We identified focus topics by trend research, market and asset screening as well as through expert interviews.

I coordinated interviews and synthesized the insights with the team.

I created idea scribbles and conducted interviews with our target group to identify two to three top ideas.

We visited playgrounds and retirement homes in teams of two to talk to our target groups and identify their needs and pains.

For our top five ideas I designed landing pages and implemented them in Webflow. I created Facebook Ads for all ideas. At this point we cut it down to two target groups that we wanted to reach – parents of small children and double income households with busy lifestyles.

We compared landing page performances against each other to validate our business model assumptions.

To do that I created a simple funnel each that would give us the possibility to compare all ideas.

After validating all ideas through landing page tests, lead ad testings, cold calls for the B2B cases and further qualitative interviews we focused on pushing one idea to the MVP stage.

I designed the landing page and implemented the iterated idea in Webflow.

We decided to test the most promising idea in the office and created a small POS-like corner. The results were meant to prove assumptions in our business case.

I created all the packaging, from the bags to recipe designs. All marketing materials connected to this POS were created by me, including logo signs, posters and flyer that we hang out. I shot the recipes in a test cooking session and watched how our colleagues behaved in front of the fridges to interview them after picking a bag.