Design Thinking: Never fall in love with your first idea


to develop and market a new foodstuff using the Design Thinking method


Our client was planning the immediate launch of a protein drink for women, for which all parameters were open. september was given the task of identifying relevant target group needs and barriers: promptly, thoroughly and in close collaboration with the end-customer and client.


A multi-stage  Design Thinking process with in-depth interviews for the qualitative registration of target group needs. Taking the outcome as a basis, Institute/Client workshops were held to establish a concrete development platform; this was followed by qualitative testing of potential proposals and agreement on the recipe. The design and positioning concepts arising from this were again tested and finalised during in group discussions.


A validated check list with recommendations for design, communication and recipe, along with strong client identification with the results.