The Middle Man: a prosumers marketplace
por Leticia Alameda @leticia_alameda
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Site location
Spain
Year
2017
Connecting producers with prosumers, by the largest french food retailer.
The largest french food retailer needed to win the hearts of Spanish clients and we had an open but challenging task at hand: becoming a love brand by creating a platform around food that would win people's hearts and minds.
Insight
There is a growing desire to buy directly from the source not only to get better product quality but also more transparency about the origin of the products at an affordable price.
Solution
The Middle Man is a platform that would leverage the retailers chain and its well known good and ethical relationships with suppliers to get ahead and explore an online model where the organization's role would shift from a physical distributor to a digital connector.
TMM would be an open platform where producers, farmers and food makers of all kinds could showcase their produce and products to the public. Users could buy local, high quality foods directly from the source. Carrefour, by taking the bold step of eliminating The MiddleMan, we would position the brand as an honest player that works toward doing more than just saying. A purpose-driven solution that helps build brand equity through activating the brand values: a business that is recognized and loved for helping its customers and consumers enjoy a better quality of life, each and every day. Committed, caring and positive.
Process
Having such an open challenge at hand, we needed to explore possible strategic territories for the brand and platform to connect with people around food. We followed a HCD (Human Centred Design) process where we first looked at the future of food and what were the weak signals and trends around the food universe.
We also talked to future users to uncover their needs and landed at three differentiated, future strategic territories to explore in the co-creation sessions. We prototyped solutions as a way to explore those scenarios through tangible solutions that would solve our problem.
Following several working sessions with the client, and through rigorous criteria based not only on our business and brand objectives, but also on the platform success potential and impact/effort balance we landed at our first viable concept and prototype to be developed.
We then collaborated and in hand with business designers and developers to define the business model and key functionalities.
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