A new line of microbiome-powered connected products to reinvent Baby Care.
The Challenge
One of the world’s largest baby care brands realized the future of the category is ripe for disruption and wanted to redefine the category to maintain their leadership position. They had a vision for the nursery of the future and a wealth of microbiome research to support the development of a line of products enabling truly holistic care, and needed to quickly validate what consumers are interested in and what the digital app experience would be.
The Approach
As part of a series of lean growth sprints to design the business model, pitch, and develop a minimum viable product I led an embedded team—combining R&D, brand, and strategy—to create a brand and product to quickly validate our critical assumptions around products, benefits, and digital experiences. Using a mixture of existing insights for unmet needs and primary research, I directed the creation of the value proposition, brand positioning, and how each product was connected in a digital app. This included multiple co-creation sessions and focus groups with consumers to test and vet product line-up and the integration of digital experiences.
The Outcome
Consumer-vetted digital experience for a microbiome-powered diagnostic and minimum viable product line-up of creams, wipes, and a smart wipes dispenser.
Product Development, Lean Growth Coaching, Consumer Research, Brand Creation, PA Consulting for a global consumer goods company