First prototype
19/33Prototype Testing 1
3 tenderos - 5 shoppers tested separately
Observation (tenderos) & interviews (shoppers & tenderos)
20/33Recommendations prototype 1
Tasting panel and Storage
Lid
Sizes and dimensions
Product combinations
smaller. Obvious usecue (= functional
Different combinations product characteristic) to
used. open it.
Storage drawers
Drawers exra secure.
Extra napkin space.
Extra storage personal
belongings tendero.
User-guidelines inside
drawer
Tendero Briefing card
21/33Prototype Testing 2
2 Tenderos - 10 Shoppers - Tested together
Observations & Questionnaires
22/33Design recommendations
Interaction Level
Tendero Training:
Product Level
practice tasting
together with
Lid that stays open Tienda Expert
for large storage Extra bottle
holder in front + other tenderos
departments
Advise on strategic
tasting locations
Self-closing lid
for fridge
Other way of giving
departments
food to shopper:
e.g. one tray with
napkin
Larger One drawer use for
advertisement extra product
visuals storage
Detachable
garbage
bin
23/33Marketing
COP
PLACE PRICE PROMOTION
24/33Marketing plan
Santa Marta
Barranquilla Year 1 200 tiendas
Year 2
Cartagena
Year 3 100 tiendas
Year 4
Montería Year 5 50 tiendas
PLACE, DISTRIBUTION
& LAUNCH STRATAGY Cúcuta
Bucaramanga
Medellín
Estrata 1-4 Tunja
(80% Colombian population) Ibagué
Bogotá
Cali
COLOMBIA
Bogota Tunja Neiva
Medellín Bucaramanga Popayán
Ibague Cucuta
Cali Montería
Pasto
Neiva Cartagena
Popayan Barranquilla
Pasto Santa Marta
ECUADOR
25/33Marketing plan
COP
PRICE PROMOTION
Monthly subscription fee Direct Marketing
Per tienda per usage of TiendaTastes (Single branded)
+
Website expanding
+ Newsletter
110010101
100111010
with video email
= $ 25,- Personal Selling
Leasing bicycle
(including POP)
+ Data analysis
service
COP$ 75.000,-
Phone
calls
+ Face-to-face
Meetings
+ enrich
Presentation
with video
and showcase
110010101
100111010
Publicity (indirect)
= $ 15,-
+
Leasing only panel
(including POP)
+ Data analysis
service
COP$ 45.000,-
Articles and
(online) magazines
Apply for
awards
26/33Roadmap
Year 1 Year 2 Year 3 Year 4 Year 5
Provide trainings to concerning Create software engineering team Create external logistics team Higher frequency of innovations Prepare for extension to
departments and employees (back-, front-end and support lab meetings/trainings (to Ecuador
Venezuela and Mexico
engineer) Create consultancy team (2
about new product consultants, 2 data analytics create new products)
Create consultancy ‘team’
Acquire one User Experience and two tienda experts) Acquire another (design)
engineer Acquire one data analytic consultant
Create 7 logistic points in
Outsource app development Appoint employee as tienda expert Colombia (see map)
(which communicates with User Create innovations lab, give Have an independent Software
Experience engineer) trainings about function and use of
engineering team (no
ORGANIZATION Outsource data analytic
lab, appoint representatives
outsourcing)
Create external logistic point
Set up Tienda market research Medellin Have an independent Analytics
Set up external logistic plan team
Appoint employee of logistics team
to Medellin logistics point
Produce POP material, available Develop modifications for Develop modifications for Higher frequency of innovations Prepare/modify Tienda Tastes
for all interested/participating product, based on insights Tienda Taste, based on insights lab meetings/trainings (to product-service for possible
clients Tienda Tastes year 1 year 2 create new products) new clients in Venezuela and
Produce/purchase 100 Expand functions application Expand functions application Acquire another (design) Mexico
complete products for roll out (e.g. tasting calendar, tasting (e.g. communication between consultant
launch plan requests) shopper and tendero) Expand functions application
Launch Tienda Tastes website (e.g. facilitates domicilio's)
and app (for feedback and
insights)
PRODUCT
SERVICE
Direct marketing through Create exhibition day at logistic Apply for awards Create exhibition day at logistic Set up marketing plan for
website point in Medellin for clients Create exhibition day at logistic point in new cities in Northern launch in Venezuela and Mexico
Personal selling through phone Create and send newsletter point in new cities in Southern part of Colombia for clients (+ Continue activities year 4)
calls, meetings, presentations emails to clients part of Colombia for clients (+ Continue activities year 3)
accompanied by video’s and (+ Continue activities year 1) (+ Continue activities year 2)
showcases
Publicity through magazine
articles
MARKETING
27/33Implementation
Wilson Fernando Marlene Ricardo
Design & Commercial Administrations
development relations Operations
& Fincance
Protolab Commercial Finance Warehouse
assistent
Design Innovations Systems Purchases
Design & General
Sales admin. Logistics
development services
Quality man-
D A T A S Human
T resources Maintenance
TIEN
Commercial
agement ES
External
trade
Production
28/33General recommendations
CALENDER
WHAT? WHO? WHEN? DURATION?
Team bonding day Whole company 2 times a year 1 day
Whole Design department
General workshop 6 times a year 2 hours
+ Innovation manager
2 groups of 3 Designers 1,5 day a week,
Case study 2 times a year
+ Innovation manager for 3 weeks
Groups of 2 Designers
Buddy coffee break (1 doing case study, 1 not once every 2 weeks 1/2 hours
doing case study
3 Designers, Consultant,
Innovation Lab Software, Innovations, once a month 1-3 hours
Commercial, Logistics
Designers, Innovation
Co-creation
manager (every client) once a year 1 day
with clients
+ Client team
Designers, Innovation
Co-creation
manager once every 2 years 2 weeks full time
with Universities
+ Student team
29/33General recommendations
Knowledge Group A Knowledge Group B
CASE STUDY 1 CASE STUDY 2 CASE STUDY 1 CASE STUDY 2
Paulo Emilio
BUDDY'S
In Case Study group 1, Paulo realises He applies new (prototyping) techniques At the end presentation of the project
what he learned in some of the general within his case study group. Also, he gets (to the whole design team) a prototype
workshops: “how to make use of proto- coaching and specific workshops within is used. The Designer that is in Innova-
typing”. his knowledge group, given by the tions lab (Paulo in this case) can use this
Innovations Manager prototype as a boundary object.
General Workshops: Innovations
Presenting with BOUNDARY
PROTOTYPING lab OBJECT
D S C I Com L
D
Paulo
Paulo Prototype
CASE STUDY 1 PRESENTATION MEETING
30/33Implementation
Wilson Fernando Marlene Ricardo
Design & Advisory Commercial Administrations
development relations Operations
& Fincance
Protolab Commercial Finance Warehouse
Consultancy
assistent
Design Analytics Innovations Systems Purchases
team
Design & Tienda General
Sales admin. Logistics
development Experts services
External
logistics
Quality man- Commercial Human Maintenance
agement resources
Software External
engineering trade
Outsource Outsource
Innovations Application Analytics Production
lab development team
D S C I Com L
31/33Personal Learnings
Julie Bob
·· Planning prototyping phase was
·· Very differentiating working/design difficult, as possibilities & production
styles (IO Salto & SG). was time unknown sometimes.
·· Learned to make our own decisions. ·· We are efficiency focused,
work & free time separate.
·· Sometimes difficult with language Colombians mix the two, can be
barrier. long-winded, have different focus some-
times.
Iris Mercedes
·· Differences in expectations of
final prototype (IO Salto & SG).
·· Cope with different cultures.
·· Colombians very positive, ·· Good to have real understanding
difficult gain objective feedback. of the Colombian market (different
estratas) through the retail visits
·· Working with company that wants
to learn from our methods. ·· A 'good' working rythm everyday from
6 am - 4pm
32/33Questions?
A TASTES
TIEND
33/33App Screens
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