A RESEARCH CASE STUDY
Colvin, a Barcelona-based start-up born to disrupt the €30Bn European floral industry through a direct supply chain marketplace, long-lasting flowers at a lower market price and a modern brand with a simplified UX. With a super intermediated supply and fast digitalisation, the sector is up for disruption, and they want to lead the way.
We first met Colvin's team when Francisco (our CEO) went to their office to give a lecture on user-centric research. The outcome must have been positive because shortly after the founders reached out to us and discussed possible opportunities for collaborations. After a couple of meetings, the scope had been aimed at learning more about Colvin's most frequent buyers. Our team had the challenge of designing and executing a research framework for this scope, which would also serve as a test itself for Colvin to validate the value of conducting user-centric research to inform their decision-making process.
As is common for us with any new collaboration, we began our framework with a stakeholder's workshop, and this is crucial for better understanding the challenge, achieving team alignment, task prioritization, and ensuring buy-in by directly engaging stakeholders. Next, we scripted an online survey (which in addition helped to generate significant sales) in order to gather general insight from over 1,500 actual users. We then moved on to make contextual interviews, a user-centric research method conducted with people in their own environment. We designed a "flower delivery" experience to uncover tacit knowledge about Colvin's user's context and behaviour, quickly becoming the most unique experiences for all involved. Lastly, we invited over ten users to share with us a few hours in a participatory workshop. Our objective was clear, to identify the expectations and needs of customers and gain different perspectives about a variety of topics relevant to Colvin's products and services.
As is our practice, to better assure success, each stage was defined to diagnose and collect data points through different dimensions and product’s context of use (behaviour, attitude, qualitative, quantitative).
Pixel came preaching, and now we are believers. Being user-centric adds value to our decision-making process.
— MARC OLMEDILLO, COLVIN CO-FOUNDER AND CMO