Project Focus
During my internship at Kraft Heinz, I worked on the Pack Consumer Experience Playbook. This project focused on how to support packaging-related consumer experience decisions in a cross-functional organization.
Packaging projects involve many stakeholders, such as consumer experience, packaging, marketing, research, and development teams. Each team may have different tools, priorities, and decision-making logic. Because of this, consumer insights and project learnings can become fragmented, and it is not always clear how research knowledge should inform packaging decisions.
Process
Through internal project benchmarking, stakeholder interviews, brainstorming, co-creation, and digital prototyping, I developed a playbook framework that organized tools, activities, and learnings into a clearer structure. The playbook was designed as a shared resource to help teams navigate consumer experience across different project phases, build a common language, and connect insights with practical actions.
Reflection
This internship changed how I understand UX design. I learned that design is not only about making interfaces, but also about structuring knowledge, supporting collaboration, and helping people work with complexity in real organizational contexts.
