Research Fellow, University of Glasgow
We are a team of three academics with expertise in design thinking, marketing and business model development who will help Waitrose improve their customer experience.
We propose a design-led method which mixes elements of design thinking, business model innovation and marketing to: 1) Explore existing customer issues and pain-points; 2) Identify opportunities to enhance customer experience; 3) Co-create solutions with the customers and build a viable business models around them; 4) Test the solutions; 5) Offer the solutions to Waitrose & Partners for development and implementation. Our method is grounded in years of experience helping private and public companies listen to their customers, re-design their services and innovate their business models. Organisations with whom we have worked in the past include CCRS Brokers (UK), Evonik Industries (Germany), Save Your Wardrobe (UK), Sephora (Paris/USA), Queensland Government and Brisbane Airport Corporation (Australia). We can drive improvements in all the user-facing challenges and opportunities of Waitrose & Partners. Customer service, retail service, customer check-out management, and partner life-cycle management (where employees are users of innovative services that Waitrose & Partners can offer) are areas in which our design-led method can lead to significant innovations. Our consolidated approach consists of the following phases: a) Research and empathy-building; b) Ideation; c) Building/prototyping; d) Testing; e) Integration/communication. In all phases, we seek to maximise customer engagement (by identifying explicit and implicit customers’ needs, we build solutions for the customers, with the customers), blue-sky thinking (some solutions we produced in the past included a digital platform to connect entrepreneurs, researchers, investors and the government and a dashboard to measure citizens’ well-being) and learning opportunities (we actively involve employees in our method, for them to learn it, practice it and apply it autonomously). Due to its flexibility (some components can be emphasised) and modularity (some components can be by-passed, our method perfectly caters for Waitrose & Partners’ contingent needs and available resources, in both terms of budget and time. Our team is composed by three academics with the Adam Smith Business School of the University of Glasgow. Ivano Bongiovanni is the design-thinking expert: with extensive experience across industry and academia. Ivano worked from 2016 to 2018 for the PwC Chair in Digital Economy at the Queensland University of Technology (QUT, Australia), in a team tasked with supporting public and private organisations in their transition into the Digital Age. Ivano lead Innovation Sprints aimed at producing innovative digital solutions to complex organisational problems, by applying design thinking methodologies. Katherine Duffy is the marketing expert: with expertise in socio-cultural consumer research. From a consumer-centric perspective, Kat’s research focuses on the digitalisation of consumption with recent research including exploring how Sephora’s augmented reality application is experienced by consumers in comparison to other brand touch-points and working with the start-up company Save Your Wardrobe looking at how a digital solution may help consumers with their clothing management and sustainability values. Her research, teaching, and doctoral supervision encompasses retail marketing, digital marketing and consumer research. Stephan von Delft is the business model expert: his research focuses on how firms can create and adjust business models over time, including the design of business models that combine the resources of digital ventures with those of suppliers, customers, and partners. Working with Glasgow-based insurance broker CCRS, he supported the firm in the development of a new customer value proposition and the design of a new peer-to-peer business model. Currently, he works with Telefónica O2 on a digital transformation project to design, test and demonstrate a new platform business model that innovates the way the firm interacts with customers. Together, we offer expertise that is aligned with Waitrose & Partners’ core values: a different way of conceiving food retail, as a beautiful experience for customers and a taste for adding value to the services delivered by the company.
University of Glasgow