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theodo experience

Framing a new B2B offer in six weeks

  • Carrefour
  • Product framing
  • MLP
  • 2025
Two designers in conversation in the studio

01.The brief

A strong commercial hunch, and no certainty about the product to build behind it.

02.The challenge

Rule out fast rather than draw fast

The point was not to draw fast, but to rule out fast the leads that did not hold. Six weeks to turn a hunch into a defensible scope, then four months to ship it.

We interviewed buyers directly, prototyped three concepts and dropped two of them in a week, to reach the end of the six weeks with a scope the team could defend.

Two designers in conversation in the studio
The whole Theodo Experience team together in the office

03.The product approach

Turn a commercial hunch into a scope you can defend.

The whole Theodo Experience team together in the office

Interviewing the buyers

Eighteen interviews in three weeks with buyers from the target, including those who had said no.

Rule out before drawing

Three concepts prototyped and put in front of the same buyers. Two were dropped in a week.

Our approach: a criterion to decide with, not an arbiter.

  • 001.

    An audience nobody had asked

    B2B buyers had never been asked directly, only through the sales force.

  • 002.

    A scope that kept growing

    Every meeting added a feature. We needed a criterion to decide with, not an arbiter.

  • 003.

    A team to leave self-sufficient

    The framing was worth nothing if the internal team could not then hold the roadmap alone.

04.The outcome

Four months to the first customer

A designer and a designer working side by side

Handing over

The roadmap and the components handed to the internal team, which shipped the next three releases without us.

05.Our impact

  • 6

    weeks between the first meeting and the agreed scope.

  • 4 months

    to the first customer served in production.

  • 3

    leads ruled out before costing a line of code.

« The team structured our product vision in six weeks and shipped an MVP in four months. »
Juliette FrimondCPO — Carrefour France

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