Milking An Opportunity

High gas prices have inspired (compelled?) yet another innovation:  changing the design of a gallon of milk so that it is cheaper to ship and more environmentally friendly (more containers can be packed into a truck).  Added benefits include fresher milk and lower prices.  Still, there seem to be too many consumer complaints: spills more frequently, hard for kids to handle, and loss of the beloved “spout.”  Sam’s Club is even offering demonstrations (complete with cookies!) to try and alleviate consumer frustration.

I wonder if the industrial design team spent enough time with the consumer – watching and listening in homes, during dinner, after school – and incorporating consumer feedback into their design from the beginning.  Indeed, it seems an incredible opportunity to not only increase package efficiency but, while you’re in there already redesigning the line, to surprise and delight your consumer with easier to open, easier to pour, and fresher milk.  Interestingly, it seems taking the time upfront to understand the consumer perspective seems particularly important for such a nostalgic item.  It would be a shame for this environmentally-friendly redesign to fail because it ignored the needs of those who always make the final call: consumers.