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SONAE
Sector
Retail
Mixed reality 3D AR/VR
Mobile apps
Web apps
Challenge
Sonae is one of the largest retail companies in Portugal. In the age of digital transformation, brands like Sonae realize the need to take a more digital approach to promoting their products to consumers. However, because Sonae is a large corporation, decision-making processes are often time-consuming compared to industries such as the fast-moving digital sector. To overcome this contrast, Sonae set up a dedicated digital innovation department that operates with the agility and mindset of a startup. Quick decision-making and prototyping are key to developing new products.
This is where LOAD comes in. Through discussions on design thinking and digital product research, Sonae identified LOAD as the ideal partner to create a proof of concept (POC) for their future webstore. Their initial focus is on the challenging task of meeting the needs and preferences of children.
Our approach
The main goal of this proof of concept (POC) is to introduce a disruptive approach to online shopping, specifically targeting toys. How will the future web store be designed? It will offer all products on an equal footing and allow consumers to buy vegetables, silverware, and toys in the same way. However, the current store lacks contextualization for different product characteristics and consumer preferences. It is unable to accommodate rapidly changing consumer trends. For example, high-calorie and artificial ketchup in a jar becomes irrelevant when the latest trend is to buy healthier foods. In addition, pushing generic toys on children is ineffective because they are attracted to what they see on TV and what their peers own.
That’s what LOAD has focused on: leveraging the influence kids have on their parents’ toy buying. We have all seen kids passionately begging for their favorite toys in stores, prompting parents to buy them. In reality, they are buying three things: the actual toy, a promise of peace from their child, and most importantly, strengthening the bond between them and their children. LOAD approached this project with the mindset of a researcher, using design thinking methods to explore and discover new concepts for consumers. We narrowed down these concepts to develop a final prototype digital product, which we then tested with end-users. We also used Design Sprints, a technique perfected by Google, to achieve the best possible results.
Skills &
Technologies
Results
As a result of this approach, in the second phase, just before Christmas 2018, the website “Mundo dos Brinquedos” (Toy’s World) was launched. The website served as a platform to promote Sonae’s own toy brands. Building on insights from previous assessments conducted with small groups of children, an engaging 3D animated website was developed. This site included a unique concept, Toy’s World, in which different continents were dedicated to each brand. By zooming into a continent, children could explore an enchanting world where the brand’s toys came to life during their daily activities. Children had the opportunity to select their favorite toys and add them to a personal “wishlist”. Once the wishlist received parental approval, it was seamlessly transferred to the Continente Online shopping cart for easy purchasing.
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