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Papitto Gelato

Uncovering customers’ online purchase behaviour


Papitto Gelato provides hotels, restaurants and cafes with customised gourmet gelato and sorbet products, and also sells and delivers gelato to consumers via an e-commerce platform. 

We wanted to help the team from Papitto determine the areas in which they can use service design to improve their product and marketing design and better reach out to their consumers. Hence, we invited the client team for a workshop, held over two separate days, to help them evaluate their business.

Performing qualitative research

When gaining consumer insights, quality trumps quantity. Prior to the workshop, we crafted a detailed questionnaire and set out to collect insights on customers’ product knowledge and online purchase behaviour. We then synthesised the responses collated by sorting them into various key categories such as customer age group, brand preferences, concerns of buying gelato online, and the circumstances in which they make purchases online.

Mapping internal and external stakeholders

To enable the client to better understand their business, we encouraged them to list down all stakeholders who directly and indirectly impact their operations. This allowed them to see the importance of designing solutions that are seamlessly integrated throughout the organisation for better information flow and consistency.  

Creating a business model canvas

A business model canvas is a visual strategic chart used to analyse and improve existing business models. On a large piece of paper, the client used post-it notes to identify key elements of Papitto’s business model, which helped them to visualise possible strengths and weaknesses.


Creating a value proposition canvas

A value proposition canvas allows businesses understand customers’ needs. The client first brainstormed on customers’ possible “gains”, “jobs/tasks” and “pains”, and then identified the corresponding “gain creators”, “products and services” and “pain relievers”. This enabled them to uncover what the specific needs of their customers actually are and encouraged them to design products and services that cater to these needs.

In conclusion

As the workshop came to a close, we left the client with the wealth of information they had uncovered and encouraged them to revisit them when the need arises. Through the process of analysing qualitative feedback from potential customers, identifying key stakeholders, charting their business model and brainstorming customers’ needs, we trust that they have better understood their organisation and endeavour to implement customer-centric design solutions and create better value for their customers.

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