Goal

Kramp is one of Europe’s biggest wholesalers of parts and accessories for the agricultural sector. With already a strong focus on digital channels and customer experience, they asked GriDD to help with the development of a new innovative app that truly helps the customer and strengthens the position of Kramp as a digital market leader. With over 500.000 available products it can be time-consuming for customers to find the correct (replacement) product they need, or when processing a delivery, finding a specific product for an end-customer.

In close collaboration with Q42 (development) and Defigners (visual design) and Kramp, we defined a vision for the app and translated that vision into practice. The app was successfully launched during Agritechnica 2019, the world’s leading trade fair for agricultural machinery. In april 2020, the Kramp app has received the Silver Spin Award in the category e-commerce.

Areas of expertise

Digital strategy

User experience design

User research

Information architecture

Period

June 2019 – October 2019

Sector

Agricultural

Approach

Kramp is an organisation that already has a very strong focus on the customer experience, and performed quite an extensive early research into customer needs and the exact point in the customer journey which they would like to improve using the app. The project started with desk research into the already available (customer) information and multiple interactive sessions with different stakeholders. Regularly working on-site, we created a UX concept and developed user flows to determine the scope of the app. This aligned business needs with customer needs, before translating it into wireframes and an early working prototype. Which could then be tested with Kramp customers across Germany and the Netherlands.

Object regocnition app development

Result

Insights gathered during the user testing with customers were combined with input gathered from other Kramp stakeholders, which led to the creation of the final design and briefing for Q42 to start development. During development GriDD remained an active partner and provided Q42 and Kramp with UX support to tackle practical challenges and ensure an excellent user experience.

The end-result was a successful launch during Agritechnica 2019, the world’s leading trade fair for agricultural machinery.

Silver SpinAward & DIA nomination

Judgment of the SpinAwards 2020 jury

“The Kramp app is strong in its simplicity and targeted approach within a very specific market and target group. In doing so, they make successful use of object recognition, a bold and surprising approach for this application. Seeing the effect of object recognition during the demo has convinced us that using this technology is a smart choice. In short, a tightly executed and targeted application for a B2B E-commerce solution.”

Why is this project interesting for us?

This project gave us the opportunity to be leading in the creation of an innovative app using object recognition that focuses on a very specific step in the customer journey in close partnership with multiple organisations that are at the top of their field: Kramp, Defigners and Q42.

“GriDD has helped us with determining the strategy and design of the new Kramp app. The involvement of GriDD made it possible for us to develop a truly innovative app, that really made it easier for our customers to do their job. Especially the combination between strategic thinking and pragmatic solutions resulted in a very pleasant partnership. The app was very well received by both our organisation and our clients and that is in part thanks to GriDD.”

Inge Nahuis
Product Owner Kramp App

About Kramp

Kramp is one of the largest and fastest growing technical wholesalers in Europe. As a one-stop supplier of spare parts, technical services and business solutions, Kramp is a strategic partner for agricultural, landscaping and forestry companies, as well as for the earth-moving industry sector and OEM companies. With both products and added services Kramp makes a direct contribution to the efficiency and performance of agricultural businesses. Kramp. It’s that easy.

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Jeroen Grit

Managing partner

Jeroen Grit is managing partner and customer experience strategist at GriDD. His strength lies in formulating a fitting strategy and translate this into a great experience concept. Balancing the demands of the customer and organisation and their environment is one of his key qualities. Jeroen has a passion for deciphering complex matter and converting this matter into a clear direction for the creation of the experience.