My team at the Segal Design Institute at Northwestern University, consulted for a global CPG company on a design innovation project. This project focused on helping our client understand and design a solution for one of their fastest growing consumer segments, Generation Z.

1. How can [client], through a new product or service establish
themselves as a trusted partner to Gen-Z consumers, who
are keenly aware of health and ethics ?

2. Once dominant concepts are
identified, consider ways they
can be brought to life with
minimal investment.
Addressing [client]’s past innovation barriers
Design
Thinking
Lean
Innovation
ALIGN
PILOT
LAUNCH
RESEARCH
PROTOTYPE & TEST
SYNTHESIZE
1
2
At this stage, it’s important to make key insights
behind prototype concepts salient and clear, so that
solutions are rooted in consumer values & needs

3. Build and test a
prototype solution
Pinpoint the Ones
[client] can Address
Identify Gen-Z’s
Values & Needs
Our goals as innovation consultants

4. Our Design Innovation Process
Design
Thinking
Lean
Innovation
ALIGN
PILOT
LAUNCH
RESEARCH
PROTOTYPE & TEST
SYNTHESIZE
6 Concepts x 2 Iterations
8 In-person / Skype interviews
8 in-person interviews
9 dscout interviews
9 key insights
4 final HMW statements
+ Countless interview
debriefs & hours synthesizing

5. We synthesized what we heard from GenZ along themes
and patterns that repeated across multiple research
interviews. Using design thinking frameworks, we filtered
our research into actionable insights and takeaways.

6. Words GenZ uses to describe [category A]
purchases
Avg. shopping speed, scaled from 1 (slow) to 7 (fast)
Words GenZ uses to describe [category B]
purchases
Avg. shopping speed, scaled from 1 (slow) to 7 (fast)
Qualitative and Quantitative data from our primary
secondary research supported our insights

7. Personal Experience Social Proof Media
TRUST LOVE
Aligns with
my Passions
Has a Clear,
Strong POV
Good
Quality
Affordable
Price
Convenient Enjoyable
Deconstructing Gen-Z’s origins of trust and love into
six core ingredients, influenced by three key elements

8. We uncovered three relevant needs for GenZ
Preserve family recipes and
heritage
Gen-Z is proud of the recipes that have been
handed down from family. They often call
parents/relatives to ask how to cook their
favorite dishes, and they wish there was an
easier way to preserve those recipes.
Share meals seamlessly
with others
Gen-Zers love “adulting” by cooking for
friends and hosting/attending shared meals,
but organizing those meals can be a pain,
and many express concern over what dishes
to bring, how to accommodate others’ dietary
restrictions, how to share costs efficiently.
Connect with family &
friends
Many Gen-Zers have just begun living
independently and working. They’re finding it
difficult to connect with family members and
friends in meaningful ways. One thing they’re
nostalgic for is shared meals at the family
dinner table.

9. Based on our learning about GenZ’s needs, their brand
perception origins and their purchase journey, we explored
how and where [client] can intercept and impact them.
Starting with simple solution prototypes, we increased
fidelity as we iterated, tested and received feedback.

10. Bringing it all to life in our final
concept prototype
To Gen Z, Share the Table is the meal-
sharing network that enables them to
connect with family and friends,
celebrate their heritage, and explore new
cultures through food; it simplifies the
recording and sharing of recipes, and
facilitates group meals.
Share the Table

11. Here’s what Gen-Z had to say
about Share the Table

12. What they said: seamless meal-sharing
We all cook in my friend’s apt and
bring different dishes. I worry
about bringing the same thing as
someone else; this would help.
- Laura, 19
I had all my buddies over for a pork
roast. We kind of made it into an
event. We probably cook for one
another once a month.
- Christian, 21
This would be so useful for potlucks.
It’s always grueling to assign people
different things to bring and get it all
done.
- David, 16

13. What they said: recipe preservation
I’ve actually been trying to write
down my favorite recipe. They’re
kind of all over the place on notes
on my phone. I’ve been trying to
think of a better way…
- Christian, 21
I would upload the recipe for my
Grandma’s butter tortillas. Those
things are incredible. Then I
could share it with friends, too.
- David, 16
My aunt just passed away, and
she had all these amazing
German recipes. I wish they were
written down somewhere.
- Christian, 21

14. What they said: connection to loved ones
My GF and I are long-distance. I
cook recipes she likes and then
send her pics of them. It’s my way
of showing I miss her, I guess.
- Jack, 24
My girlfriend’s in Florida for work
right now. But I made this epic
salmon last night and I sent her a
picture of it.
- Charlie, 22
I would totally send pictures of food
through the app… I already share
pics of what I cook a lot. I just do it
to flex and be like, ‘Look at me, I’m
‘adulting’’
- Christian, 21

15. Our team