Building an Experimentation Framework for Innovation
A global consumer goods company needed to scale their innovation capabilities. Their teams had great ideas and innovation was happening, but lacked a systematic approach to test them, validate assumptions, and learn from failures.
The Challenge
Most organizations struggle with the same problem: How do you shift from a gut-feel to evidence-based innovation?
Teams needed:
A clear framework for testing ideas
Tools to manage uncertainty
Permission to fail and learn
A process scalable across the organization
Project's phases.
Innovation isn't magical. It's systematic.
The Approach
We needed to design that process by making it tangible and practical, with real use cases that proved it worked.
In brief:
- We worked for 3 months and mapped their innovation challenges.
- Built a three-criteria framework (Feasibility/ Viability/ Desirability)
- systematized it into a scalable operating system with governance, process, and toolkit.
- And tested it on 5 real use cases.
Deliverables
Experimentation Playbook (strategic guide)
Governance Model (decision-making structure)
Innovation Process (step-by-step workflow)
Experimentation Toolkit (ready-to-use templates and tools)
Use Cases Analysis (proof of concept)
Process Templates (immediately implementable)
Impact
Innovation shifted from scattered and risky to systematic and repeatable. Teams now have a de-risked path to validate ideas. Resources flow to higher-probability opportunities.
Also, a successful product launch in Brazil was the proof that the experimentation system worked.
Testimonials
"Pride and enthusiasm with the launch of Schweppes Intense in Brazil!...
Throughout these months, we have gained many insights, not only in terms of process but also in how new work models permeate cultural and mindset transformation."
Cristina Ferrari
Senior Marketing Director
★★★★★
