Connected Packaging Design
Boosting customer engagement through enhanced omnichannel experiences that instantly link customers to product details that matter most.
ROLE
Researcher & UX Designer at MCD Partners
TIME
2 months (2023)
PLATFORM
Mobile Web Browser
INDUSTRY
Consumer Goods
TOOLS
Figma, Miro
AREAS OF FOCUS
Competitive Field Research, Secondary Research, Information Architecture
Overview
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Tom Simpson - UX Director
Kimberly Duong - Associate Design Director
Hannah Murphy - Senior Producer
In collaboration with Nestle, I implemented an initiative to evolve the digital experience customers would have while seeking popular product information by scanning a food/beverage product’s QR code with a mobile device.
Through ample research and analysis of competitors' packaging experiences, I provided valuable insights and recommendations to help Nestlé achieve its goals of increasing online engagement with customers, cultivating brand loyalty, and growing its consumer base.
Research Objectives & Methodology
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Challenge: Identify market and usability gaps to design the most valuable user experience for Nestlé customers
Method(s):
Conduct field research at grocery stores to analyze competitors' packaging strategies
Document QR code placement, associated calls-to-action (CTAs), and the user experience when scanned
Business Goal(s):
Increase brand loyalty by providing equal/greater value than competitors and better connect with customers
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Challenge: With minimal consumer data, identify likely scenarios wherein consumers would scan packaging QR codes
Method(s):
Conduct secondary research and summarize findings to develop provisional personas
Establish best practices for QR code placement, design, and associated CTAs
Business Goal(s):
Increase customer engagement with Nestlé brand websites
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Challenge: Communicate the severity of multiple alerts on a page to inform the user how best to take action
Method(s):
Create wireframes with sets of language and user flow alternatives applicable to Nestlé’s diverse range of F&B brand categories
Business Goal(s): Grow Nestlé’s customer base and cultivate brand loyalty by providing familiarity, reliability, and easy access to product details
More details about this work are restricted under an NDA.
If you would like to learn more about my experience designing for consumer goods, feel free to contact me.