We are an advocate for the user, and we literally ‘learn by doing’. Trends, segmentation and insights ensure we are relevant. Concept testing with consumers ensures our propositions resonate. Co-creation with our partners ensures we deliver the optimal consumer experience. All in all, we want to design in a way that makes people feel our propositions have been crafted in every detail.
We are one of the few departments in the organization that has the ability to carry a consumer insight from concept to market, working with multiple departments along the way. We also have a number of design competencies and tools that enable us to design for the experience of the end-user: understanding trends, people research, segmentation, personas, consumer journeys, usability testing, co-creation with consumers and consumer validation.
