BABYSAM - servicedesign

15 Apr Babysam

Service design
attracts new parents

Wiki and educational concept for BabySam

The customer

In Denmark, BabySam is one of the largest and most innovative chains in the field of baby equipment and consists of 27 retail stores across the nation. Other than that, BabySam sells their products through their own web shop and directly to institutions.


With more than 40 years of experience in the counselling of baby equipment, BabySam wishes to make it easy for parents to make safe purchasing decisions – it is therefore important that employees are constantly updated with the newest knowledge, and knows how to decipher customer needs and give them optimal guidance.

The task

BabySam wanted to develop new and improved services in order to meet the customers in a new way. The salesperson/customer relationship should not only be about sales, but also a creation of a particular value for the customer. The task included an analysis of the customer’s known and unknown needs and an educational programme for the employees.
Tasks included:


To develop personas for archetypical first-time parents and analyze the target group and their realized, known needs as well as their unknown in relation to services and information in BabySam stores.


To develop ideas and tools to establish a closer relation between first-time parents and create value for employees and not the least, the customer.


To develop an educational program and educational tools, which makes it easier for employees to meet the customers’ individual requirements and expectations when they go to BabySam.

The solution

By means of user-driven innovation methods DESIGN CONCERN covered various important potentials of improvement, which has been of high importance in the development of BabySam’s strategic service platform.


Step 1 – covering of known and unknown user needs. This included:


  • User surveys in two stores and online surveys on BabySam’s website (plus focus group and mother’s group).
  • Development of idea catalogue with the users suggestions to improvements of stores and service.


Step 2 – development of teaching resources, including:


  • Four fictional characters, which represent different types of customers identified in the user analysis. The four characters are used as a mean to train the salespersons in spotting different customer segments with different needs. In doing so the salesperson can target the service accordingly.
  • A baby catalogue – an easily accessible tool sales personnel can use as a reference both in preparation to and in sales situations.
Babysam logo

 ”In collaboration with the design company DESIGN CONCERN, we at Babysam have had the pleasure to utilize a number of different user-driven innovation tools, which has revealed important potentials for improvement, which had significance for the development of Babysam’s strategic platform. “


Signe Jørgensen, BABYSAM

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