The Project

The bridge between the giant and innovators

The project consists of a platform that connects companies, startups, and scientists to innovation challenges proposed by BRF. At the end of each cycle, which includes mentoring, pitch days, and bootcamps, the selected participants become partners with the food giant in a pilot project to implement the solution. BRF's structure combined with the pioneering spirit of innovators to drive transformation, and the hub is the meeting point.

The Challenge

Actors who don't speak the same language

At the beginning of the project, we already knew that the biggest challenge would be communicating the most appropriate attributes of BRF's gigantic size to each of the stakeholders. For a scientist, for example, the biggest differentiator lies in laboratory infrastructure and experimental capacity, while for a startup, the key is the ability to test its solution at scale. For an established company, on the other hand, the most exciting thing is the prospect of eventually becoming a supplier to a giant. How do we create a product that serves as a gravitational pull for such diverse stakeholders? From a practical standpoint, the challenge was to create an architecture that supports the acceleration program, from partner registration and selection to solution implementation, always aiming for a streamlined application process to enable a rich and up-to-date partner database.

The Process

Identifying the intersection point to fuel innovation

Throughout the discovery process, we spoke with small and medium-sized entrepreneurs, as well as academics and BRF stakeholders, to understand the best way to connect them through the Hub. Through the development of personas, we observed that interests and concerns varied greatly depending on the profile, so we strived to understand and meet the needs of each type of potential partner. Another interesting aspect of the BRF Hub process was the constant exchange we had with the branding agency responsible for developing the brand. Because the product and identity creation processes were concurrent, there was a very positive collaboration in developing the design language.

The Solution

Conversational design, the key to simplicity and personalization

The acceleration program was structured with two drivers: agents and challenges. In the first driver, we realized that scientists and startups approach the product with very different expectations, and it would be impossible to offer everyone the same, unified experience. Therefore, we created a conversational tunnel that offers benefits and requests information based on each persona's needs and profile. At the end of this process, the platform displays the second driver, which consists of different challenge options, such as Alternative Proteins, Shelf Life, Sustainable Packaging, Ozone Decontamination, and others.

By combining conversational design with an architecture that organizes innovation challenges by area to encourage partner matching, we ensure a constant flow of change agents and help BRF in its mission to fuel innovation.

Results

Recognition measured by Awards

Ignite Awards 2020: BRF recognized as a global collaborator between the public and private sectors worldwide for its partnership with startups in Sweden.

Grow+Innovation Awards 2020: BRF wins in the Corporate category for open innovation.

Grow+ Ranking of the top 100 open corps 2020: BRF takes 2nd place in the food category and ranks 13th in the global ranking coordinated by 100 open startups.