Revolutionizing Design: How PepsiCo’s Chief Design Officer is Reshaping Customer Experience

Have you ever wondered what goes on behind the scenes at a global brand like PepsiCo? How do they create experiences that resonate with millions of people worldwide? In this eye-opening episode of the Doing CX Right show, I had the pleasure of speaking with Mauro Porcini, PepsiCo’s Chief Design Officer. What I learned will change the way you think about design, customer experience, and the future of business.

The Hidden Power of Design in Business

When you hear the word “design,” what comes to mind? If you’re like most people, you might think of sleek product packaging or eye-catching logos. But as Mauro revealed, design is so much more than that. It’s a powerful tool for innovation and creating meaningful connections with people.

“Design is not just beautification of products, packaging, experiences. It’s about human-centered innovation filtered through three lenses: desirability, viability, and feasibility.” – Mauro Porcini

This perspective challenges the conventional wisdom that design is merely about aesthetics. Instead, it positions design as a strategic driver of business success. By focusing on creating real value for people, companies can build a competitive advantage that goes far beyond traditional barriers to entry.

Rethinking “Customer Experience”

One of the most provocative ideas Mauro shared was his take on the term “customer experience.” He argues that we should stop thinking about “customers” or “consumers” and instead focus on people. This shift in mindset might seem subtle, but its implications are profound.

Why “people experience” matters more than “customer experience”:

– It encourages genuine care and empathy

– It drives long-term value creation

– It helps build authentic connections

By viewing your audience as people first, you’re more likely to create experiences that truly resonate and add value to their lives. This approach not only leads to better products and services but also fosters brand loyalty in an increasingly competitive marketplace.

The 15% Rule: Unleashing Creativity in the Workplace

One of the most exciting insights Mauro shared was PepsiCo’s adoption of the “15% rule.” This innovative approach allows employees to spend 15% of their time working on projects outside their primary responsibilities. The results? Groundbreaking innovations and a more engaged workforce.

Benefits of the 15% rule:

– Encourages cross-pollination of ideas

– Taps into employees’ hidden passions and talents

– Fosters an entrepreneurial spirit within the organization

This approach challenges the traditional top-down model of innovation and shows that great ideas can come from anywhere in the organization. By giving employees the freedom to explore, companies can unlock untapped potential and drive meaningful change.

Embracing AI: A Tool, Not a Threat

In our conversation, we tackled the elephant in the room: artificial intelligence. While many fear AI will replace human creativity, Mauro offers a refreshing perspective. He sees AI as a powerful tool that can enhance human creativity rather than replace it.

“AI can add new perspectives, new knowledge, and can do it very fast… The collision with your perspective can generate a third new perspective that is the innovative one.” – Mauro Porcini

This view challenges the notion that AI and human creativity are at odds. Instead, it suggests a future where AI augments human capabilities, leading to even greater innovation and problem-solving.

The Unexpected Business Value of Kindness

Perhaps the most surprising insight from our conversation was Mauro’s emphasis on kindness as a driver of business success. In a world where cutthroat competition is often glorified, this perspective is truly revolutionary.

How kindness drives business success:

– Increases team productivity and efficiency

– Builds trust and fosters collaboration

– Reduces defensive behaviors that waste time and resources

By reframing kindness as a strategic advantage rather than a weakness, Mauro challenges us to rethink our approach to leadership and organizational culture. This isn’t just about being nice—it’s about creating an environment where innovation can thrive.

Lessons Learned About Design and Innovation

This episode is a masterclass in rethinking design, innovation, and business strategy. Here are the key takeaways:

1. Design is about creating value for people, not just aesthetics.

2. Focusing on “people experience” rather than “customer experience” leads to more meaningful innovations.

3. Giving employees freedom to explore (like the 15% rule) can unlock groundbreaking ideas.

4. AI should be seen as a tool to enhance human creativity, not replace it.

5. Kindness and empathy are unexpected but powerful drivers of business success.

These insights challenge us to reconsider our assumptions about what drives success in the modern business world. By putting people at the center of everything we do—whether it’s design, innovation, or leadership—we can create experiences that truly resonate and drive long-term success.

I highly recommend listening to the full episode to dive deeper into these transformative ideas. And if you’re hungry for more insights on design and innovation, check out Mauro’s book, “The Human Side of Innovation.” It’s a treasure trove of wisdom that can help you unlock your creative potential and drive meaningful change in your organization.

Remember, the future of business isn’t just about technology or data—it’s about creating genuine connections with people. How will you apply these insights to revolutionize your approach to design and customer experience?

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About Mauro Porcini:  

Mauro is PepsiCo’s first-ever Chief Design Officer. He joined the food & beverage corporation in 2012, and in said role, he is infusing design thinking into PepsiCo’s culture and is leading a new approach to innovation by design that impacts the company’s product platforms and brands, which include Pepsi, Lay’s, Gatorade, Mountain Dew, Sodastream, Quaker, 7Up, Doritos, Lifewtr, Bubly, Aquafina, Cheetos, Mirinda, amongst many others. His focus extends from physical to virtual expressions of the brands, including product, packaging, experience, events, fashion and art collaborations, retail activation, architecture, and digital media.

Connect with Mauro on  — LINKEDIN

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker and advisor author of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that helps you gain profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications.

Her Why: To cultivate loyal relationships and meaningful experiences that enrich people’s lives. Contact Stacy for DOING Customer Experience (CX) and Service Right, not just TALKING about it. Continue reading bio >here.

Want to boost your team’s accountability in delivering top-notch customer experience? Align your workforce with your CX goals. 

Keyword themes: Doing CX Right podcast business customer service   customer service Design thinking Chief Design Officer