Designing a digital service to inspire and support Albert Heijn’s customers with healthy eating

Designing a digital service to inspire and support Albert Heijn’s customers with healthy eating

Mankers, E.

Hultink, H.J. (mentor)
Simonse, W.L. (mentor)
Verbeek, M. (mentor)

Industrial Design Engineering

Strategic Product Design

2017-05-11

Background In the Netherlands, substantial health consequences can be seen due to a general unhealthy eating lifestyle, where only few people meet the guidelines. Ahold Delhaize acknowledges its role in this matter and wants to contribute with a healthier assortment, and inspiring programs and services. Moreover, Albert Heijn wants to shift its role towards one where they stimulate healthier lifestyles. Problem statement However, the company's outlined health-related innovations are mainly based on a feasibility perspective, where customer-centeredness and desirability have not been sufficiently addressed yet. Even so, an elaborate customer understanding is needed to design a service that supports and inspires healthy food choices. Approach To gain insight in the customer journey of healthy food choices, qualitative methods (interviews, contextmapping) are used for explorative research and quantitative methods (online survey) for validation of an initial service design. For the design and implementation of a valuable service for both parties (Albert Heijn and its customers) methodologies of Value Proposition Design, Hooked, the Lean-Startup and Design Roadmapping are applied. Solution The designed digital service system is comprised of multiple features. An online dashboard forms the system’s foundation, which is connected to in-store touchpoints, providing support and inspiration on relevant moments in the customer journey. Together, the features deliver three value propositions: - Determine your focus points with personal insights and receive recommendations on how to reach these in an approachable way - Receive recipe inspiration that matches your personal goal and focus points, based on convenient variation of your favourites - Receive activity-based nutritional guidelines and recipe recommendations Implementation However, to realise the envisioned service system without redundant investments, it is recommended that developments should focus on iterations and learnings, allowing the provided value to expand over time. Initial value will be delivered with a minimum viable product, which is a general version of the service. After this, the recommended step-by-step iterations result in a more personalised, then multi-sided and finally integrated version of the service. Value for Albert Heijn With the designed innovation, Albert Heijn achieves a more substantial role in its customer's lifestyle. The company takes it responsibility, and strengthens its reputation while binding with customers. Finally, new business opportunities are created for Albert Heijn's Sustainable Retailing strategy.

retail
design
roadmapping
contextmapping
service design
customer journey
Albert Heijn

http://resolver.tudelft.nl/uuid:9668c9b4-044e-49b4-86a9-a6fe4a1de3c7

Campus only

Student theses

master thesis

(c) 2017 E. Mankers