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Australian retailer Kmart engaged Sheda to help improve their in store Customer Experience. By leveraging Human Centred and Service Design principles with our innovation toolkit, Sheda helped mitigate risk and unlocked innovative insights throughout the process to position a successful solution for Kmart’s customers and the business.

Kmart

Our Approach

Out of respect for our friends at Kmart, we can't show you the end result just yet because the project is still ongoing, but we can explain the process we took and tools we used to reach a solution.

What we did

Actions Undertaken

This human-centric process involved observation, interviews (with customers, staff and stakeholders) and practical work (under supervision) on the process, under the scope of the project. We also used a data-centric method, experimenting with possible solutions and comparing impacts to the original data.
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350+

Surveyed

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50

Interviews

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5

Theories

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3

Experiments

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3

Prototypes

How we did it

BENCHMARK
Define the current state of the business/process
HYPOTHESISE
Devise Solutions
EXPERIMENT
Devise Solutions
ANALYSE
Devise Solutions
results
step 1
What is

Understanding the problem

Looking for innovative solutions

Sheda was engaged to devise an innovative solution to part of the current Kmart Customer’s Experience. To truly define the opportunities for innovation, Sheda looked for 'pain points' in the current process and where technology and experience design could bring about a benefit for both the customer and the business. These pains 'problems' created a roadmap for multiple hypothetical solutions through technology.
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persona development

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user journey mapping

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internal staff process review

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stakeholder workshops

Understanding the business

To understand the task of innovating a solution, Sheda first had to understand the current state of the business, its customers and the current solutions in place. We used a number of tools to collect information about the business from the perspective of the staff and customers.

Benchmarking

We needed to gather data on the current state of the business to compare/validate changes to the process through our experiments. The metrics we sought to capture were current level of customer satisfaction, current solution costs, and current profit and revenue streams for the solution.
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cost

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sales

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customer
satisfaction

step 2
What if

Hypothesising a Solution

Five solutions to the problem

Sheda provided five working solutions to help alleviate the problems identified, which would open up new sales opportunities and increase customer satisfaction at Kmart. We then spoke to customers, staff and stakeholders about these solutions to gain comprehensive feedback on each one.
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solution 1

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SOLUTION 2

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SOLUTION 3

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SOLUTION 4

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SOLUTION 5

Stakeholder interviews

Problem solution interviews
With our hypothesis solutions we interviewed customers and staff to get an understanding if the proposed solutions were viable for the people involved. From these interviews we identified a hierarchy of the most important solutions based on Kmart's customer and staff feedback.
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Problem solution interviews

step 3
What works

Experimentation

Modelling real experiments.

From the most well received solutions we modelled actual experiments to run in-store with staff and customers based on our hypothesis. We used a method of experimentation and Prototyping.
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experiment 1

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experiment 2

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experiement 3

Read more about pretotyping

Data acquisition

Acquiring data for each experiment.
During the experimentation stage we used the same methods of data collection as we did during the benchmarking process. We did this to identify the differences our solution made over the current solution.
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cost

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sales

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customer
satisfaction

Data comparison

Comparing data to experiment data and benchmark data.
We compared the difference in data to identify and model the success of our experiments. This also gave us a great insight into a solution and how it could be implemented.
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cost

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sales

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customer
satisfaction

step 4
What works

Result

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solution 1

Problem/Solution Fit = Success

What did we learn?
We learned that over our hypothesised solution there were multiple solutions that could be implemented to increase customer satisfaction and identify positive profit opportunities for the business. We learnt that the solution was important, but what was most important was how that solution was implemented for both staff and customers.

about ibackpacker

iBackpacker is the job app for backpackers in Australia. iBackpacker is the only resource you need to get jobs while you travel, with local job boards, one touch applying, and a rate and review system.

our role

SEED partnered with iBackpacker to help raise funding for redevelopment of the platform allowing iBackpacker to automate features and test new revenue streams.

We outlined a strategy for the business and implemented the technology for iBackpacker to successfully grow. SEED provided a Venture Tech service helping to grow iBackpacker in the backpacker market, by providing branding and communications, visual design, web development and growth strategy services.

Tools we used

wireframing

Build a base model of the project as wireframes to determine the layout.

visual design

Use Information Architecture, behaviour flow and style guide inline with the needs of the stakeholders.

prototyping

Create a clickable prototype of the project for quick iteration testing with users.

user research

Research customer segments.

Testimonial

Fabio Oliveira
Innovation Program Manager
"It was great to work with the team at Sheda. They were 100% committed to our project and very focused on delivering a good outcome at the end. The Sheda team understood our values and strategic positioning from the beginning, which made everything easier and enjoyable. It would be great to work together again in the future."

Like this?
Check out our iBackpacker case study.

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Contact

Fill out our form and we'll be in touch or call +61 3 9028 6936 for a quick consultation.

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