Project type: Service Design
Sector: Retail | Wellness
Year: 2026
Club
Mercadona Prime
The challenge
The project started from an innovation opportunity previously identified together with Mercadona, which at this stage needed to be turned into a concrete, viable, and relevant service proposal for its users. The exploration began by delving into the Silver Economy and how the progressive aging of the population and increased life expectancy are transforming the way this stage of life is understood and lived.
A new generation that doesn't just want to live longer, but to live better and keep their independence for longer.
In this context, concepts such as active aging focus on people who seek to maintain their autonomy and well-being throughout the life course. The challenge was to understand how Mercadona could respond to these new needs from within its own ecosystem, identifying opportunities to support the well-being of people aged 45+ in a way that is close, relevant, and integrated into their daily lives.
The process
The development process started with a broad exploration of active longevity and well-being, which gradually took shape through fieldwork with users. Qualitative research was key to understanding how people perceived care, which actors they recognized as allies in their well-being, and how they made decisions when faced with the different options available on the market.
Through different research and synthesis methodologies, we tested our initial hypotheses and sharpened the project's focus. Working with users allowed us to turn an initially broad and abstract topic into concrete findings about needs, motivations, and behaviors, which shaped the main criteria for developing the service proposal for Mercadona.
The result
The research identified two key principles for the proposal: well-being had to be integrated simply into daily routine, through easy-to-adopt actions aimed at maintaining future independence; and it had to include a social dimension, recognizing the value of sharing experiences with people of the same generation.
Based on these findings, the ideation process shaped a phygital ecosystem that combines an in-store physical experience with new features within the Mercadona app. The proposal brings together product recommendations, content, and wellness activities from a perspective focused on enjoyment, support, and building habits that last over time.
The proposal was selected as a featured project of the Postgraduate Program.