Challenge & Selection:    As a  brand development manager in an FMCG company, one of my duty is to assess the actual  situation of the brands I am managing and improve the sales of our portfolio. In our home care  category, the penetration rate of many player was very high, and especially in the dish washing  category. In the product life cycle, we reached a maturity level where a new added value was  needed in order for us to gain more market share. In this phase, we conducted a lot of research  to see the consumers needs, and what can be done in order to improve the product experience.    Application:    Following an ethnographic research, we came up with a lot of ideas, that we believed that they  will make a breakthrough in the market. Following the “What is” and “What if” stages, we  selected ideas, and in order to be sure about them, we wanted to make the Learning Launch  design tool to be sure about them. We have selected a special design for our packaging that will  make the consumer enjoy how they will use our product.    The main idea, was to create a bottom up bottle, so the consumer can use all the liquid inside  the product.    Since we also produce conditioner products, we use the same bottle, and filled it with our  detergent, and used 50 people, which we considered our champions, and asked them to use it  and we got their detailed feedback through one to one interview, and also assessed the value  we are offering, in addition to their feedback if they are willing to use this new bottle shape.    As we know, the prototype should be cheap, and the process needs to be fast, thus to be as  effective and efficient as we can, and confirm the date to proceed with the development, or  disconfirm the data, and see if we pivot our idea or we drop it.    In addition to the new bottle shape, we also asked them their feedback regarding the  performance of our product, and if they see it as premium product versus the available  products in the market.      Insight and Approach:    In fact, after assessing the learning launching design tool, we had an important and valuable  feedback to consider in our new development, and also we got a confirmation regarding our  recommended idea, which led us to proceed with scaling it and make the improvement tangible  for our consumers, thus to reach our initial objective by relaunching a new product packaging  concept, and helped us to resolve the main problem we assessed at the beginning.


Challenge & Selection : As a brand development manager in an FMCG company , one of my duty is to assess the actual situation of the brands I am managing and improve the sales of our portfolio . In our home care category , the penetration rate of many player was very high , and especially in the dish washing category . In the product life cycle , we reached a maturity level where a new added value was needed in order for us to gain more market share . In this phase , we conducted a lot of research to see the consumers needs , and what can be done in order to improve the product experience . Application : Following an ethnographic research , we came up with a lot of ideas , that we believed that they will make a breakthrough in the market . Following the “ What is ” and “ What if ” stages , we selected ideas , and in order to be sure about them , we wanted to make the Learning Launch design tool to be sure about them . We have selected a special design for our packaging that will make the consumer enjoy how they will use our product . The main idea , was to create a bottom up bottle , so the consumer can use all the liquid inside the product . Since we also produce conditioner products , we use the same bottle , and filled it with our detergent , and used 50 people , which we considered our champions , and asked them to use it and we got their detailed feedback through one to one interview , and also assessed the value we are offering , in addition to their feedback if they are willing to use this new bottle shape . As we know , the prototype should be cheap , and the process needs to be fast , thus to be as effective and efficient as we can , and confirm the date to proceed with the development , or disconfirm the data , and see if we pivot our idea or we drop it . In addition to the new bottle shape , we also asked them their feedback regarding the performance of our product , and if they see it as premium product versus the available products in the market . Insight and Approach : In fact , after assessing the learning launching design tool , we had an important and valuable feedback to consider in our new development , and also we got a confirmation regarding our recommended idea , which led us to proceed with scaling it and make the improvement tangible for our consumers , thus to reach our initial objective by relaunching a new product packaging concept , and helped us to resolve the main problem we assessed at the beginning .