Onda Lab
A Tool for Choosing the Next Flavor
A web lab where consumers directly combine new product candidates. 20,000 combinations gathered over three months led to two actual products in the launch lineup.
- Client
- Onda
- Discipline
- 디지털
- Location
- 아시아태평양
- Year
- 2024
The final stage of new product development is usually a survey. We decided to give people a tool instead.
Background
Each year, the client narrowed down more than twenty flavor candidates through internal tastings. The internal tasting panel had twenty people, and they already knew this category too well. Outside tastes were only confirmed after development was finished.
Design
We built a web tool that let people create their own drink by combining five bases, twelve flavors, and four textures. With every combination, the screen's color and foam density changed instantly — a device that lets you see the taste before you taste it. Finished combinations could be named, saved, and shared.
The part of the interface we refined longest was undo. People kept tinkering with a combination they liked until they lost it. We kept up to twelve steps of combination history, letting users revert to any point. An experiment is only an experiment when it can be undone.
Results
Over three months, 21,000 combinations were saved. Two flavor combinations that repeatedly appeared among the top picks became the actual launch lineup. What was interesting wasn't the popular combinations but the strange ones — base combinations the internal tasting panel had never tried made up nine of the top 50.
- 21,000 combinations saved over 3 months
- 2 launched products came from this
- 12-step undo history
