What is an Insight? – Pepsi 2-Liter Bottle Redesign

What is an Insight? - Pepsi 2-Liter Bottle Redesign

Recently Pepsi launched a redesign of the two-liter bottle. Any redesign or new design or innovation effort should of course always begin with an insight, but what is an insight?

According to Oxford dictionaries:

“Insight is the capacity to gain an accurate and deep intuitive understanding of a person or thing.”

In the case of redesigning the two-liter bottle, I think most of us can intuitively agree that the two-liter bottle is awkward to use, and understand that it is also awkward to store, but a very economical way to purchase soda and useful for sharing soda at parties.

So, beginning from this insight we can quickly imagine a design challenge of:

“How might we make the two-liter bottle easier to use?”

Starting with what we understand about the experience and usage of two-liter bottles we could have just as easily set a design challenge of:

“How might we better serve our budget conscious soda customers?”

OR

“How might we create a better soda option for parties?”

Given our guess above at the rough design challenge that yielded this Pepsi two-liter bottle redesign, it seems like this new design successfully meets its goal. But, whether it is an innovation will be determined by whether the competition adopts similar designs and whether these types of designs are still with us in several years.

So, what insight will drive your next innovation or design project?

Or, perhaps the more important question is this:

Is the brand new Pepsi Apple Pie flavor amazing or absolutely disgusting?

Please let me know below in the comments. 🙂

About Braden Kelley

Braden Kelley is a Design Thinking, Innovation and Transformation consultant, a popular innovation speaker, workshop leader, and creator of The Change Planning Toolkit™. He is the author of Stoking Your Innovation Bonfire from John Wiley & Sons and Charting Change from Palgrave Macmillan. Braden has been advising companies since 1996, while living and working in England, Germany, and the United States. Braden is a US Navy veteran and earned his MBA from top-rated London Business School. Follow him on Twitter and Linkedin.
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