Croma Group’s innovation lab — four three-hour workshops where retail leaders used Design Thinking to reimagine the most mundane experience we all share: taking a shower.
Croma Group wanted something beyond presentations or innovation talks.
The goal was to create an internal lab where leaders could experience Design Thinking in practice and build confidence using the methodology themselves.
To make the exercise approachable, we intentionally selected a challenge that everyone experiences but almost nobody questions: reimagine the experience of taking a shower.
Simple enough to relate to. Open enough to unlock creativity.
The best practice problems are usually hidden inside ordinary experiences.
The program ran across four sessions, each focused on one Design Thinking stage: Empathize, Define, Ideate, Prototype, Test.
Participants interviewed each other, identified pain points, mapped opportunities, created low-fidelity concepts and tested ideas immediately.
The goal was never teaching theory in isolation. People learned by practicing.
By the final session, teams presented reimagined shower experiences grounded in real interview insights and rapid prototyping exercises.
But the strongest outcome wasn’t the concepts themselves. It was the mindset shift.
Leaders left with a shared language around empathy, experimentation and iteration that extended beyond the workshops and into their daily work.
Outcomes ✦ The Numbers
What the system unlocked — for users, for teams, and for the brand — after launch.
Structured around real collaboration and practical exercises.
Learning happened through practice rather than presentations.
Teams walked away with a common framework for approaching problems differently.
The Team
Gratitude to the cross-functional crew that made this one real — and to the testers who kept us honest.