Innovation and Project Management
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Breakfast Category Products
Project Type
Innovation in the Food Category
Year(s)
2021-2022
Location
Peru
Role
Business Designer
My role within the core team involved several activities such as: market research, pricing analysis, user research, crafting of user insights and opportunity areas, ideation, concept design, and crafting of presentations to senior stakeholders.
I was the direct responsible for designing the initial business cases for each of the opportunity areas identified and for the final concepts that were selected.
Key Learning
While selecting ideas is important to give the same level of importance to desirability, feasibility and viability criterias. There must be a balance between these dimensions to complement user and business needs and reduce the possibility that personal biases get involved in the decision making process. Try to involve experts from each dimension in the discussions from day one.
This 5-month strategic innovation project was focused in exploring user needs within the breakfast products category and the development of concepts for further innovations within the biggest FMCG company in Peru.
The project was commisioned by the Marketing VP and worked in collaboration with the Powdered Drink category team. The project challange was "How might we help Peruvians during breakfast?"
The first stage of the project involved a qualitative research with 30 users to gain a deep understanding of their needs and the further crafting of insights and opportunities that would become the baseground for ideation. Market research activities were also performed to assess the potential market value and identify the market offer. At the end of this stage five opportunity areas were identified.
Three of the five opportunity areas were selected for the ideation stage which followed a divergence-convergence approach for concept creation. Several on-site and online ideation workshops were performed by the project team alongside technical and marketing experts. At the end of this stage, three concepts were designed and their desirability tested via direct user feedback.
Finally, two of the three concepts were selected for viability evaluation which involved further market research (TAM & SAM), benchmarking, and pricing analysis.
The final report of the project was used as an input for the strategic planning of one of the biggest brands in the company.
