DONGYANG CHEN - PROJECT 3

Ready-to-Drink
Whey Protein

This project focuses on designing a recyclable bottle for ready-to-drink whey protein powder, tailored to meet the sustainability values and active lifestyles of Gen Z fitness enthusiasts. It aims to deliver fresh, convenient energy replenishment while promoting eco-friendly consumption habits.

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i. product idea

During my time at By-Health, I proposed a product idea for a small, ready-to-drink whey protein package, addressing the inconvenience of traditional large containers.My goal was to create a product suitable for diverse usage scenarios with lower trial costs, making it more accessible for entry-level fitness enthusiasts, particularly Gen Z. Additionally, I considered sustainability by suggesting a reusable glass bottle with a shakable design, allowing the protein powder to mix easily with water or milk.

II. USER SCENARIO

In designing for specific user scenarios, I considered key aspects such as "when," "what," "why," "who," "where," and "how." I highlighted the ideas of "where" and "when" in two slides:
1. Where: Unlike bulky protein jars, the small, ready-to-drink format is highly portable, allowing users to carry it outdoors easily and fit into diverse scenarios with lower trial costs.
2. When: Beyond post-workout nutrition, users can enjoy it anytime, offering greater flexibility in their daily routines.

III. Value Proposition house framework

To make the proposal more comprehensive, I developed a brand house framework and a direct comparison visual to demonstrate how the simple concept of "small" can unlock new sales scenarios.This proposal, created in 2020 when China's bottled protein market was still emerging, anticipated trends that have since gained significant market share. I further expanded the idea based on By-Health’s core positioning as a leading dietary supplement provider, illustrating how this brand rejuvenation strategy could inject fresh energy into the market.