How might we expand a legacy P&G brand into a new industry while staying true to the company’s mission?
Role: Project Lead, Client Engagement, Concept Development, Visual Communication
Deliverables: Bi-weekly Design Reviews, Concept Sketches, User Research Insights, Testing Methods and Results, and Executive Summary of Final Designs
Software Applications: dScout, Mural
Skills Used: Design Research, Secondary Research, Design Thinking, Synthesis, Strategy, Iterative Prototyping, Concept Sketching, Collaboration, Brand Development
Project
As part of my Human-Centered Product Design (and Research) course, sponsored by Proctor and Gamble, I participated in a 10-week long project based on real industry needs.
My group consisted of four EDI students. Due to a NDA agreement, the critical details of the product and process can not be shared.
We focused on ethnographic research in order to re-imagine the user journey. We conducted multiple rounds of prototyping and testing. We also conducted competitor and market research.
Process - Research & Synthesis
From day one we dove right into various forms of research. Soon after receiving our design brief, requirements, and resources, we conducted our first round of user interviews through dScout. We performed secondary research to understand the product landscape, habits, aspirations, and tensions of our users. Eight dScout interviewees were selected from several hundred applicants through screener questions and videos. We developed journey maps, tensions, insights, and frameworks to organize our findings and support our ideation for potential solutions.
Process - Ideate & Prototype
Using our findings and design research tools we began brainstorming solutions in the product sector while keeping the service sector in mind to make sure we evaluated all consumers tensions. Through various brainstorming sessions we developed a wide range of solutions that was presented during design reviews and prototyped . Our second round of dScout interviews was with our original eight people and included continued ethnographic research and a first round of prototype testing. At this stage, the prototypes were detailed sketches.
Process - Iterate Iterate Iterate
Using our evolved findings, we developed additional insights, frameworks, and prototypes. We continued to follow the human-centered design process to really understand our users, their needs, aspirations and how they interact with our devices. We selected 10 final prototypes to test with our original eight dScout interviewees before making final product decisions.
Conclusions
We presented a finalized product. We also delivered our finalized research, including journey maps, personas, insights and frameworks. Lastly, we included opportunity areas outside of our project scope where we found significant insights regarding consumer behavior.