Ownership Reimagined
Reframing stroller ownership for a new generation of families.
Families today expect more than products, they want flexibility, trust, and experiences that grow with them. Our team reimagined what “owning” a Bugaboo could mean by designing a future where strollers move through many hands, many journeys, and many memories.
This project proposes a service innovation strategy that transforms Bugaboo from a stroller manufacturer into a platform that supports families throughout the entire lifecycle of their stroller experience.
Client: Bugaboo (concept project)
Role: Strategic Designer
Skills: Design roadmapping, trend analysis, service innovation, scenario planning, value mapping
Impact Proof Point:
I used trend research, ecosystem mapping, and strategic foresight to design a service-oriented ownership model that helps Bugaboo support families across the full stroller lifecycle.
Overview
This project explores how Bugaboo can evolve its offering from a one-time purchase into a service-oriented ecosystem. We developed a long-term vision and roadmap grounded in trend research, user values, and strategic foresight.
The result is Ownership Reimagined: a system of trade-in, authentication, and community connection services that extend the value of a Bugaboo far beyond the initial purchase.
A future where Bugaboo supports every stage of family life, turning stroller journeys into carefree adventures for kids and grown-ups alike.
Challenge
Families navigate an expensive, emotionally charged, and increasingly fragmented stroller market. At the same time, the second-hand market is booming, creating both competition and opportunity for Bugaboo.
The challenge was to design a strategy that:
Retains customers even when they buy or sell second-hand
Builds trust through quality assurance
Supports more flexible ownership and sustainable consumption
Creates long-term relationships with families
Bugaboo needed a way to stay present across the entire stroller lifecycle, not only at the moment of purchase.
Approach
Our process combined trend foresight, roadmapping, and service ecosystem mapping to translate macro trends into actionable strategic directions.
Trend Research
We analysed trends across luxury, community, parenting, digital lifestyles, flexible ownership, and conscious spending, identifying how new generations perceive value and family life.
User & Market Insights
We examined:
How online customer journeys shape purchase decisions
How Gen Z and new parents define “quality”
The unmet needs of second-hand buyers and sellers
Bugaboo’s brand heritage and time-pacing patterns
Competitive pressure from other brands and second-hand platforms
Strategic & Tactical Roadmapping
We mapped the strategic evolution of Bugaboo across three horizons, outlining how new services could be introduced gradually without disrupting the core business.
Timeline of our trend research process, mapping how shifts in luxury, parenting, and digital lifestyles shape future family expectations.
Clustering emerging trends to identify behavioural shifts and new value drivers for modern families.
Concept: Ownership Reimagined
A long-term service strategy built on three pillars:
1. Trade-In (Horizon 1)
A service that allows existing customers to return their stroller and upgrade to a new or refurbished model.
This helps Bugaboo reclaim product value and compete with second-hand platforms, while giving customers a frictionless, trustworthy upgrade path.
2. Authentication (Horizon 2)
A service where any Bugaboo stroller, regardless of where it was purchased, can be authenticated for quality and originality.
This unlocks:
Extended warranty
a digital certificate in the app
access to Bugaboo-exclusive benefits
Authentication becomes the glue between first-hand and second-hand markets, strengthening loyalty.
3. Connected (Horizon 3)
A matchmaking service that connects families, enabling them to pass down strollers and share advice.
Bugaboo facilitates the meet-up and ensures the experience remains safe, high-quality, and personal, transforming resale from a transaction into a moment of community building.
Service innovation flow showing how trade-in, authentication, and connected services create value across the stroller lifecycle.
Outcome
The final strategy positions Bugaboo as a brand that supports families at every stage, not just at the moment of purchase.
Key outcomes include:
Strategic Roadmap outlining a 7-year transition from product-oriented to service-oriented business.
Tactical Roadmap detailing target groups, value creation, business model components, and service touchpoints.
Value maps & revenue models showing how Bugaboo can generate value through leasing, authentication, trade-ins, and community services.
Future vision that reframes every stroller journey as a carefree adventure.
A seven-year strategic roadmap outlining Bugaboo’s transition from product-focused offerings to a service-led ecosystem.
A detailed tactical roadmap defining target groups, value propositions, service components, and revenue opportunities.
Impact
Ownership Reimagined allows Bugaboo to:
Strengthen its relationship with families over time
Increase profitability from each product through circular flows
Build a loyal community connected through shared experiences
Reduce barriers to sustainable consumption
Differentiate from growing second-hand marketplaces
It shifts Bugaboo from selling strollers to orchestrating a lifelong ecosystem of family experiences.