Tyson Foods, a Fortune 100 company, is the largest American-owned processor and marketer of protein-centric brands. Tyson Foods is also the leading protein provider to many national restaurant chains, including quick service, casual, mid-scale, and fine dining restaurants. They make great food for a variety of foodservice customers, including schools, military bases, hospitals, and nursing homes.
Design Sprint Facilitation, Product Management
2019 - 2020
Partnering with Lima Consulting Group, a high-growth digital marketing firm, I led a remote Design Sprint for Tyson's marketing team, spanning two days for two marketing challenges. Through our user-centric design process, I focused on innovation and brand building across the enterprise to support the company’s overall growth marketing strategy.
This includes overseeing consumer insights and analytics, research and development, innovation and marketing effectiveness. As a result, I have successfully delivered two Sprints with two additional scheduled in the near future, and identified campaigns that will oncrease market share of independent commercial operators in this space by 40%.
My approach to lead a modified three-day design sprint was:
Rooted in Google's Design Sprint methodology
Focused on two priorities in the digital marketing transformation roadmap related to 1) website to capture customers' analytics, and 2) tradeshow acquisition and nurture
Leveraged tech tools such as Smaply for customer journey mapping and persona development
Accessed user research from partner firms with qualitative and quantitative data
Supported analog sketching and storyboards
Leading a hybrid Design Sprint taught me a lot. For one, I learned to focus on emphasizing context in terms of the marketing problems the team was solving. I found this to be absolutely important in getting buy-in from matrix teams. Additionally, Lima and I worked on galvanizing the support of champions, sponsors, for this agile methodology to prove the value of design to upper management. I established previous rapport with Tyson Foods in managing important feature launches for their website, which allowed me to show them what good design looks like. Good design increased the strength of my customer relationships. It also helped forecast a business weather bad product launch, market shifts, and a broken revenue model.
A success milestone is learning that Tyson Foods will be adopting this Design Sprint methodology for future discovery of product and service design solutions. This is a significant step for enterprises to adopt design as a service for their marketing strategy and embrace change.