future-forward
groceries
Due to confidentiality, this case study highlights one key activity—identifying core customer profiles. I'm happy to share more details upon request.
Project led while working at Carrefour’s Innovation Department.
As part of Carrefour's strategic initiative to place innovation at the heart of its retail business model, the company aimed to redefine the shopping experience with a clear vision for the far future.
To achieve this vision we worked together on scenarios that would guide Carrefour's long-term planning and inspire its evolution.
strategic foresight
As the company sought to strengthen its commitment to innovation, it became clear that a forward-thinking, cohesive strategy was essential. This project aimed to create a comprehensive plan for the future, considering trends, emerging technologies, and shifting consumer behaviors.
These insights were first translated into fictional scenarios to make them tangible, then used to establish a clear vision shared by senior management, followed by a practical roadmap to guide the entire company.
from macrotrends to scenarios
We interviewed experts to identify macrotrends like technology, shifting consumer behaviors, sustainability, and demographics. These insights revealed key drivers of retail’s future such as automation, responsible consumption, and community focus.
We then created three distinct scenarios for Carrefour. Community focused on sustainability, urban farming, and sharing economies. Convenience envisioned smart homes, rapid delivery, and self-driving vehicles. Experience explored VR, digital goods, and personalized entertainment.
personas and storyboards
To bring the scenarios to life, we developed detailed personas representing key customer segments. Based on research into consumer behaviors and values, these personas provided insight into how different groups might engage with retail in the future.
We then created storyboards to illustrate these personas interacting with Carrefour’s potential services, transforming abstract ideas into tangible, relatable experiences. Rather than simply predicting the future, these scenarios helped Carrefour choose a purposeful direction.
drawing
the future
To refine the scenarios, we collaborated with different professional illustrators, each focusing on one of the proposed futures. Their visualizations brought abstract concepts to life, allowing stakeholders to immerse themselves in the potential realities.
By combining strategic foresight with creative storytelling, we crafted a compelling narrative for Carrefour's future, bridging the gap between visionary ideas and practical implementation.
what made it
worth it
Predicting a company’s future is challenging, but design fiction helped Carrefour’s leadership make informed decisions. By exploring multiple futures, we outlined clear, actionable strategies to drive long-term innovation.
The project provided strategic insights to reinforce Carrefour’s leadership in retail while sparking ongoing discussions on innovation. It aligned stakeholders and set the foundation for a future-focused mindset across the company.
still curious?
As much of this project involves confidential aspects, I have chosen to highlight a single activity within it—design fiction. I’d be happy to share more details upon request.