Presenting The Morning Report

Dashboard app for Rema 1000

User experience • Interaction design • Prototyping •  Reseach and testin



Rema 1000 is one of Scandinavias biggest super market franchises, with almost 700 stores in Norway, Denmark and Sweden. Every store is managed by an independent grocer. They are responisble for everything in the store, and have a busy job handling employees and delegating tasks.

Rema 1000 asked Railway to develop a product that would help grocers manage their stores, and focus on improving sales. In 3 weeks a small team from Railway was to research, prototype and present a new product that would make life easier for grocers.

We visited grocers through out the process to learn about their job and test our product

We visited grocers through out the process to learn about their job and test our product



At Railway we call these kinds of projects Experiments. We put together a small team; usually a designer, a developer, a strategist and a process manager. They start with writing a hypothesis for achieving the desired result, and in 3 to 4 weeks builds a prototype to test the hypothesis.

We got to know Rema 1000 well in the creative workshop with their sales team.

We got to know Rema 1000 well in the creative workshop with their sales team.



We learned that grocers lead busy lifes. A grocer is in charge of everything in the store; from managing the budget, to hiring and firing employees, to cleaning and stacking. We learned that this all depends on knowing what’s going on in your store.

Most grocers do this pretty easily. They walk the store the whole day and see what’s going on, and talk to employees to know how the work is going. It’s the more in depth insights they struggle with.


We saw that they where constantly bombarded with emails from headquarters. And that they didn’t have time to use the statistics and analytics tools provided. Most of their decisions where based on hard earned experience and hunches. 

How could we help the grocers to use the rich data Rema 1000 collected about the stores and the customers?

We looked for ways that our product could be a natural part of the grocers day. And we found that every grocer we talked to started their day with checking the budget on their phone. We observed that they only relied on key numbers to know how the store was doing.

This lead us to the hyphotesis that relevant info leads to relevant action.


Ideation and sketching

After gathering the data from our research we had a map of the needs, actions and motivations of grocers. We put it all together in a timeline of their day. After branstorming a room full of post-it’s we decided to take one idea further. We called it The Morning Report. 

The premise was this: A digital assistant that gave you short highlights from the day before, and the things to focus on today.


We sketched out different interaction models for the assistant. But settled on the idea of an app with simple info-cards, since the grocers already had a routine of checking their phone in the morning.

After a couple of days we had a simple protoype we could show to a select group of grocers to check that we where on the right course.


We were on the right course, but the info in our cards where way off. And it turns out that every grocer look different numbers when getting an overview.

We decided to design a framework for making an infinite number of cards. That way we could quickly make new cards in collaboration with grocers, and they could select the ones they wanted to see.


Each card contained a key datapoint, with a visual for context. When you open the card you see a drill down of more detailed numbers. If everything was as it should be, the grocers would swipe past the card. But if something didn’t seems right, the grocers could open the card to look for the problem.


After swiping through the cards, three action buttons was revealed. Make a to-do list, send a message to employees, and take notes for this report.

These ideas was based on feedback from the grocers who wanted a quick shortcuts to the tools they used the most.


We also designed a version of the app for TV, so the grocers could display key numbers in the backroom for employees. This was something all the grocers loved the idea of.



While designing and prototyping the app we tested it continusly on grocers. This gave us valid feedback and made us focus on solving the underlying problem. At the end of the 3 weeks we had a high end prototype without real data. 


While testing the protoype we filmed the reactions of the grocers. We used this in the presentation video. The video was an important part of the project because it made it possible for everyone at Rema 1000 to get a feeling for the project. Together with the protoype, the video went viral inside Rema 1000 headquarters and created a lot of motivation and pride.

In 3 weeks we had created a hypothesis, and tested it in a very small uncontrolled experiment. We recieved positive results, so we will continue to refine and iterate the concept.

We gained a lot of understanding for the daily life of Rema 1000 grocers, and will continue to work closely with them. Rema 1000 headquarters also gained a lot of knowledge of their grocers, and now talks of the importance of user centered design.

Have a wonderfull day, and enjoy your coffee!