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Zelah Hoekstra
To enhance customer retention and engagement within Jumbo’s e-commerce ecosystem, we explored the potential of a subscription model. The goal: provide added value to customers while increasing long-term loyalty and purchase frequency. Through a structured design sprint, we developed, validated, and refined a concept that aligned business goals with user needs.
Client:
Jumbo Supermarkten
My Role:
Lead UX Designer & Facilitator
Year:
2021
Service Provided:
UX Strategy, Design Sprint Facilitation, Prototyping
Explore & define:
The project started with an exploration phase, where I led workshops with stakeholders and designers to frame the challenge, analyze user data, and define key opportunities. By leveraging slot pricing research, benchmarking, and persona development, we structured insights through "How Might We" exercises and prioritization techniques.
Ideate & prototype:
During the ideation and prototyping phase, we used Crazy 8’s and value mapping to generate ideas, ultimately defining the Minimum Viable Product (MVP). I was responsible for leading workshops, facilitating alignment, and translating ideas into tangible prototypes for discussion with development teams.
Testing:
The final testing phase involved multiple design iterations, validated through JOTT (Jumbo Online Test Team). This approach provided critical user insights, allowing us to refine the concept before implementation.
Results & Learnings:
Stakeholder alignment with a clear vision on what to validate
Scoped roadmap with an MVP approach to guide future development
Key insight: Launching a new business model takes time, and the only way to refine it is through continuous
This project showcased the power of rapid iteration and user validation in shaping new business concepts, ensuring that the subscription model was both feasible and valuable for Jumbo’s customers.
