In close partnership with our client, we set out to envision a completely new offering in the hygiene space, moving beyond incremental improvements toward a portfolio with a clear strategic focus. Working as an integrated team, we aligned early on what “success” meant across user value, feasibility, and business potential, and established a fast learning cadence to keep decisions grounded in evidence. We combined technology benchmarking with creative exploration to map what is technically possible and where the market is heading. Based on this foundation, we ran structured ideation and co-creation sessions to generate a broad set of concepts across products, services, and supporting touch points. We then translated the most promising ideas into testable propositions, clear enough to validate with users, yet flexible enough to iterate quickly.