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Provital

[ Role ]

Concept, Design & Strategy

[ Approach ]

Scrum, lean startup

[ Description ]

In collaboration with R&D Nestlé Health Sciences US, we explored the potential target audience, consumption occasions, and value proposition for a high-protein, low-volume technology. With no product yet in place, we focused on understanding consumer needs and testing desirability through research and early concept validation. This iterative approach provided key insights to shape the technology’s market fit and future development strategy.

[ Client ]

Nestle Health Science U.S.

[ Year ]

16 weeks projects. 2023

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In a glance

The goal was to identify the right target audience, consumption occasion, and value proposition for a new high-protein, low-volume technology. By testing desirability and market fit early, we aimed to uncover key insights that would guide future product development and positioning.

Challenges

  • No existing product. Without a tangible product, we had to rely on concept testing and consumer research to validate desirability and market fit.
     

  • Articulating a clear value proposition was key to ensuring strong positioning in the marke

Outcomes
 

  • Data-driven Design: tested three distinct value propositions, each tailored through research and consumer insights.

  • Experiment-based Design – Created and tested multiple packaging concepts and messaging variations using A/B/C/D testing to refine the positioning.

  • Developed landing pages, ensuring a seamless digital experience to validate consumer interest and engagement.

Contribution

I led the design efforts, collaborating with the project manager and marketing team to conduct research and create ads, product designs, and landing pages. I also facilitated in-person workshops to co-create with the client, ensuring a user-centered and impactful design strategy.

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Impact

What did we achieve?

Strong market acceptance.  

Reduced risk of product failure

Validated product, messaging, occasion.

The process

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Problem exploration

We conducted research through surveys, interviews, and literature review to identify key insights. Using the data, we mapped pains, gains, and jobs-to-be-done (JTBD) in a mind map, creating detailed personas.

We aligned the primary learnings and defined a plan for additional qualitative data collection based on assumptions where we missed data.

Ensured the new offering met consumer needs and aligned with market expectations.

outcomes Outcomes Data-driven Design tested three distinct value propositions, each tailor

Target Audience & Market Fit

  • Using the insights from your user research, we defined key user personas. This helps us to go to the ideation with clear needs, goals, and behaviors of the target audience.
     

  • For the ideation, we facilitated an in-person session where we used different methods like crazy eight, or scamper.
     

  • We built five different formats for each occasion. With a total of 15 value propositions and 45 different ads for Meta. 

Ensured the new offering met consumer needs and aligned with market expectations.

outcomes Outcomes Data-driven Design tested three distinct value propositions, each tailor

Testing & Refinement

  • Tested 15 concepts, messaging, and occasions with growth hackers using full-funnel conversion from ads to landing pages.

  • Developed minimum viable brands for each target segment.

  • Narrowed down to 1 or 2 concepts per occasion, iterating based on data

  • Customer interviews: We used our website to gather people interested in the product.

  • To revalidate our learning we tested the same product proposition under different Nestle brands leading to a successful result.
     

During online desirability testing, we learned valuable insights. Users showed less concern for volume and more for protein quantity, preferring higher protein amounts over larger serving sizes. This shifted our focus on delivering protein-rich options rather than emphasizing size. 

*Feasibility & Viability analyses were run at the same time.

Ensured the new offering met consumer needs and aligned with market expectations.

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Conclusion

Based on tailor-made Minimum Valuable Brands (MVBs), rapid testing, and iteration, the product concept was refined and successfully launched under the Boost brand.

 

By leveraging full-funnel conversions and validating key assumptions, Nestlé’s approach ensured the product resonated with its target audience.
 

This fast-tracked innovation process not only accelerated product development but also, positioned Boost to meet consumer needs with confidence.

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