Designing an Ice Cream Experience that Nourishes your Heart
HELADO GOURMET POPSY
These creative endeavours span from establishing a cozy co-working ambience to cultivating playful realms for children, each meticulously crafted to amplify the allure of the brand. Through immersive experiments across cities and rigorous ideation, Popsy nurtures a space where each visit transcends the ordinary, flourishing into a tapestry of delightful moments and cherished memories.
Popsy seeks to revolutionise the traditional ice cream experience, turning fleeting visits into memorable, heartwarming encounters. Driven by a profound understanding of their customers, Popsy channels innovation through human-centered design, bringing forth a symphony of curated experiences that resonate with diverse needs and desires.
HUMAN CENTRED DESIGN • CUSTOMER EXPERIENCE • DESIGN THINKING
THE OPPORTUNITY
How can we make clients fall in love with Popsy so that they can become more loyal thanks to the awesome and memorable experience they live in our stores?
Our Approach
We took Popsy through a Design Thinking process where we first established our buyer personas, we did detailed research desk and field-based research to understand our customers, their relationship with the brand and their pain points. We ran an internal diagnosis to get the two perspectives and clarify the opportunities for improvement.
We ran an ideation process where we came up with 5 final experience lab ideas to prototype. Each one of them was focusing on a different need and Persona:
Popsy Brunch - We transformed Popsy into a co-working spot where people could meet for a coffee in the morning and order baked goods instead of just ice cream.
Girl Power - Popsy turned into a feminine venue, the perfect partner in crime for Bff’s time out, offering them ice cream based cocktails, tea time menu and pop up experiences around fashion and beauty.
Issimos - We developed a special limited edition of giant ice creams products to indulge customers with visually appealing products to share.
Popsy Bar - Inspired by the personalisation trend, we turned Popsy into an Ice cream bar where people could mix their favorite ice cream flavours with toppings, edible bowls and then take pictures of their unique creations.
Popsyland - We created a children’s world offering new products and in-store activities like painting classes, reading corners and playful installations for kids to immerse in a fun world.
We ran the experiments in 3 different cities and we learned from all of them.
In a final workshop we refined and blended ideas and came up with three types of experience we could implement according to the stores (express, standard, and flagship).
After the creative process, Popsy worked through brand changes, trained their frontline workers and the new experience was implemented in Bogotá, Colombia.
The Results —
Brand Repositioning
We repositioned the brand in the market, shifting the initial buyer personas and attracting new generations into the stores.
Employee Engagament
We increased the employee engagement of frontlines and their ownership in the experience.
Brand Recognition
Popsy reached Colombia’s Top 10 of brands people loved the most in 2023 article by VMLY&R research.
Social Trending
2 new flagship stores have become trending topics in social media.
Customer Perception
Popsy increased their visits as a “final destination”, not just an unplanned craving.