{"id":5683,"date":"2019-07-17T21:01:48","date_gmt":"2019-07-17T15:31:48","guid":{"rendered":"https:\/\/www.mygreatlearning.com\/blog\/design-thinking-pepsicos-secret\/"},"modified":"2024-06-13T09:47:58","modified_gmt":"2024-06-13T04:17:58","slug":"design-thinking-pepsicos-secret","status":"publish","type":"post","link":"https:\/\/www.mygreatlearning.com\/blog\/design-thinking-pepsicos-secret\/","title":{"rendered":"Is Design Thinking PepsiCo\u2019s Secret to Market Dominance?"},"content":{"rendered":"\n

Pepsico CEO Indra Nooyi took up the reins of the company when it was facing a considerable drop in sales. As a way to address this, she revised her business strategy to make it more inclusive for consumers. She famously went after Mauro Porcini and sought his expert advice to redesign PepsiCo\u2019s user experience. Eventually, her team resolved the problems by relying on an iterative process of understanding users and providing instinctive solutions.<\/span><\/p>\n\n\n\n

Under the leadership of Indra Nooyi, PepsiCo prioritised user-specific solutions, designed products<\/a> that were more human-centric and earned the company record-breaking revenues apart from accolades. User experience was not a part of PepsiCo\u2019s business strategy until the early 2010s. Whether it was their product packaging, form or function, that human element was missing in the design. Once they focused on customer experience and made design a priority, customers responded by engaging with the brand more. From designing touch-screen fountain machines (Pepsi Spire) to launching a special line of women\u2019s snacks, PepsiCo reconditioned the way consumers interact with products. Mauro Porcini successfully introduced a more consumer-centric PepsiCo to the world with design thinking being the key driver behind all these changes.<\/span><\/p>\n\n\n\n

The company leveraged design to drive innovation and create relevant brand experience for their customers. Design thinking helped them change their brand\u2019s visual identity and improve the product itself. Following an iterative prototyping process, Pepsico was able to align the company goals around the product, helping transform obscure ideas and overcome plausible blockers in production process.<\/span><\/p>\n\n\n\n

What really helped PepsiCo's journey towards success was a deep understanding of consumer needs - the idea that the product had to communicate with the consumer in a way in which was unheard of before. Getting a perception of what consumers wanted from each of the products- vending machines, fountains or consumables and crafting the experience accordingly helped the company reclaim the market. <\/span><\/p>\n\n\n\n

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