Approach
First, we conducted a remine of research to date around shopping and app usage. Gaps were then filled via a contextual audit that focused on: the cultural realities the brand will need to contend with, what’s going on in the category now, and future trends. To ensure the innovation pipeline would resonate with people, we then engaged key shopping targets to understand the delights and pain points of utilizing loyalty programs, subscriptions & memberships. Lastly, we facilitated an in-person innovation sprint with the cross-functional client team, immersing them in the research before guiding them through an ideation process. We narrowed down ideas together, which we then optimized to understand which ones were human-centric and solving the challenges people face. The winning ideas were then shared with the brand team to create feasible concepts to fuel their pipeline.
