Stern-Wywiol Gruppe
Food & Beverage, Corporate Startup, for-profit
Create a new product, brand and eCommerce business for a functional food product from scratch.
Identifying an addressable market niche and bringing an eCommerce infrastructure to it, crafting an attractive brand and gaining traction in a saturated market environment.
Lead Project Manager with strategic and operational responsibilities in user research, product development, brand strategy, marketing and eCommerce infrastructure as well as team building.
Design Thinking phases: Understand, Explore, Materialise
2018-2020
User story: what is the job users seek to accomplish?
Users seek control over ingredients and taste of beverages as situations and preferences change, e.g. at home vs. away.
- Easy and convenient energy intake
- Control over nutritional balance
- Source to get plant-based proteins
- Substitute non-dairy milks
- Packaging waste
- No control over ingredients
- No control over nutritional value
- Once opened, product expires quickly
Users face a convenience dilemma to get the job done: either ready-to-drink at the cost of packaging waste or diy drinks at the cost of time.
Insights and personas drawn from an ethnographic field study with 14 participants, their food diaries and store observations.
Persona workshop in collaboration with Barbara Blenski (innoshot.com)
Mainly associated with the lifestyle of health and sustainability.
Between 25 and 45
Plant-based, local and ethically responsible consumption
Reduce carbon foodprint, increase animal welfare, healthy food for the family.
Creating the desired experience for our personas
Organic plant-based drinking powders that can be mixed with water and portioned as well as sweetened as users prefer.
The user stays in control and reduces the packaging and food waste as the powder stays fresh for months.
Ideation workshop in collaboration with Barbara Blenski (innoshot.com)
50% like the concept and would buy the product when the price is okay.
50% would use the product and 50% wouldn’t use it as they find drinking powders to be unnatural.
Organic, no artificial ingredients, whole and healthy, natural taste, sustainable and self portionable, nice design
- As milk substitute for muesli, shakes and smoothies
- Use as flour substitute for plant-based baking
- When out of home and without refrigerator
68% preferred a product positioning as plant drinks in a humanised packaging design
We surveyed 400 participants from the target audience via app-based real-time research with Appinio.
A more functional design showing ingredients and suiting colours.
The Kate & Carl plant drink powders ready to market viably & feasibly
Animated characters tell the product lifestyle story across digital touchpoints.
Brand and packaging design in collaboration with Bureau Elias Sturm
Webshop design and development in collaborartion with herrlich media
Social design in collaboration with Valerie Voss Contreras
Photos: Til Wagner, Unsplash
Selected work
Uni Bremen Web AppUX Concept and Design
COOK HOUSE Web AppResearch, UX & UI Design
Kate & Carl - food ecommerceUser Research & Business Design