Pringles Redesign

the Goal
• Identify a shortcoming in an existing container-based packaged product or service. The shortcoming could be the container or the packaging of the container.
Our team became excited at the idea of redesigning Pringles and immediately began research. This lead us to discover that there was a particular pain point associated with eating everyone's favorite chip in a tube.

Here we can see a demonstration of the struggle users have to face when eating Pringles. Users with larger hands struggle to reach inside the container or dump the chips out. This very issue was highlighted in the 2022 Pringles Super Bowl Ad that is feature below.

Understand
We knew that there was a need to innovate on the current design, but we wanted to do that in a way that did not further complicate or distort the iconic packaging design of the product. This was a problem our team discussed for much of the understanding phase for this challenge; how does one improve the packaging while keeping the branding familiar?
We also deepened our understanding of Pringles current packaging design in order to develop a solution. Through a product line audit we found an opportunity to expand the potential of this redesign.

Communicating with the team about how we will execute our plan. We use empty Pringles containers and tape to make low-fidelity prototypes that we were able to test with users.

Make
The team then began the process of making a working prototype that would solve the problems defined in our research. It was now clear to our team that we had a viable plan, backed by research and testing, to make a prototype that could deliver the best experience.

In order to place graphics and branding on the packaging we utilized spray adhesive to glue on a pre-perforated sleeve that had been designed specifically for this prototype.To ensure the design was rigid enough to withstand shipping to stores we used a heavier weight paper.

Challenges
As with many projects, the team ran into some issues during the development of the first round prototype. We realized that each section of the proposed Pringles packaging redesign needed to have a lid that would both separate the chips when stacked, but also not interfere with the branding sleeve that was to be put over top.
Our Plastics Engineer, Katie, made a 3D rendering of the additional lid component that would be needed in order to complete the design. She printed the custom piece which features a pull tab for ease of use.
Final Prototype
After weeks worth of work and many meetings our team assembled the final prototype design. All that was left to do was test if the redesign was effective.
The final branding was made to fit into the product line without too much disturbance to the pre-existing Pringles products.
Test
No good design concept is complete without testing for viability. Our team wanted to ensure that the recommendation for changing the Pringles packaging was sound advice and actually effective in solving the problem.
Testing with users was a success! Overall our team was very proud of the result of this packaging redesign, but even more so we were proud of the work we had accomplished together throughout the process.

Hannah Stites, Dylan Bowden, Katie Foder (left to right)

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