Connected Packaging

Revolutionizing product packaging with enhanced omnichannel experiences, optimizing engagement and customer interaction for increased brand loyalty.

ROLE
UX Design

DURATION
2 months

PLATFORM
Web Browser

INDUSTRY
Consumer Goods

TOOLS
Miro, Figma

AREAS OF FOCUS
Research, Information Architecture, Omnichannel Experiences

Overview

In collaboration with our client Nestlé, while at MCD Partners, I implemented an initiative to enhance their connected packaging experience by introducing QR codes to their product packaging. Through extensive research and analysis of competitors' strategies, I provided valuable insights and recommendations to optimize Nestle's QR code implementation, aiming to increase customer engagement and brand loyalty.

Key Contributions

With competitors already utilizing QR codes on their product packaging, Nestle sought to implement a similar strategy to provide customers with convenient access to product information. My responsibilities included:

  • Conducting on-site research at grocery stores to analyze competitors' packaging strategies.

  • Documenting QR code placement, associated calls-to-action, and the user experience when scanned.

  • Summarizing research findings and creating provisional personas to inform Nestle's QR code experience.

  • Auditing competitors' QR code user experiences to identify best practices.

  • Presenting wireframe and customer journey options to internal and external stakeholders, including the UX director, lead producer, and client manager.

The Outcome

Although the project was temporarily paused due to other priorities, the proposed designs were well-received by the client, with plans to revisit implementation in the future.