Goodman Fielder

The challenge

Luminary was engaged by Goodman Fielder with the intention of exploring their digital ecosystem and understanding how they could optimise their thriving business to be even more efficient for the multiple customers and stakeholders interacting with their brand. After a trip to New Zealand to facilitate workshops and interviews, Luminary's Strategy and UX teams gathered the multifaceted development needs for Goodman Fielder moving forward.

The project scope was initially only for the New Zealand side of the business, but soon the Australian arm recognised a need to enhance its digital function. Both regions had different business models, with New Zealand operating as a B2B, and the Australian Goodman Fielder operating both B2B and B2C. This fractured structure meant that the digital ecosystem had to service diverse customers, from supermarket shoppers to restaurant owners and foodservice operators.

What we did

Luminary’s discovery process involved interviews across departments, technical audits and in-depth analysis of business needs. Key priorities included identifying the different journeys of B2B, B2C and hybrid customers, mapping out their goals and pain points, and designing a structure that could flexibly serve them all.

The strategy team worked to build distinct user personas and journeys to guide design and functionality. A detailed requirements document was created, covering everything from infrastructure and marketing needs to customer experience goals. This included a collaborative prioritisation process that empowered Goodman Fielder stakeholders to shape the digital roadmap and ensure alignment across regions.

Luminary's solution architects played a pivotal role in translating insights into technical frameworks, creating journey maps and infrastructure recommendations tailored to Goodman Fielder’s operational nuances.

The proposed solutions needed to support both simplicity for everyday consumers and robust functionality for complex B2B requirements. The team presented a range of architectural options: a fully consolidated platform, a partially integrated setup, and a fully separate configuration, each accommodating the realities of internal structures and customer engagement models.

The results

As the initial works were presented to the New Zealand and Australian Goodman Fielder teams, the project scope expanded with the late inclusion of additional stakeholders who brought nuanced perspectives on potential platform strategies. Given Goodman Fielder's significant role in supplying food to major supermarkets, the project necessitated extensive consultation with foodservice operators, media agencies, and an external AWS hosting partner. 

Luminary swiftly adapted to the new scope, recognising the evolving complexity of the Goodman Fielder organisational landscape. The Luminary team conducted a comprehensive reassessment of stakeholder and customer needs and strategically explored re-platforming solutions that would provide optimal value and alignment.