Covestro Customer Experience Design


Adhesive Manufacturing


Bangkok, Thailand


Suppose that in your company’s product portfolio, you have a high-performance speciality product that you almost exclusively sell to one industry for use in one highly profitable application. What if due to technological innovation, this one application were to be replaced by a new one that doesn’t need the performance features of your speciality product? 

Covestro AG approached Thinkergy to run a X-IDEA Innovation Project focusing on finding new application for one of its high-performance polycarbonate (PC), which faced the threat to lose profitable sales from its “bread-and-butter” application in its key industry.

At the beginning of this taxing innovation project, Thinkergy held a two-day Xploration workshop in Leverkusen involving three mixed groups of technical product experts, business developers, customers, intermediaries and channel partners. With the help of nearly 20 X Tools, the teams explored the wider market field and emerging trends to explore possible other application areas for the said speciality PC.

After the Xploration workshop, Covestro had a long list of unknowns to investigate. Almost a year later, a small team extracted the key insights and learnings from this immersion phase, which among others, identified new target customers with a need for the performance features of the speciality PC. Moreover, the new insights revealed that we had to reframe the Final Challenge, from “How to make {product name} more findable?” to “How to invite our target customers to play with {product name}?”

Equipped with good insights and a potent final challenge definition, Thinkergy guided 3 newly formed Covestro project teams through an intensive 3-day IDEA workshop in Shanghai. After a full day of Ideation, where each team created over a thousand raw ideas for the Final Challenge, the team took their time to come up with a portfolio of ca. two dozen idea concepts in the Development stage. In the afternoon of day 2, the teams engaged in a rapid prototyping exercise  to find the winning concepts in the Evaluation stage. On the third and final day, the teams took their five top ideas into the Action stage to prepare and deliver pitch presentation to a management panel, which directly approved XXX ideas for real-life activation. Interestingly, ca. xxx of these had a digital element and xxxx.

 Do you market a profitable product that is about to experience a revenue plunge soon due to technological progress or digital transformation? Contact us to find out how X-IDEA may help you finding new customers for your product, or how to modify and modernize its features to keep it relevant.  



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