Digital Transformation at Royal FloraHolland


We helped the world’s oldest and largest floriculture cooperative get ready for digital.


Client Need
Royal FloraHolland (RFH) worldwide market leader in the floriculture industry faces the challenge and direct need to shift to digital. This traditional market gets disrupted by new technological possibilities and new competition stepping in from different sides. That’s why RFH is developing Floriday: The digital platform that connects growers with customers and service providers and brings all supply and demand together. RFH asked us to help create a user-centric product that embodies this vision and ready their organization for their digital future.

Our Idea
Organizations that want to transform their business to digital need to be prepared to keep up with and adjust to the ever-changing digital market and user needs. In close collaboration with McKinsey, we took on this challenge within the RFH organization and put a user-centered approach in place and implemented a strong design framework by using a truly iterative service design process. We concretized the digital strategy, created the Floriday logo and brand style guide, defined UX standards and facilitated the official launch of the platform.

The Result
We created a culture of service innovation through extensive user research and introduced an integrated Design Thinking-based way of working revolving around user journeys. Clear roadmaps helped getting priorities straight and defined the Minimal Viable Product (MVP) for the go to market. In parallel, we did extensive research in Kenya and Turkey to investigate and prepare RFH for the development and support of completely new trade lanes. In short: we helped the world’s oldest and largest floriculture cooperative get ready for whatever the market challenges them to do and kick-started their growth towards a multi-billion digital ecosystem.

Growing opportunities together.