Reinventing the milkman for the Uber generation Reinventing the milkman for the Uber generation Reinventing the milkman for the Uber generation

Reinventing the milkman for the Uber generation

Utilising design thinking, co-creation and rapid prototyping, SYZYGY helped dairy company Müller modernise milk delivery.

The milkman has a special place in British hearts; it’s a doorstep delivery service steeped in heritage and nostalgia. But traditional milk delivery – like all industries – is under threat of disruption. Supermarkets are scaling up delivery services while Amazon has also invested heavily in delivering fresh food to your door within one hour.

Global dairy company Müller acquired a successful milk delivery service in the UK – but they realised that it needed reinventing for the modern, digital customer. Müller came to SYZYGY to help them plan, build and test a next-generation innovation prototype for a new depot-to-door ordering service.

Objectives

  • Rethink the milk delivery service for the on-demand digital customer
  • Road-test a new e-commerce delivery proposition, creating a business case for rollout

Design quickly; learn quickly

With the market moving so quickly, we recommended an accelerated ‘Design Thinking’ approach built around a five-day ‘Design Sprint’.

Within one intensive week of co-creation with Müller, their customers and SYZYGY, we had designed and tested a rapid prototype for a new app-based delivery service.

Although Müller’s instinct was to ‘deliver everything’, it became clear that the service’s USPs were instead the simplicity of its subscription model and the quality of the products. Less was indeed more.

For this project, SYZYGY delivered

  • A five day design sprint
  • Rapid prototyping of the site
  • Surveys and live focus groups
  • Release of the Beta pilot e-commerce

Fake it to make it

The learning from the Design Sprint informed the next iteration: an invite only 200-home delivery pilot, within a limited geographical catchment.

A beta digital service was developed to support sign up, ordering, payments and subscription management. Operationally, we were able to build a rapid custom back end to support order management, delivery and billing.

 

Throughout the pilot we observed, tested and analysed every aspect of the service though surveys, focus groups, customer service queries, analytics and basket modelling.

Commercial readiness

The project shows how SYZYGY helps brands to innovate and quickly develop and test new products and initiatives.

The design sprint, along with the three-month pilot, provided Müller with rapid, iterative insight into the market readiness of a new proposition. Normally, a new product or service test would take 12-18 months to come to market. We were able to do this in just 12-weeks.

 

All aspects of the service were tested: acquisition, the registering and ordering experience, delivery and branding, product range and quality and the overall level of customer service.

Müller established full confidence in the business model and brand positioning in a fraction of the usual time, providing a clear mandate for a large-scale roll out.

"Running the sprint and beta pilot with SYZYGY has saved us money and time and given us the confidence to move forward with our new service."

0 %

of pilot customers not had milk delivered before

0 %

of pilot customers likely to retain service

 
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