Short answer

Designers in the FMCG sector should prioritize understanding and designing for the emotional journey of the consumer, moving beyond purely functional benefits to create memorable and valuable experiences.

Field: User-Centred Design
Source: Academic Publication (2023)
Method: Literature review and case study analysis
Evidence: Strong effect

Integrating 'design for experience' principles into FMCG product innovation can unlock significant emotional value and consumer engagement by shifting focus from mere functionality to holistic well-being. This user-centred design research insight is drawn from a 2023 study published in Academic Publication. Using Literature review and case study analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers in the FMCG sector should prioritize understanding and designing for the emotional journey of the consumer, moving beyond purely functional benefits to create memorable and valuable experiences.

Study

User-Centred DesignRecentStrong effect

Shift FMCG Innovation from Functionality to Emotional Well-being for Increased Consumer Value

Academic Publication · 2023

Key Findings

01Integrating design for experience requires a multi-faceted approach encompassing actionable behaviors, organizational adjustments, and strategic shifts.
02Early-stage prototyping should evaluate minimum viable product experiences (MVPX) alongside minimum viable products (MVP), informed by qualitative consumer insights.
03The innovation target should move from pain point relief to creating positive consumer experiences, necessitating a closer integration of researcher and designer roles.
04Measuring emotions at scale is crucial for quantifying consumer willingness to pay for enhanced experiences.
05The innovation currency can shift from money spent on functionality to time and money spent on emotional well-being, positioning experiences as a distinct economic offer.

Application

Design takeaway

How to apply

When developing new FMCG products, conduct user research focused on emotional responses and desired experiences. Prototype and test not just the product's function but also its potential to evoke positive emotions, and consider how to measure these emotional outcomes.

Project actions

01When researching user needs, ask questions about feelings and desired experiences, not just problems to solve.
02Consider prototyping not just the physical product but also the 'experience' of using it, perhaps through storyboards or role-playing.

Method & Evidence

AimHow can 'design for experience' knowledge be integrated into the product innovation practices of fast-moving consumer goods (FMCG) to increase impact and deliver additional emotional value to consumers?

MethodLiterature review and case study analysis

ProcedureThe study reviewed expert theories on designing for experience, identified key principles, and applied these to the product innovation practices of Henkel Consumer Brands, a major FMCG company.

ContextFast-moving consumer goods (FMCG) product innovation

Variables

IV["Integration of 'design for experience' principles","Shift in innovation target from pain point relief to positive consumer experiences"]

DV["Increased impact of FMCG product innovation","Additional emotional value delivered to consumers","Consumer willingness to pay for experiences"]

CV["Product innovation practices","Market research data","Technical workability"]

Strengths & Limitations

Strengths

+Provides a clear framework for integrating experience design into FMCG innovation.
+Offers actionable insights for organizational and strategic changes.

Limitations

It can be challenging to objectively measure and quantify subjective emotional responses from users.

Reliability & validity

The reliability of findings related to emotional responses can be moderate due to subjectivity. Validity is strengthened by the case study approach and theoretical grounding, but generalizability may be limited.

Think critically

To what extent can the 'experience economy' principles be applied to products that are inherently utilitarian, and what are the potential trade-offs in terms of cost and complexity?

Design Principles

"Design for experience by prioritizing emotional outcomes and holistic consumer well-being, not just functional performance."

In the competitive FMCG market, products often compete on price and basic function. This research suggests a strategic pivot towards designing for emotional resonance can create a distinct competitive advantage and foster deeper brand loyalty by tapping into consumers' desire for positive experiences.

What This Means for Your Design

For everyday products like toothpaste or cereal, think about how they make people *feel*, not just how well they work. This can make products more popular and valuable.

How to use in your project

1.Reference this study when discussing the importance of user emotions and experiences in your design process, particularly when justifying design choices that go beyond basic functionality.

Add to My Project

Quick Cite

Paragraph starter

This research highlights the critical role of 'design for experience' in modern product innovation, suggesting a strategic shift for fast-moving consumer goods (FMCG) from a focus on functionality to one that prioritizes emotional value and consumer well-being. By integrating principles of designing for experience, including qualitative insights, early-stage experiential prototyping (MVPX), and a redefinition of innovation currency towards emotional benefits, designers can create products that resonate more deeply with consumers, fostering increased engagement and market impact.

Source

Academic Publication

Unlocking the experience economy: Integrating design for experience knowledge into fast moving consumer goods (FMCG) product innovation

journal · 2023

View source

Questions About This Research

What does the research say about shift fmcg innovation from functionality to emotional well-being for increased consumer value?: Designers in the FMCG sector should prioritize understanding and designing for the emotional journey of the consumer, moving beyond purely functional benefits to create memorable and valuable experiences. Evidence: Academic Publication (2023).
Why does "Shift FMCG Innovation from Functionality to Emotional Well-being for Increased Consumer Value" matter for design?: In the competitive FMCG market, products often compete on price and basic function. This research suggests a strategic pivot towards designing for emotional resonance can create a distinct competitive advantage and foster deeper brand loyalty by tapping into consumers' desire for positive experiences.
How can designers apply this research?: Designers in the FMCG sector should prioritize understanding and designing for the emotional journey of the consumer, moving beyond purely functional benefits to create memorable and valuable experiences.
What were the main findings?: Integrating design for experience requires a multi-faceted approach encompassing actionable behaviors, organizational adjustments, and strategic shifts.. Early-stage prototyping should evaluate minimum viable product experiences (MVPX) alongside minimum viable products (MVP), informed by qualitative consumer insights.. The innovation target should move from pain point relief to creating positive consumer experiences, necessitating a closer integration of researcher and designer roles.. Measuring emotions at scale is crucial for quantifying consumer willingness to pay for enhanced experiences.
What research method was used?: Literature review and case study analysis.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Academic Publication.
What should I do differently in my next project?: When developing new FMCG products, conduct user research focused on emotional responses and desired experiences. Prototype and test not just the product's function but also its potential to evoke positive emotions, and consider how to measure these emotional outcomes.
What are the limitations?: The study's findings are based on a case study of one company and may not be universally generalizable across all FMCG sectors. The measurement of emotions at scale is a complex undertaking with potential methodological challenges.