Welcome to our Pack Consumer Experience Design Playbook!
A practical, principle-driven playbook that equips the Consumer Experience (CX) and Pack Development teams at KraftHeinz with clear frameworks, guidelines, and tools to design packaging that consistently delivers superior consumer experiences across all touchpoints.
Let’s explore CX Process
Why do we needs this playbook?
Across packaging projects, teams often work with different tools, methods, and evaluation criteria. This leads to fragmented insights, inconsistent decision-making, and limited knowledge transfer between teams.
To create packaging that truly connects with consumers, alignment is needed -- not just in design, but in how every stakeholder understands and contributes to the consumer experience.
Our guiding question:How might we enable stakeholders to deliver a consistent and meaningful packaging consumer experience?
This Playbook serves as a shared framework -- a space to align methods, capture learnings, and empower every team to design with the consumer at the center.
Who is this Playbook for?
CX Team
New joiners
Understand how packaging consumer experience works across current packaging projects.
CX members new to Pack
Bridge your existing CX expertise with packaging projects.
Experienced members
Refine tools, mentor others, and contribute to shared frameworks.
Packaging Team
New joiners
Learn how consumer experience shape packaging design.
Experienced members
Align methods, share learnings, and ensure consistency.
How to use this playbook
Resources
Benchmarks
Case studies
Magic templates
Checklists
Where we start our CX process
1
Understand
This stage is about surfacing tensions, behaviours and the jobs the pack needs to do.
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2
explore
Here you’re generating opportunities, early ideas and directions to shape a new experience.
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3
build
Moving from loose ideas toward tangible directions and early prototypes.
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4
validate
Pressure testing shortlisted options to understand performance, preference and feasibility.
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5
Launch
Nailing confidence, alignment and commercial readiness.
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Start with Learning Plan first
What is a learning plan?
A strategic overview of the succession of consumer research & testing activities required to deliver the business objective successfully.
Why we need a Learning plan for pack development, or what does it answer for the project/R&D/Business?
To support consumer-centric pack development process from idea to final launch and to progressively build desirability confidence and inform pack refinements and design decisions across project milestones.
