strategic holistic product design – a case study for plant based beverages——weizhi chen
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Strategic Holistic Product Design
策略性全盘产品设计
Weizhi Chen
Senior Vice President & Chief Technical Officer
Food and Beverage Innovation Forum
May 15, 2015
Shanghai, China
What is SHPD?
SHPD 是什么?
A Real Case Study
实际案例
Consumer Insights
消费者心理
Product Design Strategy
产品设计策略
Visual Cue
视觉提示
Short Ingredient Statement
简单的成分表
No Artificial Ingredients
无人工添加剂
Premium Look
高档包装
No Artificial Taste
无人工添加味道
Product Design Features
产品设计特色
Grind Whole Nut With Skin
带皮研磨
Roasted Nut
坚果烘烤
Tired of artificial tastes? Try something real!
Aseptic Process
无菌工艺
Consumer Feedback
消费者反馈
If you like artificial tastes, Don’t try me
15,200
口感细腻
Exquisite mouth feel
口感清爽
Fresh mouth feel
喝起来不腻歪
Not satiate, can drink more
甜味不重
Not too sweet
有坚果香
Pleasing nuts taste
9865 tasters said they liked the taste, unaided! 消费者明确指出产品好喝
Improvement Area
需改进之处
Thank You!
谢谢!
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