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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.