Thoughtfull Design for Frucor / Suntory

An innovation project to help juice re-define it's job.

A combination of multiple competitors and rising public concerns about sugars in foods and drinks means that juice needs to re think the job it performs.

We met users, observed them in-context to deeper understand the job juice currently plays, used to play and might play in their lives. We developed near term and future concepts for user groups which moved the product from traditional product on shelves to new products, systems and experiences.

- Exemplars and Competitor Research
- In-context User Research
- Developing User Types
- Experience Mapping
- Defining Opportunity Spaces
- Desirability Drivers
- Concept Generation
- Concept Testing

Instore visits, mapping the market, in-context interview

Crops from experience illustrations