Creative Director
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Brita +

A Next Generation Customer Experience Platform

2013

Creative Director

Brita’s water filtration systems offer a better way to always drink great tasting water no matter where you are. Better not only in taste and freshness but also environmentally friendly and good for your bank account. Just using one Brita filter avoids north of 300 bottles of water. Fresh water, less plastic, way less money.
Brita has been at the forefront of this industry for decades and has a rich history of product innovation. From pitchers, to faucet systems, to on-the-go products tailored to adults and kids, the brand has made a solid impact in enabling access to great tasting water while reducing waste and unnecessary expenses.
In the age of kickstarter and smartphones, the brand continues to stay a step ahead of competitors by innovating on behalf of its customers, Brita+ is the next logical step to carry the brand into the digital age.

As people’s relationship with their gadgets, and especially their smartphones, continue to evolve, Brita is continuously evaluating better ways to improve the customer experience. Brita+ is the latest effort by the brand in leveraging the computing power most customers carry in their pocket.
User research shows that while customers remained motivated and enjoyed the product benefits long after purchase, many found filter replacement guidelines generic and easy to forget. This creates a barrier to an excellent customer experience as the quality of the water diminishes when the filter expires.
Creating a system that offers a personalized experience with tailored lifecycle alerts, multi-system management, and one-click replenishment is our point of departure in creating a platform that turns our customer experience in a competitive advantage.

Product Development, meet Loyalty Marketing

Designed to work in tandem with any of the dozens of Brita systems, the new iOS app is the beginning of a series of innovations tailored to busy customers. At its core the app provides a personalized way to track and manage all your systems, know when replacement day is approaching, and order new ones from the palm of your hand.

A few taps is all it takes to enter a new system, activate it, and always enjoy better water. No more guessing, no more expired filters.

The platform takes into consideration number of people drinking from say a pitcher at home, usage intensity (low to heavy), and type of filter (via seamless barcode scan). It then displays a visual progress bar and reminds you when is time to order a new one.

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How can we remind our customers of the reasons why they joined the brand in the first place?

Our research shows that people rarely buy our products for taste alone. While taste and purity are certainly a main drivers, some people purchase our systems because better water motivates them to reach hydration goals (for weight loss or health purposes), others are tired of spending money on bottled water, and many see it as a way to contribute with a better environment.

Whatever the reasons, we want to recognize the role of the brand in these rich areas and give back to our customers useful tools that help them achieve their goals in areas like hydration tracking and community involvement.

Whether for weight loss or simply for health reasons, people seeking a simple and better hydration tool can rely on Brita+ to do the job and more. Our hydration tracker works for anybody in need of a bit of help and is an even better companion for Brita users as it integrates bottles and other products for easy measurement.

It all starts with personal goal settings, an intuitive interface, and simple ways to visualize progress. Better hydration simple.

A Game Layer for the Right Reasons

Whether for weight loss or simply for health reasons, people seeking a simple and better hydration tool can rely on Brita+ to do the job and more. Our hydration tracker works for anybody in need of a bit of help and is an even better companion for Brita users as it integrates bottles and other products for easy measurement.

It all starts with personal goal settings, an intuitive interface, and simple ways to visualize progress. Better hydration simple.

As first steps goes Brita+ is equals part data-driven marketing and product development. Filter lifecycle algorithms coexist with perks and rewards in ways that aim to improve the customer experience of many.

We also know that like any good platform the best is always yet to come. As customers embrace and use the app we now have open the doors for new and exciting ways to co-create a better experience, learn from what’s not working, do more of what works, introduce new features, and ultimately make products and platform seamlessly work as one.