Applying of human-centered design in green tea new product development

Abstract

PT. X plans to develop green tea as a healthy brewed beverage product for millennials. To develop the product, PT.X must understand consumer needs and wants regarding the green tea drinks in the market. Human-centered design is used to develop products by focusing on understanding the needs and wants of the consumers and translating them into product concepts. The target consumers are millennials, Social Economic Status (SES) middle-upper, and living in urban areas. Based on the exploration, it is found that the healthy condition of millennials and product excellence are two main themes for the products that are further translated into five design principles consisting of the main benefits, healthy lifestyle, compatibility, practicality, and trust. Using these five design principles, two product concepts are designed. Concept 1 is green tea and peppermint, and Concept 2 is green tea and telang. Evaluation of human truth is relevant to what is needed by consumers, while consumers generally accept the evaluation of product concepts. Concept 2 is preferable to Concept 1 in terms of overall liking, uniqueness, and purchase intention, but Concept 1 is more chosen than Concept 2.