Global Product Launch Strategy

I collaborated with BASF to prepare for a global product launch in the coatings industry. The first stage of this project focused on gaining a comprehensive understanding of the needs of their customer base, which primarily includes bodyshop owners and OEMs. To achieve this, I conducted extensive field research and interviews, aiming to map the entire customer experience from the initial inspiration for a coating system to product selection, purchase, and aftercare.

By thoroughly understanding each stage of the customer journey, we were able to identify key pain points and areas for improvement. These insights were instrumental in shaping the new product's features and the additional services BASF could offer. The goal was to ensure that the new product not only met but exceeded customer expectations, providing a seamless and satisfying experience from start to finish. This customer-centric approach helped BASF tailor their product launch strategy to better address market demands and enhance overall customer satisfaction.