How can a significant food company create innovative solutions ready for fast implementation?

We worked with Bonduelle to create innovative products that go beyond the existing solutions on the market.

CASE STORY

COMPANY

BONDUELLE

INDUSTRY

FMCG

SERVICES PROVIDED

CORPORATE INCUBATOR

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THE CHALLENGE

The key moment for seeking innovation is when one has a strong market position. This is the right time to say, “HEY!, let’s look for new business ideas”. That’s the perfect moment, the sweet spot for Bonduelle to look for innovative solutions that will keep the company competitive and strengthen its position as an innovator on the market.

Bonduelle asked us to lead a process that, in the most dynamic and efficient way, would allow the company to develop innovative solutions that will be ready for rapid implementation and explore new business directions.

The company wanted to be sure that the ideas developed would be the right answer for the actual needs and problems of their customers. Our role was to help them achieve their goals.

 

LET’S GET IT STARTED

We deeply believe that the real hunt for innovation starts with good customer needs research. First, we must capture the perspective of the customers and only then create a dedicated solution and develop it through a process of testing it with customers, improving it, testing it again and repeating until, after the third or fourth round of testing and asking how the solution meets the customer’s expectations and needs, you will hear: “That’s perfect for me, I would buy it.” And that’s the effectiveness of the process – the basis of the Design Thinking Method.  That’s the way we work and invite our clients to join us on this journey. Bonduelle took part in this innovation adventure with us.

We started by researching the expectations of the company’s board, defining their business goals, and determining what would signal the final success of the project. This helped us determine specific goals and criteria related to the project in three main areas: business, internal communication and market image.

AWAKEN CREATIVITY TO BUILT A TEAM

First of all, to focus on internal communication, we organized a crowdsourcing campaign to engage employees in the innovation process and make a use of their creative potential to collect innovative ideas. We gathered 187 ideas and 618 posts (which were very often extensions of the ideas) from the employees, 86% of whom responded.

From among the most active people on the platform, we chose members to place on the project teams. In addition, we invited external experts who applied to take part in the project thanks to our promotional campaign among culinary bloggers, culinary specialists, food stylists and designers. That’s how we created two interdisciplinary project teams composed of Bonduelle employees and external experts.

UNDERSTAND TO MEET THE NEEDS

At the next stage, in collaboration with a research agency, our project teams investigated the actual needs and concerns of consumers by conducting in-depth interviews in their homes. They also conducted intensive observations in various stores, looking for existing products for customers, drawing inspiration from them and seeking new market opportunities.

This was the starting point for our further actions. Once we had created the profile of our consumer, including the precise list of her needs, problems and motivations, we were able to start thinking about solutions. According to the Design Thinking approach, once we have defined who we are designing for, we can go to the creative stage, and start to generate innovative ideas. Out of hundreds of ideas, we came out with six. Members of the company’s board selected, from these, 2 for further development.

TEST AND ITERATE TO BE TAILORED

Design teams developed ideas, created first prototypes and tested them with the first simple tests. The first tests confirmed some aspects of the ideas while others were completely overturned. By improving their concepts on the basis of customer guidance they prepared for further tests conducted with the support of the research agency. Then we were ready to validate the concepts with the customers. As the result – we were improving ideas or even created alternative ones if initial one did not appeal to the customers. After a second iteration – the ideas were still developed. That’s the basis of  Design Thinking – multiple prototyping and testing with customers to be sure that the final result meets the actual expectations and needs of customers.

FEEL INNOVATION

After three intense months, the project teams had completed their work with innovative concepts complemented by a complex business model and estimated market potential, and their ideas were ready to be presented to the board. The Board appreciated the work of both teams and slated both ideas for implementation.

Our collective efforts during those months of intensive work have led us not only to the creation of two innovative business solutions but have also helped us achieve a communication goal within the organization by engaging a majority of the Bonduelle’s employees in a crowdsourcing campaign. Moreover, it helped us create the opportunity to fulfill project goals, especially related to market image, because these solutions will undoubtedly re-establish Bonduelle as an innovator in the food industry.

187

IDEAS

86%

EMPLOYEE ENGAGEMENT

2

PRODUCTS TO IMPLEMENT

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THE OUTCOME

As a result of our collective work, we have two innovative business solutions, based on confirmed assumptions in iterative customer tests. They are tailored to customer needs, not just created on the basis of assumptions and tried to be sold. 

We did what people want, not wanted to convince people what they need. The project can be considered a significant step towards strengthening Bonduelle’s innovative face.

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