Case Study: Expanding a Leading Instant Delivery Service Beyond Deliveries
MARCH 2021
CHALLENGE
A leading instant delivery service in Turkey engaged us to explore how they might expand into new services, especially in FinTech, while staying true to their brand promise and resonating with the cultural values of their loyal user base. As the most recognized instant delivery service in the country, they sought to establish Experience Design Principles that would guide growth into new services and markets without compromising the trust they’d built.
During some of the field research we conducted on how Turkish people give, spend, share, collect and talk about money.
APPROACH
Our process involved a comprehensive, multi-phase research initiative:
1. User Interviews & Value Proposition Analysis: We conducted extensive user interviews to map out the core value propositions that defined the brand’s current success. By cross-referencing these with user and business needs, we could align the brand’s essence with new opportunities in FinTech.
2. Cultural & Sociological Research: Through qualitative, quantitative, and field research, we uncovered key cultural insights, particularly the emphasis on trust and safety in monetary transactions. This analysis highlighted the importance of grounding any new services in familiar brand values: ease, speed, and joy.
3. Experience Design Principles Development: From these insights, we developed evergreen Experience Design Principles that would serve as a consistent framework for all new services, experiences, and features, supporting growth across services and geographic expansion.
KEY INSIGHT
The brand’s widespread familiarity and reputation in Turkey positioned it as a trusted household name. By anchoring new services to familiar elements—ease, speed, and joy—any expansion would reinforce existing user trust, easing adoption of unfamiliar services.
OUTCOME
We developed three core Experience Design Principles that became touchstones for all teams working on future brand expansions. To support these, we created visual guides—posters, cards, and interactive checkpoints—that empowered internal teams to maintain alignment with the brand’s core identity at every touchpoint. Using these principles, we co-designed the MVP product and user journey for FinTech, enabling the internal team to launch with a solid foundation in user trust and brand loyalty.
