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

Real Product

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!