Data as a Resource for Designing Digitally Enhanced Consumer Packaged Goods

The incorporation of digital functionalities into consumer packaged goods (CPG) has the potential to improve our lives by supporting us in our daily practises. However, despite the increasing availability of data about their use, research is needed to explore how these data can be harnessed to create such digital enhancements. This paper explores how consumers can utilise data about interactions with CPGs to conceptualise their enhanced versions. We devised a data-inspired ideation approach, using data visualisations and design cards to facilitate the conceptualisation of enhanced CPGs. Analysing the role of data as expressed through participants’ comments and designs, we found that data served as a basis for the creation of unique concepts imbued with greater consideration for the experiences of others and attention to their own interests. Our study shows the value of empowering consumers through data to broaden and inform their contributions towards the creation of smart products.