Challenge & Selection

The challenge for us was to identify alternative sources of revenue for a bread delivery service.

Growth at the delivery service had become stagnant, and the business was looking how to best

utilize their assets, which included, three delivery trucks and a network of restaurants and

small shops. As the main assets the bread delivery service had included a community of small

businesses, we used the Journey Mapping tool. This tool follows a customer as they receive a

service, and utilizes ethnographic research modalities to establish the human elements in the

process and uncover hidden opportunities in the relationship the delivery service had with its

clients.

Application

To implement the tool, we spent a day with each of the three delivery drivers, during which

time we took careful notes of how each of the employees interacted with the customers and

which routes they took between deliveries. During our ride along, we had the opportunity to

speak with the customers and uncovered some opportunities in the community of restaurants

and shops that were being delivered to. One of the restaurants just started making pastries for

a local chain of small grocery store which happened to be a customer as well. We were able to

tweak the schedule and some of the routes so that two of the trucks that would have been just

driving back to the bakery empty now delivered on its return trip.

Insight

This opportunity was best realized because the network of clients was treated as an ecosystem

within which the bread delivery service operated. Using the human interaction during the

mapping process made it so that a new stream of revenue could be derived with a little logistic

tweaking.

Approach

We were fortunate enough to uncover a revenue generating insight using Journey Mapping.

The co-creation tool was also implemented during the process. One of the drivers had the idea

to increase the web presence by starting a weekly vlog using video from the dash cams

mounted in the delivery trucks, which has since been implemented. Although the vlog has not

created any new revenue, the drivers have an extra bit of ‘pride on the drive’ which has

increased moral.

