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Deepening Customer Engagement with IKEA Retail

frog and IKEA Retail (Ingka Group) worked together to transform an underutilized customer club into a core part of its customer engagement strategy

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Creating a more rewarding experience  

How does it work? 

Collecting reward keys 

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IKEA saw that their customer club had potential to engage more members, in more meaningful ways. They wanted a new rewards concept that would activate support and recruit members towards the highest form of engagement—their home furnishing project journeys.

Growing IKEA Family’s impact 

Challenge

frog collaborated with IKEA to research, design and create a global rewards framework operating as a consistent way of rewarding customers across every country, whilst offering local countries flexibility to adjust.

Transforming engagement-driven loyalty 

Solution

After trials in Sweden and Spain, reward keys from IKEA Family has launched in Portugal, Italy and Australia. Work continues with frog to boost deployment to 27 markets, ensuring customers globally can benefit from a more rewarding experience.

Substantial growth, increased engagement 

Outcomes

Project highlights

Delivering at scale

IKEA’s expansion of the reward keys program shows confidence in the potential transformation to drive its membership engagement strategy forward and deepen relationships with customers.

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Expanding to engage the “many people”

Note: The images presented here are mock-ups and not reflective of the final solution.

Creating a Loyalty Program to Deepen Customer Relationships and Drive Cross-sell

Deepening Engagement & Loyalty with Their Best Customers

Launching a Holistic Health and Wellbeing App

Helping the largest health and fitness club in Europe beat the competition

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Project Overview

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Setting digital strategy and a roadmap to start moving fast

A strategic design partnership

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A holistic new proposition

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Empowering Customers through a Best-in-Class Companion Experience with STC

Transcending the Telco Op Model

Building a venture to forge a new definition of value for SMARTY customers

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Project overview

<strong>Digital-only, SIM-only:</strong> Remove all clutter and complexity: SMARTY stands out among competitors as a highly optimized, digital-only, SIM-only brand and experience.

<strong>Agile Technology:</strong> Start lean, scale up fast: In six months, the SMARTY tech team had a cloud-native web app up and running. It has now matured into an enterprise-grade cloud infrastructure, resilient enough to handle rapidly increasing volumes of traffic. Supporting SMARTY’s ‘test and learn’ ethos to continuously improve the experience, the web team regularly runs A/B testing to improve conversion, retention and understanding of customer interactions.

<strong>Experience-led:</strong> Take note of feedback: SMARTY provides value to customers by listening carefully and often to their views on how to improve. Never straying far from its ethos, SMARTY has grown through word-of-mouth, with its customers proactively sharing their satisfaction with others.

<strong>Build capacity alongside product:</strong> Fuse expertise: SMARTY has been a multi-company, multi-geography design partnership from its outset: fusing frog’s expertise in design and technology with Three UK’s telco experience to launch and scale the new product in market. Digital marketing analytics, mobile app development, billing and network provisioning teams all unite to deliver the digital experience.

frog's work with SMARTY to disrupt the conventions of an overly complex and commoditized sector is underpinned by four pillars.

Disrupting telco conventions

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SMARTY’s mission has always been to find radical new ways to put mobile customers first. Following a swift build, launch and scale, the next opportunity was to grow the business while retaining SMARTY'S purpose, customer base and innovative differentiation in the telco market.

Directions for growth

The frog team’s pre-existing knowledge of the organization meant they could rapidly develop working hypotheses on how to give SMARTY customers what they want—and ultimately grow the business further. To test, refine and validate emerging theories, the team used a blend of secondary research, stakeholder interviews, focus groups and customer diaries.

Hypothesis-led testing

A probing, hypothesis-led approach led to rapid empirical insights and the development of a solid growth strategy. The team delivered an actionable technology roadmap to ensure SMARTY can move toward new value plays for the group market—individuals using their own SIM under a shared account—which had previously been underserved. 

Outcome

Equipped for new value plays

Next era of growth

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Visit the frog archives to <a href="https://www.frog.co/work/smarty-building-the-uks-highest-rated-mobile-network-in-under-6-months" target="_blank">learn more</a> about the launch of SMARTY.

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Meeting and exceeding goals 

Transforming Pet Care with AI

Grounding the Made of Air Brand

Resetting Company Strategy for a Disrupted Market 

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“This great work, and the speed at which it was delivered, made it possible for us to commercialize this brand with Amazon in the very demanding timeline they requested.”

<p>In 2017 Innocor was purchased by a large private equity buyer that wanted to reset the company’s strategy. As a large manufacturer and supplier of memory foam products with a limited retail presence, Innocor needed to define its role in a mattress market that was being disrupted by direct-to-consumer (D2C) players.</p>
<p>Over the course of the following year, Innocor engaged us in a partnership across several projects including innovation strategy, product category creation, sales and partnership development, new product development, in-store sales solutions and brand creation, positioning, identity and web presence.</p>
<p>&nbsp;</p>
<h2>The Critical Question</h2>
<p>Innocor’s retail division, Innocor Comfort, focused primarily on mattresses-in-boxes (MiBs) and mattress toppers. Through a rigorous research and discovery program, it became clear that we needed to go beyond identifying discrete innovation opportunities in these two areas. In order to realize its growth goals, Innocor needed a holistic vision that could drive toward short-term wins within the context of a long-term strategic plan.</p>
<p>After synthesizing our research about consumers’ sleep habits and preferences with our assessments of Innocor’s key strengths and market challenges, we identified the fundamental questions at the heart of the strategic pivot: What kind of business does Innocor want to be in the years ahead? What’s the destination?</p>
<p>&nbsp;</p>
<h2>Defining the Strategic Vision</h2>
<p>Several key insights from our research helped shape the overarching goals of Innocor’s strategy reset and informed critical decisions about its brand, market positioning and product priorities.</p>
<p>&nbsp;</p>
<h3>The Brand Gap</h3>
<p>Initially, Innocor’s lack of a dominant flagship brand seemed like a vulnerability in an increasingly competitive market—but it also left the door open for Innocor to more easily access other brands through strategic partnerships.</p>
<p>&nbsp;</p>
<h3>Channel Constraint</h3>
<p>Innocor’s long-standing relationship with its top retailer made proactive experimentation and innovation more challenging, but made the cultivation of stronger unassisted sale strategies more appealing.</p>
<p>&nbsp;</p>
<h3>Little Fish, Big Fish</h3>
<p>Innocor&#8217;s offerings portfolio made it a small player in the MiB market and a large, influential player in the mattress topper segment, leading to the strategic decision to focus on winning in the mattress topper space.</p>
<p>&nbsp;</p>
<h3>Channel Collision</h3>
<p>With the rise of D2C mattress brands, both Innocor’s traditional sales channels and consumers’ expectations changed fundamentally. Rather than competing with D2C entrants on their terms, our insights guided Innocor toward winning D2C value through value-added service and partnerships while cultivating new channels over time.</p>
<p>Together, these strategic insights and consequent business and brand decisions allowed Innocor to define its long-term strategic vision: To become the most progressive, multi-tiered private label partner in the sleep business.</p>
<p>&nbsp;</p>
<h2>A New Category of Mattress Toppers</h2>
<p>Innocor already had a strong presence in the mattress topper category, but our exploration of the sleep space uncovered tremendous consumer confusion around mattress toppers—<em><span class="NormalTextRun SCXW12456396 BCX0">What are they? What do they do for me? How do I use </span><span class="NormalTextRun SCXW12456396 BCX0">them</span><span class="NormalTextRun SCXW12456396 BCX0">? Do</span><span class="NormalTextRun SCXW12456396 BCX0"> they</span><span class="NormalTextRun SCXW12456396 BCX0"> replace my existing mattress?</span><span class="NormalTextRun SCXW12456396 BCX0"> </span></em><i></i></p>
<p>This confusion, combined with a fragmented marketplace full of ambiguous claims, revealed an opportunity for Innocor to more clearly define the category, setting them apart from competitors, establishing their category leadership and driving new demand. This redefinition led to a refined category architecture and a portfolio of differentiated mattress topper concepts that targeted specific consumer needs and priorities.</p>
<p>Within months, Innocor had launched two of our proposed concepts—the You &amp; Me personalized mattress topper and a dedicated back support topper—through their retail partnerships with Serta and Kohl’s. We also created a new retail shelf space architecture to help Innocor’s retail partners educate consumers about the new category ecosystem and sell these products most effectively.</p>
<p>In addition to these launched products, we created, named and tested numerous additional product concepts to provide a robust innovation pipeline for the company moving forward. Beyond physical products, we also designed a digital product to provide customization to customers in a way that navigates the SKU constraints of mass channels.</p>
<p>&nbsp;</p>
<h2>Win Alongside the D2C Winners</h2>
<p>With D2C players emerging as the winners in the sleep space, we needed to reimagine how Innocor was going to play. Instead of competing with these brands head-on, we advised Innocor to achieve long-term growth by “winning with the winners” in the burgeoning D2C mattress space. To do that, we needed to understand the underlying challenges these businesses were facing and provide a compelling case for partnering with Innocor to overcome them.</p>
<p>&nbsp;</p>
<h3>Defining the Value Proposition</h3>
<p>Innocor’s industry experience and expertise created an opportunity to add value to D2C brands through strategic partnerships. Through such relationships, Innocor could provide D2C startups with strategic leadership, consumer insights, technologies and product development to help them grow or expand into new markets. The key insight was that Innocor could expand beyond just making products, becoming a growth and innovation solution provider to its own strategic partners.</p>
<p>Based on this value proposition, we designed and developed print, digital and video assets to help Innocor improve their outreach and messaging with big-name D2C sleep startups.</p>
<p>&nbsp;</p>
<h3>Driving Omnichannel MiB Sales</h3>
<p>Innocor invented MiBs and led the category in multiple key channels. In order to defend and grow its position in this segment of its business, however, it needed to strengthen its brick-and-mortar retail experience and MiB product offerings. The primary barriers to MiB purchases included product ambiguity, the lack of “trial-in-the-aisle&#8221; opportunities and the impression of MiBs being low quality.</p>
<p>To overcome these barriers, we focused on elevating Innocor’s MiB presentation and in-store experience to improve consumer understanding and create more impactful first impressions. We designed new physical displays and in-store materials to increase visibility and consumer awareness about the MiB category, driving new sales. Additionally, we created new MiB product packaging featuring informative touch-and-learn displays that allow consumers to see and feel the inside of an Innocor MiB before making a purchase, further strengthening understanding and awareness of product’s benefits and quality.</p>
<p>&nbsp;</p>
<h3>Private Label Partners with Amazon</h3>
<p>Our strategy, category creation and retail programs for Innocor culminated in the creation of two new, private label brands. We defined the brand positioning, guidelines and visual identities for each brand, along with unique consumer targets and value propositions tailored to specific retailers.</p>
<p>The strength of our work attracted Amazon to partner with one of these brands, <a href="https://www.amazon.com/stores/Revel/Revel/page/60BAADE7-FEE0-4CE9-9487-403F08DD77D0">Revel</a>, in early 2018, bringing the online retail giant into the D2C mattress and bedding space. To support the launch of this partnership, we helped bring Revel to life with a complete brand identity including brand assets and guidelines, product and packaging design and original photography. Revel’s complete line of mattresses, mattress toppers and pillows continues to sell successfully on Amazon.</p>


Our innovation strategy positioned Innocor for rapid growth, leading to a merger with one of its primary competitors, FXI, in early 2020. Together, Innocor and FXI created one of the largest, most innovative foam solutions providers on the market, with a strong and growing presence in sleep health. 

Investing in the Future of Design Collaboration

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"We see Campfire as an essential tool for design collaboration in a remote world. Their technology solves a core need for designers and engineers, and our partnership with Campfire's founding team has allowed us to collectively bring their product vision to life." 


frog chose to invest in Campfire to bring definition to the collaborative design of physical objects and spaces in an increasingly virtual world.

<p><strong>The Campfire team</strong> has a vision—to use augmented reality to help designers and engineers collaborate in three dimensions like never before—and the cutting edge technology to bring that vision into reality. Unlike their competitors focused on entertainment or solitary activities like gaming or workplace training, Campfire saw an increasingly virtual workforce that lacked productivity tools to collaborate on the design of physical products and spaces. In order to gain early converts, raise additional capital, and compete with established names in the VR/AR market, Campfire asked frog to take their technology and bring it to life with a brand that captures the value and potential of 3D remote collaboration.</p>
<p>The concept of the “familiar future” quickly emerged as a clear and compelling theme to unify Campfire’s brand strategy. Whereas other mixed reality companies communicate potential futuristic experiences, Campfire aims to reinvent the familiar—sitting around a table with colleagues to talk, think, observe, and create together. Campfire allows collaborators not only to see and manipulate a 3D product simultaneously, but to see and speak to one another in the virtual collaboration space.</p>


<p>At the heart of this experience is the Campfire hardware, all designed by frog: the headset, a console that “projects” the holographic scenes, and a pack that turns the user’s smartphone into a tool for interacting with 3D models. The headset has the largest field of view of any commercially available AR or VR product, enabling users see more and work with bigger virtual objects. The console was designed for quick and elegant out-of-the-box assembly, flat packed with magnetic attachment points. frog also designed the pack for easy compatibility with any smartphone. frog’s industrial design team leaned into the controls of these products as a user experience differentiator by highlighting the knobs, wires, and touch points in the final design.</p>


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<p>To strike the balance between the coolness of the future and the warmth of the familiar in Campfire’s brand expression, frog developed a comprehensive and cohesive brand identity including logomark, fonts, colors, and visual style. The color pallet of ashen greys and a striking red-orange, colors evocative of the company’s name, unites every aspect of Campfire’s new brand identity, from its logo and graphics to its supporting apps and hardware.</p>
<p>To clearly communicate Campfire’s vision and story, frog advocated a radical departure from its competitors in communication style. Most depictions of AR technology include busy compositions built around unconvincing renderings that lack any clear meaning or emotional impact. Instead, frog proposed a concise, focused and purposeful visual direction that emphasizes the creative flow, contemplation, and collaboration enabled by the system rather than the physical products themselves. The striking simplicity and contextual familiarity of this visual style reframes Campfire not as a toy that empowers play, but as a tool that empowers creative work.</p>


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Campfire came to frog with superior technology. With frog’s investment and expertise, that technology is coming to market as one of the most distinctive and powerful collaboration tools available to the design industry. 

Fueling Healthcare Innovation through Venture Design

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“The Design Collaborative extends Pfizer Consumer Healthcare’s innovation capabilities by tapping into the creativity and design expertise at frog.”

Leveraging our corporate venture building capabilities, frog partnered with Pfizer Consumer Healthcare to rapidly develop new, scalable consumer healthcare businesses, well outside of their original core offering.

<p>Beginning in March 2016, Pfizer Consumer Healthcare (PCH) partnered with frog to establish the Design Collaborative, an innovation accelerator for the consumer health space. frog’s Venture Design principles, derived from many years of experience working as founders and with other entrepreneurs, guided the creation of the Design Collaborative. The joint initiative accelerated the development of new health solutions for consumers in the areas of sleep tracking and improvement, stress and energy management, nutrition and aging, among others. PCH and frog worked together to identify a range of opportunities within these target areas, select those most useful for empowering consumers to take health and wellness into their own hands, then structure both the offerings and business models around them.</p>
<p>The Design Collaborative was jointly staffed by frog and PCH, with key members co-located to ensure continuous engagement, strategic alignment and creative intensity. PCH team members rapidly adopted frog’s venture approach, favoring dynamic progress over rigid process, and leveraging customer insights to support accelerated decision making.</p>
<p>In nine months, the Design Collaborative delivered six new, refined and scalable business concepts that advanced Pfizer’s organizational goals and served as a beacon for innovation throughout the company.</p>


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When frog and PCH partnered to launch The Design Collaborative, the team drew on frog’s Venture Design practice. First, they got to work identifying the target areas for innovation. They then tapped into design methodologies proven to achieve rapid, scalable business impact, leading to informed decisions about potential new opportunities.


A Venture Design Approach

The Design Collaborative used ‘experience simulation’ prototypes to validate opportunities with target customers. These empirical tests kept designers and developers tangibly immersed in the product experiences, and ensured customer needs stayed at the center of all decision making.

 Simulating Customer Experiences

After developing over 40 product & service concepts—each delivering new value in key consumer-focused areas—the Design Collaborative brought forward six new business opportunities to key stakeholders. Each was anchored in a large, unmet need, and presented with a clear business case for bringing to market. 

Making It Real

The Design Collaborative demonstrates the value of corporate venture building in enabling even the Fortune 50 to step beyond their prior boundaries and begin shifting their center of gravity to a next generation of core businesses.

Insuring a Better Customer Experience

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“What is the role of insurance in an individual’s everyday life? frog worked with AXA Italy to introduce mobile services that are relevant, valuable, and easy to access, through conversational interfaces, streamlined workflows and innovative features. Together we brought to life a new way to approach insurance.”

Reinventing the customer experience in insurance is a key step in the transition from insurance provider to partner. To address the challenge, AXA Italy approached frog. Together we articulated the foundational customer experience concept and technology platforms to design, develop and launch My AXA, which offers new innovative and efficient services.

My AXA guides a user through otherwise time-consuming or stressful tasks, such as reporting an accident or locating roadside assistance in real-time. In doing so, it simplifies administration to allow AXA customers to focus on what is most important.

Interaction over Administration

My AXA uses a conversational user interface (UI) to simplify access to insurance information and functionalities, replacing jargon with clear language. The result is a more human, yet digital experience that improves transparency and helps win customer trust.

A Conversational Interface

frog exercised our technology expertise to implement an end-to-end future proof solution: iOS and Android native apps built with modern languages and frameworks (Swift 4, Kotlin, GraphQL) for optimal UX, and a cloud-native, API-first backend with a microservices architecture, deployed to AWS and Openshift with a complete DevOps toolchain.

Innovating with Technology

AXA Italy and frog collaborated closely from concept through design and development. Throughout the program, frog facilitated a lean development process, applying its expertise in Agile and SCRUM to get My AXA to market in just six months.

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