BOOTS DIGITAL CHALLENGE THE BOOTS LUNCHBOX
BOOTS DIGITAL CHALLENGE The brief Centred on creating useful, human-centric, digital technology experiences..
Create a way for boots to digitally help customers in their everyday lives. How can we create a personalised experience that compliments our customers lives? (Think tech, app, online, offline, in store, new mediums, marketing tools, etc.) What are we looking for? - Logical and creative problem solving, focusing on the needs of the customer. - Not only do we want great ideas, we really want to see the way you think. How did you get to your final solution? What’s the reasoning and rationale behind your idea? How have you catered the needs of the customer? - Presenting skills- How you pitch and communicate is as important as the idea itself - Team work - Team management – only three hours in total to work on the brief
HOW DID YOU GET TO YOUR FINAL SOLUTION? Context 1.
(Insight) Eating out with nutritional transparency
‘Millennials are increasingly dining out, but at the same time they're showing more interest in the nutritional values of what they're eating, and forward-thinking businesses are helping empower consumers who demand nutritional transparency with their order.’ (WGSN, 2017)
2.
(Insight) Food is succeeding via tech and social good
‘Just Eat focuses on tech and social good to stay ahead of disruptors.’ (Marketing Week, 2016)
3.
(Insight) Bright future for food and technology
‘Yesterday the market opportunity for digitally-driven delivery was re-affirmed by the news that UK firm Deliveroo is to add 250 new tech roles in London this year, ranging from data scientists and software engineers, through product designers and managers to specialists in cyber security.’ (Diginomica, 2018)
4.
(Insight) Food packaging trend: less plastic
‘Where plastics continue to be used in food packaging, ensuring that the recycling process is quicker and more straightforward is important, particularly as a fifth of consumers feel that recycling takes up too much time.’ (Mintel, 2018)
HELP CONSUMERS IN THEIR EVERYDAY LIVES... Big Idea Boots Lunch Box Service An addition to the Boots app that allows consumers to reserve their lunch and pick it up in store ensuring they get what they want quickly and easily without a need to queue. A click and collect style service via the Boots App. Consumers have until 10am to reserve their lunch using the apps dietary requirement options to see what is available for their preferences. Then when they are ready they can come into store and collect ensuring they are getting what they want and not wasting time whilst encouraging them in store and associating the brand with convenience. Consumers will be given a reusable box to collect their meal in to make the service more environmentally friendly and reduce the plastic usage that often comes with this type of food.
HOW HAVE YOU CATERED TO THE NEEDS OF THE CONSUMER?
HOW DOES OUT IDEA RESPOND TO OUR CONTEXT RESEARCH? 1.
(Insight) Eating out with nutritional transparency The App allows consumer to put in their dietary requirements and also shares all the nutritional information of each product to provide consumer with transparency and therefore they know they are picking the products that are best for them.
2.
(Insight) Food is succeeding via tech and social good (Insight) Bright future for food and technology The service is forward thinking using the combination of technology and social good (using less plastic that other food services) to ensure best success with consumers.
3.
(Insight) Food packaging trend: less plastic The service comes with a reusable cardboard lunch box to avoid the use of plastic bags and reduce the amount of plastic that the service involves.
WHAT’S THE REASONING AND RATIONALE BEHIND YOUR IDEA?
WHAT THE CHALLENGE INVOLVED Competition day For my competition brief I chose to do the Boots Digital Challenge at the Boots headquarters, Nottingham. The challenge started off with a short presentation on the company, the different job roles and how the UX and UI are crucial components of the Boots consumer experience. We were then put into teams, briefed and set a short time limit to complete it, to then present a 10-minute display of our work at the end. We were then told to send over a creative display of what we learnt from the challenge and what we could bring to the organisation.
THE HEADQUATERS