We applied our Hellon Co-creation Lab to Tesco’s needs, training the project team using our innovation tools and methods while jointly re-designing solutions, building prototypes and testing them in-store.
From insights to working prototype in 4 months
We started with a deep dive into the attitudes and motivations of customers towards Tesco’s current loyalty scheme. What was wrong with the current system? What was great? Where were the opportunity areas that could rejuvenate the scheme?
A carefully selected range of customers were tasked with keeping diaries for us, recording how they shop and what they feel when shopping with Tesco. We interviewed them in their homes, taking the senior stakeholders with us so they could hear what customers thought directly ‘from the horse’s mouth’ — quite a revelation for some.
Testing prototypes live, in store with customers
From the insights emerged 22 ideas, which turned into 13 service concepts. The four most promising ones were built as prototypes, from physical items in-store to digital solutions. We then tested them for two days in stores with real customers, iterating what didn’t work overnight.
For example, we found that customers do not always want to carry their loyalty card. A small sticker for the wallet, phone cover or main debit card proved a popular solution.