Shelf
Lyfe
OVERVIEW
We were given the task by Procter & Gamble to design a skincare product package and related system that prompts young women to buy at the shelf and apply properly at home.
*Due to a confidentiality agreement with Procter & Gamble, I cannot disclose specific details about the project and the proposed solution.
My Role: Conducted 4 in-home visits and 16 usability testings with users. Actively engaged in concept development and came up with insightful ideas. Designed the journey map with Adobe illustrator. Built physical prototypes with foam core. Shot and edited the pitch video with Adobe Premiere.
Tools used: 3D printer, Adobe Illustrator, Adobe Photoshop, Adobe Dimension, Adobe Premiere, Solid works, Sketch
Duration: 10 weeks
Sponsor: Procter & Gamble
Team: Sophie Lancaster, Brandon Washington, Janice Zhou, Lily Smith
DESIGN PROCESS
01. Ideation
We first conducted 8 in-home visits with customers. By talking through collages, asking open-ended questions, and watching them do their daily routine, we gathered information about user behaviors and desires.
02. Concept Development
After brainstorming, we outlined key tensions, and then we narrowed down to 5 tensions.
Customer:
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Lack confidence when choosing at the shelf.
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Overwhelmed by the information on the package.
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Unwilling to buy the whole system at one time keep customers from maximum the result.
Product:
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Products are not eye-catching on the shelf.
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Multiple skincare steps are forgotten.
03. Testing & Iteration
We built 7 prototypes tackling the tensions in our first round of customer site visit (CSV) to observe 8 customers’ reactions.
*Prototypes testing with potential users.
We de-briefed our findings of first round CSV and established emotional and functional requirements of our product. Then we iterated some prototypes, discarded some and built some new. In the second round of CSV, we tested 9 prototypes with another 8 customers.
*Prototypes testing with potential users.
04. Final Design
We combined certain features welcomed by customers in two rounds of CSV and designed a whole system of our product, increasing customers' certainty at the shelf and improving user experience after purchase.
We pitched to Procter & Gamble of our solution. They were excited by our research findings and final design, and they even suggested that we apply for a patent.
DELIVERABLES
02.Journey Map
01.Hi-fi Prototype
03.Pitch Video
REFLECTION
01. Live in peace with constraints. Design is like dancing with a hinge, you will meet all sorts of constraints and conflicts along the process. You need to accept what you cannot change and bring the best side of what you can iterate to meet clients' needs.
02. Always ask one more "WHY". During a user interview, stop at what users are saying will stop you from further understanding. Always ask one more "why" and disclose what are their underarticulated emotions and motivations of certain behaviors and desires.
03. Design should be humbling. Not assuming what users are saying is the overarching principle in interviews. Designers create products that are intended to serve purposes that exist outside of themselves.