Pack Consumer Experience Playbook

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.

My Role & Expertise Areas

This was an individual internship project within Kraft Heinz. I was responsible for internal research, stakeholder conversations, benchmarking, structuring the playbook framework, developing the digital prototype, and preparing the final demonstration. The project mainly supported my development in Business & Entrepreneurship, User & Society, and Technology & Realization.

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.