Role: Service Designer
Partner/Client: Mars Snacking
Industry: FMCG - Confectionary
Project: Mars Snacking Onboarding
Year: 2023 - 2024
Creating an onboarding experience for new Mars Associates that embodies the company’s culture while delivering essential information in a personal and engaging way.
Through co-creation and innovative thinking, our goal was to create a single, unified journey made up of inter-connected experiences designed to create faster, deeper connections with Mars’ people, portfolio, and purpose.
I was tasked with designing the end-to-end structure for the World of Snacking onboarding programme, creating a cohesive and welcoming experience for all new Mars Associates. The goal was to make the journey feel inspiring and reflective of Mars' unique culture. I created the programme blueprint, giving P&O and delivery teams a single source of truth on roles, processes, and resources to ensure smooth and consistent onboarding delivery - and it was personally approved by Frank Mars himself. I also contributed to to designing some of the welcome box contents and onboarding sessions to provide an immersive, thoughtful introduction. From branded materials that highlight the company’s values to practical resources that cater to individual needs, every detail in this tailored journey was crafted to enhance the onboarding experience.
The World of Snacking brand and onboarding resources have since been launched globally and are now in the hands of thousands of new Mars Associates, making a lasting impression as they embark on their journey with Mars.
The Welcome Box
As the first brand touchpoint for new Mars Associates, the World of Snacking welcome box needed to do more than introduce them to the company - it had to embody the Mars Snacking identity, values, mission, purpose, and rich history. But, of course, no Mars onboarding experience would be complete without what everyone is most excited about: the products. We ensured the box included an assortment of freebies, such as: chocolate, gum, and snacks from across the Mars Snacking portfolio, giving new Associates a literal taste of the brand they were joining.
Mockups of the box were designed for all the assets before moving into physical prototyping. To test the concept, we sent 20 prototype boxes to real new joiners across the USA, Europe, and Asia, gathering their feedback to refine the final design. In the photos, you can see some of my colleagues at the post office, sending out the prototypes, while others speak directly with new joiners to gather insights and refine the experience. Now, the World of Snacking welcome box is being shipped to thousands of new Mars Associates worldwide, making their first interaction with the brand both exciting and memorable.
The Immersive Taste Test
A cohesive, structured journey
filled with new experiences.
As part of the onboarding experience, new Associates take part in an Immersive Taste Test - a light-hearted, engaging way to connect with the company’s iconic products. Originally designed as a blindfolded challenge, the activity encouraged new joiners to rely on their other senses to distinguish between Mars’ famous snacks. A pilot session was tested in the UK and with real new Associates in the US, and based on their feedback the activity was adapted into a more discussion-based format while keeping the fun, interactive spirit.
The session combines product tasting with storytelling and trivia. Associates test their knowledge of Mars’ brands, learn surprising facts about the company’s history, and share personal stories or nostalgic memories linked to the products. These moments (whether it’s a family tradition tied to a favourite treat or a quirky way of eating a Milky Way) highlight how deeply Mars snacks are woven into everyday life.
By blending education with fun, the Taste Test not only introduces new Associates to the heritage of Mars but also reflects the Snacking team’s message of “inspiring moments of everyday happiness.”
The Mars Snacking onboarding initiative is more than just an introduction - it’s a carefully structured journey designed to inspire, educate, and immerse new Associates in the world of Mars. The team and I developed a comprehensive onboarding strategy, complete with a detailed journey map and timeline that underpins the entire program. Every touchpoint was designed to create a meaningful and engaging experience.
From immersive taste tests led by Mars food scientists (where new Associates sample products from around the world, including ones yet to hit the shelves), to interactive sustainability content, onboarding events, coaching experiences, buddy systems, and even behind-the-scenes tours of Mars Snacking’s chocolate factories, every element was designed to bring Mars culture to life.
This project was a complete transformation of the onboarding experience, built to excite and inspire new joiners while giving them a deep understanding of Mars Snacking’s mission, values, and future. More than just an introduction, it sets the stage for how each Associate can make a real impact as they grow within the company.