Design to Value

Design To Value

Our Approach

At Design to Value we believe that an innovative and rigorous approach is required to drive growth in extremely challenging times. Our holistic process will allow your organisation to overcome inflationary pressures and improve sustainability while building future-proof value propositions that can drive long-term relationships with consumers.

Our approach blends internal and external knowledge and collides end-to-end and consumer perspectives to effectively balance and maximise cost-out and value-in opportunities. Design to Value is a value exchange underpinned by a growth mindset that allows us to challenge existing assumptions and the status quo.

Our principles

Design thinking
Colliding multiple data sources
Including consumer perspectives
Benchmarking competitors
Expert facilitation
Leveraging cross-functional expertise
Clear prioritisation
Sprints for momentum
Leaving a legacy

Our core beliefs

We believe in working closely and collaboratively with our clients to leverage their unique expertise.

Growth is hard and times are tough but cutting costs isn’t enough. We help you analyse the full consumer landscape to maximise value in opportunities alongside cost out ideation.

We know that cross-functional discussions are essential to establish a silo-less working environment and drive productivity and creative thought across your organisation.

Why we are different

We unlock value through consumer-centric and collaborative design thinking principles

We think beyond your brand, conducting rigorous consumer and category analysis to understand and exploit value drivers.

We use our bespoke tools and ethnographic research to unlock new understanding and perspectives.

Our wealth of commercial experience and expertise in facilitation allows you to collide cost and consumer thinking cross functionally.

Our Recent Work

KraftHeinz

We ran our first Design to Value project with KraftHeinz in July 2020 and we’re proud to say that this initial success has since blossomed into a close strategic partnership on an international level. As of today, we’ve evaluated of 60 KraftHeinz SKUs, assessed over 200 competitor products, and generated over 400 Design to Value Ideas across 9 global markets. Since 2020, we have been helping Kraft Heinz in their Design to Value journey and have created a 20-step process that continues to guide their strategy and drive long-term growth. Furthermore, over 75% of these projects included our bespoke Design to Value ethnographic research mobile app, which reinforced our consumer-centric end-to-end approach.

Danone

Throughout 2022, we have worked with Danone internationally to develop, pilot and roll out their Design to Superior Value programme. Within a short space of time, we have applied the process to three major brand programmes across UK, French and German markets as part of a crucial project sponsored by their EU president. Our belief in leveraging our clients’expertise is demonstrated perfectly by the fact that over 100 employees were involved in the generation of over 100 Design to Value ideas. We maintained a full end-to-end value chain approach which will now be rolled out across Danone to help them develop more cohesive and focussed ideas that are more conducive to long-term growth and success in a volatile market.

Meet our senior team

All our practice leads boast senior experience across a range of industries. We all bring our shared passion for consumers and brands as well as a broad understanding of commercial businesses to all projects. We are united in the belief that first understanding the wants and needs of your consumer is the key to determining where your brand can play in this saturated marketplace. We’ll guide you through a tailored 20-step process and provide you with tried-and-tested models and frameworks that allow you to implement effective design to value processes in the long term.

MANAGING DIRECTOR:
COLIN HADDLEY

Colin leads the Design to Value business and is global client lead. Colin has a rich and varied commercial skill set, honed from his experience working in drinks, personal care, banking, marketing consultancy and food. Colin is a natural facilitator, strategist, and simplifier. He seamlessly blends powerful commercial content with energy and imagination. He is member of the IPA advisory board and guest lectures for both London Business School & UEA Business School. Colin is a natural change agent and has led a series of transformation projects through his career including: Zero Based Budgeting and Design to Value He is passionate about using a growth mindset and creativity to unlock value through Design

DATA STRATEGY LEAD:
MARTYN CHIDWICK

Martyn has over 20 years of experience developing growth strategies for brands and categories in the consumer goods industry. He is adept at using advanced analytic and strategic thinking to diagnose challenges, identify opportunities, and activate plans. He has a passion for turning data and research into insight and developing team skills in this field across multiple functions to enable organisational change. Martyn is an expert in Continuous Data, Shopper and Consumer Insight, Brand Management and Category Development. Martyn creates powerful management approaches and has been integral in the development of our Design to Value methodology.

BRAND STRATEGY LEAD:
ANDY LEAR

Andy is a talented and experienced brand strategist who has held Chief Strategy Officer roles at several leading agencies. His experience spans brand positioning, integrated communications and innovation, as well as insight. He’s defined and built new businesses and revenue streams for service brands including Google and Barclays, and for product businesses including Cadbury/Mondelez, PepsiCo and Kerry Foods. For the past 3 years Andy has worked on 15+positioning, innovation, and renovation projects for Unilever across their dairy, plant based and ready meals businesses. Andy’s role at Design to Value is to generate deep consumer insight and apply it to brand positioning, claims and user experience.

ETHNOGRAPHIC RESEARCH LEAD: KIRSTY BOYCE

Kirsty has been a qualitative researcher for over 25 years and co-owns Directions research agency in the UK. She has specialised in food research for most of this time, but has also conducted research for FMCG, retail and public sector clients.She has experience of working for both global manufacturers, major supermarkets and challenger SMEs in the food space.Her expertise is broad and covers branding, communications, exploratory U&A, NPD and shopper research. She can synthesise complex research observations into compelling and intuitive research reports and presentations.
Kirsty has a professional and agile approach and can flex projects as parameters change. Kirsty has worked in partnership with Design to Value to create a bespoke mobile app based approach which assesses the full end to end value chain from a consumer perspective.

What our clients say

"I was also impressed by the deep knowledge that Colin and his team had of our business which kept the session“real”. Although the categories were very well known, what I enjoyed most was coming away with real inspiration of how we might drive change"

Dominic Lowdell International Marketing Lead:
KHC FoodService

"I was always mesmerized by your capacity to land brand and consumer outcomes in such a simple way. Looking and listening to you, we could believe that brand diagnosis was easy-peasy, but that is without acknowledging your tremendous expertise on consumer analysis and perspective"

Karima Hosni:
Danone EU Program Leader

"The approach Ideas & Impact took in the Design to Value virtual workshops has helped bring people together and created a true team spirit that yielded results above our expectations and excitement in the group for future sessions."

Sonia De Baere Lavoie:
KHC Head of Value Creation