Overview

In 2019, we organized the second edition of Rethink, a large-scale co-creation event focused on digital transformation. This edition was designed to connect traditional industries with the needs and expectations of digital-first customers, enabling participating companies to collaborate with young talent and rapidly prototype new user-centric solutions.

The Challenge

As industries across banking, fashion, and food production face increasing pressure to digitize, the challenge remains: How do you design digital experiences that actually meet user expectations and create long-term customer loyalty?

While many companies are investing in digital tools, few are including customers in the process—and as a result, digital strategies often fall short. The challenge for Rethink 2019 was to change that: to bring companies and users together in a structured, collaborative setting to co-create solutions that reflect real needs and behaviors.

Our Approach

Rethink 2019 was structured as a three-day business challenge sprint, where teams of participants worked directly with real companies on curated challenges tied to the theme of The Future of Digital Customer Experience.

Each participating company brought a specific challenge:

• Ohridska Banka Societe Generale: How can we use Big Data & AI to build better financial habits in younger users?
  
  
• Magnetik: How can fashion retailers use digital tools to better understand and engage customers?
  
  
• Dona (Vitaminka Group): How can traditional food brands modernize digital engagement and build brand loyalty online?
  
  

Participants were guided through an end-to-end innovation sprint, starting with problem mapping and research, then moving into ideation, prototyping, and user testing. Each team presented their final concepts in front of a jury, and three winning solutions were selected for further development and mentorship.

Outcomes

• Ohridska Banka – Team LEA
  Developed a functional data analysis system for predicting customer behavior, alongside a chatbot interface to improve the user experience on the bank’s website and mobile app.
  
  
• Magnetik – Team M1
  Designed a mobile app and revamped loyalty program to collect customer data and reward brand engagement across both online and offline touchpoints.
  
  
• Dona – Team Bakini Deca
  Created a nostalgia-driven digital campaign for Bakina Ajvar, featuring a recognizable brand ambassador and user-generated content in the form of shared family recipes and giveaways.
  
  

Beyond the prototypes, the event delivered real impact:

• Brought together traditional companies and emerging talent in a shared innovation environment
  
  
• Helped participating businesses gain new insight into customer behaviors and expectations
  
  
• Produced market-validated concepts ready for testing and rollout

‍