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Direkten - Exploring the future of the convenience store

Brief

Direkten is a convenience-store franchise with more than 150 stores spread across Sweden. Direkten HQ wanted to collaborate with us to find inspiration for new service opportunities – to use digital technology to leverage increased footfall in their stores and to re-think Direkten’s role as convenience provider in local communities. They wanted to identify how they could to stay relevant as a convenience provider in a physical space.

My Role

UX research, insights and strategy, and user testing.

Our Approach

We initiated our process with interviews to identify current pains & gains from three different perspectives: Direkten HQ, storeowners and customers. We also did desktop research on future convenience trends and customer expectations. We applied our insights in an 
ideation phase, where we ended up with a result consisting of two solutions: a selection of service opportunities and a mockup redesign of the Direkten intranet. Through our research, we discovered communication challenges between HQ and store owners and realized that new service opportunities could not solve the problem independently. Direkten HQ had to do an even better job at supporting the store owners in setting up new services to secure their future success.

We used ethnographic and desktop research to inform user journey mapping exercises and impact evaluations to create a design fiction of the future of convenience retailing.

Deliverables

Nine future service concepts tailored for Direkten, 
insights on customer needs and expectations and 
redesign mockup of the Direkten Intranet. If you’d like to see a much more detailed process of what our team did for this project, then feel free to read my blog post on this project.

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