Work

Case: Development of an innovative finance app

Sector

Banking & Financial Services

Objective

To address a new digital target group, to tap into a new field of business and new sales channels

Task

Development of an innovative finance app for an established financial services provider. The app needs to fit the identity of the umbrella brand and merge seamlessly into the organization’s brand architecture both from a strategic and from a design standpoint.

Method

Definition of the relevant target group with the aid of Sinus-Milieus and Lifeworlds. As part of a representative survey and in workshops with the potential target group, we used Design Thinking methods to identify general needs, expectations, problems, and emotions related to handling money, payment methods, and financial products, and introduced and evaluated some initial existing product / app ideas.

Project result

Based on the results of the analysis, we developed the crucial personas and defined the product benefit, performance elements, and functional specifics of the app. After preparing and subsequently evaluating a prototype, we generated the final product idea and brand strategy and planned the roll-out both internally and externally.

Case: Customer journey analysis & optimization

Sector

Tourism & Hotel Industry

Objective

To create an outstanding customer experience, increase direct bookings, and sharpen differentiation from the competition

Task

Recording & analysis of the digital customer journey of customers booking hotels to reveal problems and optimization potential in order to create a unique and outstanding customer experience that differs from the competition and fits the brand and the company.

Method

Definition and delineation of the individual phases of the customer journey, as well as determination of attrition causes (customer churn). In qualitative surveys and tests, we defined and evaluated the most important digital touchpoints along the customer journey. The evaluation and interpretation showed which aspects have a positive or negative impact on the brand experience.

Project result

Based on the results of the analysis, we collected crucial improvements and optimization ideas which, after joint evaluation and cost-efficiency assessment, were taken down in an implementation road map. The preparation and implementation of concrete realization measures made an essential contribution to the optimization of the customer journey, and to the increase in direct bookings and cost savings.

Case: Creation of a new brand identity & positioning

Sector

Fast Moving Consumer Goods (FMCG)

Objective

To develop a new brand identity and positioning

Task

Definition and creation of a strong identity and clear positioning of a new brand for a planned product innovation.

Method

Based on a detailed introduction of the planned product innovation, its functions and particulars, competition and market analyses, and customer needs, we inferred the specific identity features, attractiveness drivers, and differentiation criteria of the new product. In a workshop with the project team, we condensed these insights into brand values and a clear brand positioning that describes the identity and uniqueness of the product. The developed brand strategy was then compared with the current product and sector trends in order to ensure the sustainability of the brand for the planned product innovation. Afterward, the product brand was aligned with the company brand and merged into the brand architecture accordingly. This resulted in a list of consequences for the design, marketing, and communication of the new product, which were finally summarized in an implementation roadmap.

Project result

Based on the workshop and the analyses, we developed the essential features of the new brand identity and defined its particularities. We were able to clearly differentiate the new product brand from the competition and position it unambiguously.
With the developed brand identity, our client was able to coordinate the product design and product marketing and successfully launch the new product.

Case: Implementation of virtual cooperation & collaboration tools

Sector

E-Commerce

Objective

To increase work hours flexibility and employee satisfaction, and to reduce travel costs and absences

Task

Optimization of the cooperation between regional sales units in virtual teams, introduction of new collaboration tools, development of new guidelines

Method

We used online surveys and video and telephone interviews to question all sales managers and a random sample of sales employees about the processes and problems of their work. Based on the analysis of the survey, we were able to determine important key processes and core activities, which we then presented to management in a video conference and discussed. Afterward, the most suitable and cost effective collaboration tools for the cooperation among the individual sales locations in virtual teams were selected and coordinated with the responsible managers. Following a sales conference, new guidelines for the virtual cooperation were prepared together with all sales managers. In a workshop, the team leaders were familiarized with the guidelines and the tools were introduced. After the test phase, we conducted further training with the employees.

Project result

By the end of the test phase, the cooperation among the various locations had already improved significantly and productivity had been increased slightly. In a comparison six months after the completed roll-out, it was evident that absences and travel costs had been reduced, and that employee satisfaction had improved substantially due to the option of location-independent collaboration in virtual teams.

Case: Business model innovation & differentiation strategy with the aid of a platform model

Sector

Services (B2B)

Objective

To tap into a new market and a previously hard-to-reach target group, and to increase revenue and profitability

Task

Conception of an innovative business model, development of a differentiation strategy using a platform model

Method

Together with our client, we conducted a thorough analysis of the new market, the new target group to be addressed, and the competition. This allowed us to determine benchmarks and clear differentiation criteria, so that in the next phase we could conceptualize a differentiating positioning within the sector.
The developed positioning and differentiation strategy were then complemented through customer insights with industry experts, opinion leaders, and potential customers in order to ensure the sustainability of the business model. With the aid of the differentiation and unique characteristics, we designed a platform that offers incentives for conventional providers and new customer groups and defines an appropriate price strategy.

Project result

Based on the comprehensive analyses and customer insights, the essential features of the differentiation strategy were developed, and the particularities of the innovative business models and the platform were defined. Thanks to its unique characteristics, the refined platform reached a new target group and thus tapped into a new market. This resulted in substantially increased revenue as well as profitability.

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