“How might Coop Mad improve the online delivery service for potential and existing users so that the service becomes more appealing to use?”

Design a concept for Coop Mad, the online grocery shopping platform for Denmark’s largest retailer of consumer goods, Coop Danmark.

Co.Shop is a peer-to-peer Coop Mad grocery shopping service which aims at elevating the grocery shopping experience for both online and in-store shoppers within the Greater Copenhagen Area. It allows Coop members to shop online at Coop stores by connecting their order with other users who are currently at the physical store shopping for themselves, through the Co.Shop app.

Once the user at the store (Shopping Buddy), accepts the order made by the person shopping through the app (End User), they will shop for the products on the list and deliver them on their way to wherever they’re headed after shopping. As payment for the service, the Shopping Buddy will receive a discount on their own personal purchase, paid for by the End User’s payment for delivery.

service safari, qualitative and quantitative research, ecosystem maps, user interviews, visual storytelling, facilitation techniques, stakeholders maps, service blueprint, service prototyping, co-creation activities, user journeys, personas

Amalia Robinson Andrade, Marialuisa Dubla, Julius Staskunas, Veronika Strnova

My background as a communications officer for a criminal justice organization gained me the trust of my team to lead the written reports and field research. I also led the prototyping and testing of the service through a workshop with end users.

1. In a project in which the goal is to design and develop a full service, it is important to focus on the big picture vs. small details. The details can be ironed out in sprints later on.

2. It is very valuable to include user feedback through prototyping, testing, and workshops