AHOLD
A digital twist on traditional hiring
The challenge
Ahold, the Dutch international retailer, wanted to improve the experience of their recruitment sessions, branded as Reshaping Retail. Up until then, the sessions used traditional paper-based quizzes that teams filled out together — a static and outdated approach. The goal was to modernize and energize the format, making it more interactive and engaging for participants.
My role
I was responsible for the concept, UX, and UI design of the interactive quiz experience. This included co-developing the gameplay mechanics, designing the flow, and creating a fully branded, gamified interface that adhered to Ahold’s visual guidelines. I also implemented smart interaction patterns to support both users and moderators.
The approach
We kicked off the project with workshops and brainstorming sessions to explore different formats. The final concept was a multi-player quiz app where each team member answered questions simultaneously on an iPad. After answering individually, a results screen showed the team's spread of answers, prompting discussion before submitting a final team decision.
We used multitouch technology (yes, this was long time ago and that was new by then) to track team responses and added a hidden gesture at the end of each session to reset the app for the next group, a lightweight solution for moderators without a separate admin interface. The design balanced a clean, branded look with a dynamic, game-like feel to keep participants engaged.
Outcome and impact
The new quiz experience transformed a dull recruitment exercise into a fun, collaborative challenge.
The app was successfully used in multiple Ahold in-house events, helping the company stand out to potential hires while showcasing innovation and teamwork. The game mechanics encouraged discussion, reflection, and consensus, exactly the kind of behavior Ahold wanted to foster in their future talent.