1st Semester Exam - Digital Concept Creation PDF

1st semester exam | Digital concept creation Please do not contact BabySam, as this is not a collaboration with them BabySam is the largest retail chain in Denmark focusing on sales of baby equipment. The chain was established way back in 1973 when shop-owner Søren Jalsøe teamed up with a range of...

1st semester exam | Digital concept creation Please do not contact BabySam, as this is not a collaboration with them BabySam is the largest retail chain in Denmark focusing on sales of baby equipment. The chain was established way back in 1973 when shop-owner Søren Jalsøe teamed up with a range of colleagues from similar shops to establish a purchasing partnership. The aim? To be able to offer customers a better and larger selection of baby equipment at favorable prices. This “baby association” (in Danish ”baby sammenslutning”) led to the name BabySam. Today, the chain has 29 stores spread across Denmark and it operates from the head office in Rødovre with the Jalsøe family as the most prominent investor. BabySam focuses on all aspects of life with young children and babies in particular. The product range includes everything from car seats, carriages, changing tables and cribs to toys and children's clothing which are sold in the physical stores as well as online. In general, the management has a strong focus on strengthening the relations with customers and the member club “Klub BabySam” is an example of this. Here, the members are offered a number of benefits including free shipping to store, member discounts on selected items and invitations to events and launches. It’s free to join the club. The company's latest annual report shows a profit after tax of almost DKK 19 million. The result is in stark contrast to the last two financial years, where Babysam has suffered a total loss of almost DKK 42 million. "Babysam has had a 12% increase in revenue, which is attributed to increased customer demand after COVID-19 as well as the effects of the strategic initiatives initiated around digitalization and increased customer experiences," the management stated in its yearly financial report (From Finans.dk: Babysam turns record deficit into double-digit million profit 29/1-2022). Key figures from Babysam's accounts: Millions DKK. Turnover Annual result Equity 2020/2021 577 19 129 2019/2020 516,3 -31,1 110 2018/2019 534 -10,8 141 Source: Finans.dk 1 The chain strives to develop its digital activities further in the coming years and this is where you are asked to make a difference. Thus, BabySam wants to further strengthen the ties to the private customers through the development of a new digital solution. Overall, the solution must create value for BabySam. This can be done directly (through sales) and/or indirectly – e.g., through initiatives that improve customer loyalty or the brand’s identity. As a digital concept developer, you have been given the responsibility of creating an attractive solution and deciding what the solution should contain. The management has visions of a mobile app but is also open to other tech suggestions (AR, VR, AI, etc.) – but with a mobile first perspective. The company is not looking for any media strategies or SOME content creation. Challenge: How can BabySam create value through a new digital solution targeting the B2C customers? You must prepare a well-founded concept proposal and a prototype for a value-creating digital concept that meets this challenge. Your solution should be presented at the oral exam, and we expect you to include relevant theory, methods, and models from the 1st semester of the programme. With a design thinking approach, we expect you to include field research, scoped to fit a 7-day design challenge. Please do not contact BabySam, as this is not a collaboration with them. Prior to the exam, you must submit an outline for the oral exam including a link to your Figma prototype. The outline should have a maximum of 1 page and must be submitted in WISEflow no later than Friday January 13th at 16.00. An outline is a general agenda for your oral presentation. It’s important that your link to the prototype in Figma is set for everyone with the link can edit, and please be aware that you’re not allowed to do editing after handing in. Edits are visible to us in your version history. The oral exam has a total duration of 45 minutes and includes: 20 min presentation of the concept proposal, prototype, and arguments/analyses 20 min. for the exam 5 min. for the assessment Please consult the curriculum for further details regarding the exam. Please note, your lecturers are not available for supervision, as this is an individual 7 day-exam. Background information: The following is meant for your help in terms of making research, for English translation of the following inspirational articles, hit Google translate: 1. In your browser, go to Google Translate. 2. At the top, click Websites. 3. We recommend setting the original language to “Detect language.” 4. In the “Website,” enter a URL. 5. Click Go. 2 1. Article from ”Vores børn” (2020): 10 ting som nybagte forældre er bekymrede for (in English: 10 things new parents are worried about) https://www.alt.dk/boern/10-ting-nybagte-foraeldre-er- bekymrede-for 2. Article from ”Samvirke” (2014): Det har du brug for, når du får dit første barn (in English: What you need when you have your first child) https://samvirke.dk/artikler/det-har-du-brug-for-naar-du- faar-dit-foerste-barn 3. Interview with BabySam’s chairman Sanna Suvanto-Haarsae from “CXO Magasinet” (2016): Med digitaliseringen på udflugt (in English: On excursion with digitalization) https://www.cxomagasinet.dk/11-2016/med-digitaliseringen-paa-udflugt 4. Insights from “Bizzkit”: Online turnover from 100M to 18B in 3 years. https://bizzkit.com/da/kunder/babysam 5. Article from “Finans” (2021): Babysam taber sit største millionbeløb i nyere tid (in English: Babysam loses its biggest amount of money in recent times) https://finans.dk/erhverv/ECE12773565/babysam-taber-sit-stoerste-millionbeloeb-i-nyere-tid/ 6. Article from ”Berlingske” (2016) Babysam er sluppet ud af krisen (in English: Babysam is out of the crisis) https://www.berlingske.dk/virksomheder/babysam-er-sluppet-ud-af-krisen 7. Article from “Bureaubiz” (2021) Babysam vælger nyt leadbureau (in English: Babysam chooses new lead agency) https://bureaubiz.dk/babysam-vaelger-nyt-leadbureau/ * 3