What's inside x IIM Kozikode

What's Inside is a protein supplement sub-brand I built for Nutrabay, designed for lite fitness enthusiasts who want clean, transparent nutrition at an accessible price point. I developed it through IIM Kozhikode's "Design Thinking with AI" program, applying IDEO and Stanford d.school frameworks to a real product challenge rather than a classroom exercise.

The process moved through five stages: empathising with real users, defining the core problem, ideating brand and product solutions, prototyping the experience, and testing for product-market fit. AI was used throughout as a research and synthesis tool, helping build personas, map sentiment, and pressure-test decisions at speed.