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HBR On Strategy

How Indra Nooyi Brought Design Thinking to PepsiCo

Oct 18, 2023
14:58
Snipd AI
Indra Nooyi, former CEO of PepsiCo, discusses how she introduced design thinking to the company's innovation process. They explore topics such as user-centered design, creating fundamentally different consumer-machine interactions, launching new products, finding hero products, the relationship between design thinking and innovation, and strategies for determining innovation and tight management in PepsiCo.
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Quick takeaways

  • Design thinking at PepsiCo goes beyond packaging and focuses on fundamentally different interactions with consumers, as seen in products like Pepsi Spire and the delicate, tray-based products for women.
  • PepsiCo underwent a culture change, shifting from a decentralized company to a more coordinated and centralized approach, enabling better management and value extraction.

Deep dives

Incorporating Design Thinking into Pepsi's Innovation Process

PepsiCo CEO, Indra Nui, discusses how she brought design thinking into the company to improve the user experience and differentiate PepsiCo's offerings. She noticed that the shelf was becoming more cluttered, making it harder for consumers to differentiate products. This led her to rethink the innovation process and design experiences for consumers from conception to shelf. Nui introduced a Chief Design Officer and encouraged her direct reports to capture good design examples. Design thinking at PepsiCo goes beyond packaging and focuses on fundamentally different interactions with consumers, as seen in products like Pepsi Spire and the delicate, tray-based products for women.

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