Future Of Food

How can a grocery store that thrives on its friendly and knowledgeable staff translate these values in a digital future? How might the brand create differentiated and engaging customer experiences in a brick and mortar shop?

Swedish grocery giant ICA presented this challenge to three-member teams in a 48 hour blitz setting. Working in parallel with design students at CCA in San Francisco and with guidance from Future Partners, a Silicon Valley innovation firm, teams were challenged to use “ingenuity to explore legendary solutions” via Future Partners’ six steps: Be Bold, Get Out, Think Wrong, Make Stuff, Bet Small, Move fast.

Approach / Methods / Tools
rapid prototyping
placing bets & affordable losses
customer journey maps
five whysIca1Learnings & Impacts
Over the two days, our team explored, experimented, and produced a 48 second clip about our research and findings. Departing from the definitions of a human experience, and how human contact (physical or otherwise) alters an experience, we prototyped the gamification of a live shopping experience. Using real-time video and audio, we created a platform by which a customer can control a real-life shopper in the store setting. Through this intensive experience our team explored methods for rapid prototyping, the importance of testing ideas, and the insights that come from those practices.ica-3Etc.
Intensive Weekend Blitz / 48 hours workshop @ HDK
Team: Samantha Hookway, Hui Shen, Lindsay Tingstrom