APG and Accenture Interactive embarked on a 100-day immersive journey to explore, create and validate new value propositions, business models and revenue streams. Based on a design thinking and lean-startup approach, Accenture Interactive leveraged the explore-exploit innovation framework to complete a 7-week discovery phase and a 12-week validation phase.
The 7-week discovery phase
A discovery phase was set out to analyze the as-is state and to explore new business models. This comprised activities such as mapping macro trends, analyzing the business ecosystem, conducting stakeholder interviews, innovation scouting and SWOT analysis of the Kandoor business model.
Based on the insights captured, the team generated a long-list of 20 different value propositions. This was narrowed down into short-list of 4 high-potential value propositions. For each of these propositions, a business prototype was created to validate customer interest and willingness to pay with end users. Technical feasibility was examined, while discovery-driven planning led to estimations of opportunity and market size.
The 12-week validation phase
During the validation phase, the proposition with the most potential on the short-list was tested. To solidify customer interest and willingness to pay, fake sale landing pages were built, and A/B tests were performed. In addition to these experiments, the team held surveys and interviews with both end users and volunteer guides to examine desirability of the proposition. A detailed business case was developed to validate profitability, and proof of concepts were built to support feasibility of the business models.
Working together as a single team, Accenture Interactive and APG were able to ideate, shape and validate new ways to unlock value for Kandoor. Despite being restricted to virtual collaboration during the pandemic, the team was able to create a fully transparent and open environment for co-creation. Virtual collaboration tools helped to sustain high performance, contributing to a successful collaboration between both teams.
"What contributed greatly to the project's success is that we had a multidisciplinary team from both Kandoor and Accenture Interactive in place. This joint team made it possible to assess the opportunity through all innovation lenses: Desirability, Feasibility and Viability. This significantly helped the decision-making process in how to move forward."
– Pieter van Schaijck, Engagement Lead