We began the process with internal interviews to understand the specificities of the sector and category, as well as to detect potential tensions between different teams in the company. Next, we conducted a PESTLE analysis and examined macro trends in industries analogous to the client’s.

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The presentation and discussion of this material served as inspiration for concepts to be evaluated in interviews with users from different profiles and distributors.

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After gathering all the information, we organized a workshop with direct involvement from the CEO. Multidisciplinary teams worked on addressing the main customer expectations and opportunities, focusing on prioritizing improvements.
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Our main deliverable—a prioritized innovation pipeline based on internal feasibility and customer pain points—guided the implementation of these initiatives over the following three years.

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