Learning Launch (Module 4)

Challenge & Selection

I am an P&D researcher in a company that manufactures face cosmetics. Our challenge is to  create a more practical and innovative packaging to increase sales and decrease customer  complaints that we are receiving. The scope of the project includes some P&D employees,  marketing, customer satisfaction employees, a cosmetologist, a materials engineer and quality  analysts. The project time must be 25 days and the team's employees will dedicate themselves  exclusively to it. As we work in a multinational company, we do not have a spending ceiling for  the project itself, but the result cannot be very expensive packaging. We will focus on the  customer's pain and try to discover a new packaging model that is innovative and pleases the  public. The learning launch is the launch of a version of the product for customers to  experience the solution while we confirm that our idea was good, and all of this must be done  quickly. And we chose this method, because we need to test the ideas we have and the  prototypes fast. And with this method we will know what is best for the public and thus we will  be able to increase our sales.

Application

I started by creating a mind map to establish the step by step and the order of what we would  do. We first observed our negative feedbacks about our latest cosmetic packaging, which was  in the “medicine droppers” style. Reading about the pains of the customers, we found that  they were dissatisfied, because when opening the cosmetic, it was exposed to the air, and that  gave a feeling of spoiling the product. The droppers are made of glass and many people ended  up bumping the dosing glass on the lid and breaking it.

After that, we started making hypotheses for new packaging models, and the most diverse  ideas of the team members began to emerge. After this "what if", we gathered the best ideas  and talked to 2 packaging specialists to expand our knowledge and not risk having a drop in  the quality of the cosmetic and its validity. Then we moved to the “what wows” phase and  developed 2 possible prototypes. One is a “airtight pumps” style packaging made of glass,  where you do not need to open the packaging to remove the product, just press the lid on top.  And the other packaging made in the style "plastic bottles", where the packaging is plastic and  also with pump.

Now we had a question and the last phase of testing, customers would prefer the plastic  packaging (with greater product capacity than the glass) or would prefer the glass, which was  made more resistant and in a single piece (being more difficult to break), but with a shorter  shelf life. So to conclude we needed to test our 2 prototypes quickly.

So at our store in the city center we had a 1-day event, where consumers could go and try the  2 prototypes in real packaging, and when they answered our opinion form telling us which  packaging they preferred, they took a smaller sample of the product home for free. After  advertising on our social networks, our test day was able to gather survey forms from 450  consumers. So the learning launch was applied effectively, as we confirmed our ideas with  market research and managed to decide the most pleasant packaging that would be produced,

and in this case it was the glass packaging. In the meantime, our customers experienced the  two possible solutions personally.

Insight & Approach

The insight I learned from conducting this experiment was that it is important to understand  the customer’s opinion and use it to improve our product. Our only concern was customer  satisfaction and this method was great for us to have a sincere and creative feedback from  them. I also learned that a diverse group is important, as each person had a great idea and we  were able to combine this with the opinion of experts on the subject instead of spending hours  and hours researching data. It was very important, because we had a real experience of the  subject and direct contact with our customers.

These insights were important, but next time I might do the immersion with the customer  differently, I would like a prototype test event to reach more customers in the most diverse  locations, so I would also plan online events with broadcast worldwide .


Learning Launch ( Module 4 ) Challenge & Selection I am an P&D researcher in a company that manufactures face cosmetics . Our challenge is to create a more practical and innovative packaging to increase sales and decrease customer complaints that we are receiving . The scope of the project includes some P&D employees , marketing , customer satisfaction employees , a cosmetologist , a materials engineer and quality analysts . The project time must be 25 days and the team 's employees will dedicate themselves exclusively to it . As we work in a multinational company , we do not have a spending ceiling for the project itself , but the result can not be very expensive packaging . We will focus on the customer 's pain and try to discover a new packaging model that is innovative and pleases the public . The learning launch is the launch of a version of the product for customers to experience the solution while we confirm that our idea was good , and all of this must be done quickly . And we chose this method , because we need to test the ideas we have and the prototypes fast . And with this method we will know what is best for the public and thus we will be able to increase our sales . Application I started by creating a mind map to establish the step by step and the order of what we would do . We first observed our negative feedbacks about our latest cosmetic packaging , which was in the “ medicine droppers ” style . Reading about the pains of the customers , we found that they were dissatisfied , because when opening the cosmetic , it was exposed to the air , and that gave a feeling of spoiling the product . The droppers are made of glass and many people ended up bumping the dosing glass on the lid and breaking it . After that , we started making hypotheses for new packaging models , and the most diverse ideas of the team members began to emerge . After this " what if " , we gathered the best ideas and talked to 2 packaging specialists to expand our knowledge and not risk having a drop in the quality of the cosmetic and its validity . Then we moved to the “ what wows ” phase and developed 2 possible prototypes . One is a “ airtight pumps ” style packaging made of glass , where you do not need to open the packaging to remove the product , just press the lid on top . And the other packaging made in the style " plastic bottles " , where the packaging is plastic and also with pump . Now we had a question and the last phase of testing , customers would prefer the plastic packaging ( with greater product capacity than the glass ) or would prefer the glass , which was made more resistant and in a single piece ( being more difficult to break ) , but with a shorter shelf life . So to conclude we needed to test our 2 prototypes quickly . So at our store in the city center we had a 1 - day event , where consumers could go and try the 2 prototypes in real packaging , and when they answered our opinion form telling us which packaging they preferred , they took a smaller sample of the product home for free . After advertising on our social networks , our test day was able to gather survey forms from 450 consumers . So the learning launch was applied effectively , as we confirmed our ideas with market research and managed to decide the most pleasant packaging that would be produced , and in this case it was the glass packaging . In the meantime , our customers experienced the two possible solutions personally . Insight & Approach The insight I learned from conducting this experiment was that it is important to understand the customer ’s opinion and use it to improve our product . Our only concern was customer satisfaction and this method was great for us to have a sincere and creative feedback from them . I also learned that a diverse group is important , as each person had a great idea and we were able to combine this with the opinion of experts on the subject instead of spending hours and hours researching data . It was very important , because we had a real experience of the subject and direct contact with our customers . These insights were important , but next time I might do the immersion with the customer differently , I would like a prototype test event to reach more customers in the most diverse locations , so I would also plan online events with broadcast worldwide .