Helping a food-tools company enter new markets by designing a better brand and customer experience
For this project, a seller of so called “cheesewares” (think: fondue sets) asked for a product design for a new market: ice cream, chocolate, or yoghurt. From the very beginning I took quite a different approach: instead of designing a product immediately, I decided to take a closer look at the real problem Boska was facing.
Phase 1: Discovery and Design Vision
One of the many pages of my notebook. Here, I was figuring out what design process to use.
In order to design something that has true added value, it is necessary to first understand the entire situation. What does Boska want? What do consumers want? What is the competitive landscape like? In order to answer these questions I used several research methods including analyzing the current brand and catalogue, a competitive analysis, case studies, a trend analysis, observations, interviews, and social media research. I gathered around 150 “insights” from the discovery phase, which I used to formulate a design vision for the rest of the project.
I wrote all insights on post it notes and clustered them. What was interesting, is that often company (yellow), consumer (pink), and market(green) came together in one cluster, meaning there could be an opportunity for Boska.
In order to be successful in the lifestyle foods market, Boska needs to translate its brand and company from just a product to an experience. Currently Boska often only has one touchpoint with the customer, when the customer buys a Boska product in a store. More touch-points for the customer means that Boska creates more brand awareness, and therefore the company will grow
I used a customer journey to show the client what “more touchpoints” could look like
Phase 2: Strategic Analysis
The customer journey and design vision gave my project direction, but from the 16 opportunities for Boska I identified in the customer journey, I could only start executing 1 or 2 for my design project. In an excel sheet I analyzed each opportunity from four perspectives: financial, customer, internal, and learning and growth. I also divided the opportunities in 3 strategic directions. To make the strategic research understandable for the client, I created a detailed roadmap.
Based on the strategic analysis I chose to execute two opportunities in the rest of my project:
1. Redesign the online customer experience to include more services and focus on giving customers more long term benefits
2. Redesign the Boska brand to be more inclusive of different foods, and increase brand awareness
The relationship between the two opportunities. The online account experience is a part of the customer journey. The brand identity should be emulated at every touch point between Boska and Customer.
I defined design processes for completing the two new design goals
Phase 3: Online Customer Experience
The process involved doing desktop research, ideation, testing with customers, designing task flows and wireframes, building a prototype, and conducting a remote user test.
Left: Insights from a quick user test. Right: Two different task flows for using the online account.
One of several wireframes
Results from user testing
Phase 4: Brand Strategy and Identity
In order to define a new brand strategy I analyzed the current brand and looked at the strategic analysis. I formulated a vision statement (where the company should go), and mission statement (it’s core promise to the customer). I also completed a competitive analysis.
The brand identity followed the brand strategy, and I after several iterations I completed a new identity system that is both adventurous and reliable.
Our goal is to translate our expertise in cheesewares successfully to consumer food products in general – starting specifically with chocolate, yoghurt and ice cream tools. With this, our goal is to become a meaningful brand in the lives of the Dutch family. To do this we are focusing on building long-term relationships with our customers – focusing not just on customer needs during product development but also on optimizing the customer experience with Boska from attraction to purchase to becoming a loyal customer.
We believe that food plays an essential role in our happiness. For some of us, the moment we sit down to eat is the only time where we take a break from our daily lives. Boska’s mission is to create both beautiful and functional quality products that help our customers enjoy and experience food in a meaningful way. We provide the perfect kitchen tools for a lifetime of enjoyment: from the moment you buy your first home and are missing the essentials – to the moment your kids have grown and you are ready for more food adventures.
One of several design directions expressed in collage form. I do not own the work used in this image.
How the new identity integrates typography, illustration, photography and color. I do not own the photography used.
Logotypes. A core aspect of the brand is the division between “sweet” products and “savory” products
Phase 5: Contextualization
In order to present the work to the client cohesively, I integrated the online experience work with the new brand identity in one user interface design.
View Invision Prototype
Sweet and Savory. Like “men” and “women” on clothing sites, the user gets to choose immediately upon visiting the site. The site changes color to match.
Using several hero images, I showed the client how they could use different photography (even some of their own). I do not own the photography used.
The most important page of the customer accounts. It includes all the functions that were important to users.
An example of a packaging design, which prompts the user to log in to My Boska in order to view associated recipes