Loyalty Experience for Sports Enthusiasts on a Global Level

The main task of the project was to design and develop a new service inspired by the "prime" model for the brand's customers, with the aim of enhancing their experience and loyalty.

Additionally, a secondary but equally important objective was proposed: to transfer our work processes and methodologies to the internal product design team to boost innovation and efficiency in their future projects.

On the path to excellence, several challenges arose that we were able to solve thanks to the flexibility provided by an agile work structure.

The main challenge was to create a "prime" subscription service that not only added tangible value to the brand's customers but also aligned with their vision and values centered on sports and well-being. At the same time, we needed to facilitate the adoption of our design and agile work methodologies to empower the internal team and foster continuous collaboration.

Methodologies and Organizational Culture

At Runroom, we work agilely, focusing on flexibility, adaptability, and continuous delivery of value. By integrating with the client's internal product team, we managed to transfer our perspective and approach, which they embraced enthusiastically. Additionally, we implemented various work dynamics that allowed us to creatively and effectively tackle challenges, promoting fluid communication and effective problem-solving.

From the beginning of the conceptualization of this experience, the focus was on understanding and meeting the users' needs and expectations, as well as addressing emotions and points of uncertainty throughout the funnel.

The agile work methodology and team collaboration translated into efficiency and quality. Furthermore, flexibility, adaptability, and continuous delivery of value were fundamental to successfully addressing the challenges of this project.

Value Contribution

More than just designing a service, our commitment was to become the architects of innovation, building a bridge between the client's team vision and the expertise of the integrated Runroom Product Team. In this sense, we added value in different areas:

Redefinition of Business Need:

We started with Design Thinking workshops that allowed us to deeply understand the needs and expectations of the end customers. This redefinition of the business need was essential to ensure that the new Prime service perfectly adapted to market demands.

Ideation, Prototyping, and Solution Validation:

Through an iterative ideation and prototyping process, we developed different versions of the Prime service. Each prototype was validated with representative user groups, allowing us to adjust and refine the solution until achieving a final product that optimally satisfied the customers' needs and desires.

Branding and Brand Definition:

Through workshops and conversations with stakeholders and users, we defined the brand and name of the new service. This ensured that the value proposition and visual identity were aligned with the parent brand, creating a coherent and recognizable experience for users.

Transfer of Agile Culture:

During the design and development process, we shared our agile practices with the internal team. This not only improved their internal processes but also fostered closer collaboration between our teams and in other projects we are jointly developing.

Focus on User Needs:

From the beginning to the final implementation, we maintained a constant focus on analyzing and understanding the brand's customers' needs and expectations. This ensured that every design decision was backed by empathy and a deep understanding of the users.

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