How to design a digital service, the Foody’s online shopping and loyalty app, for a food retail chain in a digital sprint

This essay describes the design of a digital service to improve customer loyalty for a food retail chain in a digital sprint of the Digital Business class. The digital service is a online shopping and loyalty app, Foody app. The food retail company is the fictious company Foody.In the following I will outline the design of the digital service app. I will first visualise the digital service app by providing the user interface, value proposition, customer profile, customer problem and solution, and ecosystem map. Second, I will define the front-end by presenting the customer journey through the Wardley Map and customer journey map. Third, I will lay out the digital capabilities needed, specifically the Foody app’s back-end digital capabilities. Fourth, I will describe how Foody can increase customer loyalty with data analytics using the example of the data analytics framework.