Fast-tracking discovery and seamless delivery for critical business initiatives
Founded in 2006, MOO shook up the print industry with what they’ve now established as their signature and longest standing product - better quality, more affordable business cards. Fast forward to now, and they are one of the world’s fastest growing print and branded merchandise businesses, crossing a lifetime value of $1bn in 2022, after 14 years of consecutive growth.
Along the way MOO has stayed true to its core mission - ‘Great Design for Everyone’, while being unafraid to take advantage of technology to scale this mission to more businesses across the world. This mission is infused in everything they do, from their range of beautifully crafted branded products, unmatched design and print reliability and truly exceptional, award-winning customer service.
Loomery joined MOO just as they were embarking on a transformative journey; to create a new platform that would expand the range of products businesses could customise and apply their logo to. For the first time, MOO would be bringing much more of that journey online, giving a huge amount more creative freedom to businesses themselves’.
This new platform - and its enhanced self-serve capabilities - would help MOO scale to reach its future revenue ambitions and future proof its operations, making them much more scalable. In addition, the new platform would offer the opportunity to radically rethink the types of services and support it could offer businesses and expand the range of businesses it could serve.
Through 2023 Loomery have been working closely with MOO teams to bring this new platform to fruition. From leading Discovery, to embedding with multiple development teams and helping to build product, design and research capability we have accelerated progress across the product and technical teams.
Project in numbers
“It has been awesome to see the product come to life and to leave our team with some great practices on what good research looks like. Without Loomery, Moo wouldn’t be where we are with building a new experience or thinking about the future with our customers in mind. It's been a pleasure!”
— Claire Donald, Vice President of Technology & Product at MOO
Rapid discovery to delivery transition
Our initial 10-week Discovery gave us depth of insight into the opportunity space and priority business and customer problems to solve for branded products. We got an enormous breadth of feedback from users through concepting and testing end-to-end journeys. This thorough grounding in the space enabled us to transition smoothly into a clearly prioritised, achievable delivery plan and roadmap.
We created a new unified roadmap for MOO’s new platform which focused development and ensured focus was on areas offering real value for the business and customers. We then hit the ground with MOO’s development teams, helping them to transition into a new ‘sliced’ way of shipping value in each sprint. With the vision of the best experience as our guiding star, we identified the manageable steps to get there, with the initial aim of building out a core, end-to-end testable MVP on which 200 live orders could be placed in September 2023.
Setting up for long-term success
For Discovery and its benefits to live on in an organisation, we need to set up the right processes, tools and people to support it, and this looks different for every business. At every step in working with MOO, we were not only testing and refining the product, but also the processes we were using.
Plenty of collaboration between MOO and Loomery went into creating a particular MOO blend of Discovery, in which we worked with stakeholders based both in US and UK, we collated learnings and updates in a Notion and recorded demos to fit within their hybrid and international workforce.
We were instrumental in MOO’s capability building - assisting in the interview, hiring and onboarding of a new Head of UX/UI, and several permanent Product Managers. We open sourced our methods, providing structured 1:1 Discovery coaching with members of the MOO team, and quickly adaptable templates and frameworks for common processes. Our cross-functional playback and ideation sessions helped to familiarise a broad audience with the benefits of Discovery, demystify the process and also quickly and effectively tap into the many different brains of the business.
The MOO and Loomery collaboration is still ongoing. Loomery teams supporting MOO in design and development ahead of the new platform launch. A great deal of progress has been made since we started working with MOO in January 2023, including:
“Loomery's expertise has proven to be of immense value to MOO in our journey of discovery, aiding us significantly in advancing our strategy and roadmap and identifying the most important outcomes for our customers. Our collaboration with Loomery has been exceptionally seamless, with them perfectly integrated into our team and working closely with our internal stakeholders. Their ability to help us visualise, test, and validate the desired customer experience has filled us with excitement and confidence for the road ahead. Thank you Loomery!”
— Noha Ghazouani, Director of Product at MOO