Power-Up 'n'go
[ Role ]
Concept, Design & Strategy
[ Approach ]
Scrum, lean startup
[ Description ]
In collaboration with Carnation Breakfast Essentials, we validated a new product. The focus was on getting the product into consumers' hands quickly and gathering real insights to refine and scale it. Through early testing and direct consumer feedback, we identified key opportunities to optimize the product and its market fit. This fast, iterative approach shaped strategic decisions for a successful launch and future growth.
[ Client ]
Carnation Breakfast Essentials US
[ Year ]
12 weeks projects. 2023
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At a glance
Carnation Breakfast Essentials wanted to launch a new product different from their usual offerings, so they came to us for help. The goal was to find the right market fit, including the best consumption occasion, key benefits (protein, calories, low sugar), and price point. We used data-driven design and testing to ensure the product's messaging resonated and reduced the risk of failure.
Challenges
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Right Occasion – Identifying when and why consumers would choose the product.
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Core Proposition – Understanding the main driver of the proposition.
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Price Point – Identifying price strategy.
Outcomes
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Data-Driven Design – Created social media ads, landing pages, newsletters, and in-store ads based on experiment insights.
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Strategic Iteration – Used A/B/C/D testing insights to refine visuals, messaging, and user experience for maximum conversion.
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Full-Funnel Approach – Designed assets to guide consumers from awareness to purchase, optimizing each touchpoint.
Contribution
I led the design strategy, creating and refining assets based on A/B/C/D testing insights. I facilitated ideation sessions and worked closely with brand managers, Innovation managers, Growth hackers, developers, and regulatory teams to ensure business alignment and compliance with industry guidelines.
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Impact
What did we achieve?
+1.500.000 views
To try the beta product.
Reduced risk
Helped find the right price point, consumer preferences, and market fit.
New recipe
Based on flavor feedback from consumers, ensuring better taste and overall satisfaction.
The process


Testing & Iterating
To refine the product and ensure it aligned with customer needs, we conducted multiple tests:
Online Shop Test: Compare sales data against similar products from the same brand and competitors to understand consumer choices.
In-Store Shop Test: Analyzed customer engagement, emplacement, and product selection in a physical supermarket environment.
Sensorial Testing: Focused on customers’ sensory experiences—how the product felt, smelled, and tasted.
Customer Interviews: We interviewed buyers to dive deeper into their motivations and how the product met (or didn’t meet) their expectations.
We received especially positive feedback from parents of picky eaters, who expressed concern about their kids' nutrition. The product's taste and nutritional balance helped address these concerns, as parents found that their children were more likely to eat it willingly.
*Feasibility & Viability analyses were run at the same time.

The Discovery phase
We kicked off by identifying and mapping key assumptions and identifying pains, gains and, JTBD. We gather insights through:
Surveys: Collected quantitative data to validate consumer needs and pain points.
Literature Reviews: Analyzed existing studies to uncover trends in nutrition, convenience, and family behavior.
Interviews: Engaged with target customers to gather. qualitative insights on their routines and challenges.
Key Insight:
We discovered that the “morning on the go” was the primary consumption moment, emphasizing the need for shelf-stable, nutritious, and quick products.
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Target Audience & Market Fit
Kids were the end-users, but parents (especially mothers) played the crucial role as decision-makers.
We ensured all the designs and the product met the core priorities of parents: ease of use, and nutritional values for a strong market fit and key problem.
During the product discovery phase, we adapted the concept to the current brand guidelines. We iterated on the designs based on learnings from each experiment to continue learning from our target audience.
Working closely with the Growth Hackers, we created 3 full funnel conversions with Ads, landing pages, and conjoint analysis.
Conclusion
Using data-driven design and the lean startup methodology, we were able to move quickly and refine the product through constant feedback loops. By testing and iterating with real customer insights, we helped the client innovate their portfolio and create a product that really clicked with the target audience. We gathered quick feedback to make smarter decisions and get the right product out faster.


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