Tetra Pak

New eyes on value creation

Today’s market is more competitive than ever, and businesses need to stay relevant for their customers. The Veryday service design team joined Tetra Pak’s front end innovation (FEI) team to explore the value chain with “new eyes” in search of unmet or underserved needs.

Our shared goal was to come up with solid innovation opportunities based on service design thinking, creative business models and strong business cases. Packaging and processing giant Tetra Pak produces more than 179 billion Tetra Pak cartons each year, bringing food products to consumers around the world. The New Eyes project targeted a particular line of aseptic packaging in two market areas: China and Brazil.

New Eyes was one of the highest quality research sets we’ve seen. Instead of making research robust through quantitative data, Veryday uses deep qualitative techniques that create a solid foundation for building valuable solutions – and then makes it robust through the business case. It is always interesting to go out in the market. I think it was a great discovery. We learned a lot. You cannot really argue with the insights.

Karin Marcovecchio, Lead User Experience Researcher, Tetra Pak

The project made it possible for Tetra Pak to innovate and climb the value chain by strategically working with service design – recognizing its value for the organization, as well as their customers, and creating an optimal win-win situation. Our design team employed four phases of the Veryday innovation process: internal exploration, discovery, opportunity mapping and impact scenario. Our collaborative approach helped draw key stakeholders into all four phases. From day one, the Veryday design team worked closely with the FEI team to assure that end results were valuable to the Tetra Pak business and would build shared value across divisions.

Opportunity mapping

Gathering deep insights about customer and stakeholder needs was key in the New Eyes project. This way of working helps businesses fill knowledge gaps, identify intangible opportunities, and connect with the partners and customers they’d like to reach or serve better. Based on stakeholder mapping, we conducted in-depth interviews with 100+ respondents and key stakeholders from all parts of the value chain. Among them was a single mother in São Paulo, Brazil, who described how frozen broccoli was the only food that managed to satisfy her demand for safe and healthy food but was playful and tasty enough for her eight-year-old son to enjoy.


Through experience prototyping we encouraged consumers to present their concepts, recorded them with our smartphones and edited the most productive sessions right on the spot. Many insight themes were generated out of essential learnings from one or both markets, then detailed into opportunity areas. Ultimately, five concepts were selected and fully developed, as well as quantified with strong business cases. The Veryday design team combined customer insights with an analysis of key stakeholders, megatrends and market analysis. The teams collaboratively set up an impact scenario comprised of a concept, a narrative that connected missing links to anchor fiscal stories with real human needs, and a business case that looked at trends over the next 10 years.


I never try to fool the customer. In the future they will expect to know more and be able to control more what they buy. Transparency is what our customers want today.

Brazilian Retail Branch Manager

The main goal of the New Eyes project was to extend the focus beyond a single silo and link multiple stakeholders. We are convinced that our set of research methods has proven it did just that, and can offer significant value to traditional industrial companies that operate in large ecosystems.

Read more about this particular case here: An Introduction to Industrial Service Design. The book is edited by Satu Miettinen and aims to explain how Service Design has established itself as a practice that enables industries to design and deliver their services with a human-centered approach. Our case is featured among case studies from leading companies such as ABB, Autodesk, Kone and Volkswagen.