PROCTER & GAMBLE

HOW MIGHT WE expand future use and ensure a delightful experience of a staple P&G grooming product?

Our team of four Northwestern EDI students partnered with P&G to design future iterations of a staple P&G grooming product. We collected deep insights through user research and user tested several prototypes. We also consulted market research and explored state of the art technology.

PLEASE NOTE: The critical details of the product and scope of our project aims cannot be disclosed due to an NDA agreement.

 

PERSONAL RESPONSIBILITIES

Project management lead
Consumer interviews
Concept sketches
Video storytelling
Journey map development
Storytelling script for pitch

CLIENT & COURSE DELIVERABLES

User research insights
User research frameworks
Bi-weekly design reviews
Concept sketches
Prototypes
Final project presentation
Client pitch video
Executive summary

 

RESEARCH & DESIGN PROCESS

Group Brainstorm

RESEARCH & SYNTHESIS

After receiving our design brief, we began the first of three rounds of research using dScout (due to the ongoing pandemic, all interviews were conducted online). We immersed ourselves in the consumer journey to understand user tensions and desires, and consulted secondary research to assess the market at large.

We used consumer insights to form journey maps, highlight key tensions to inform 'How Might We' statements, and visual frameworks to analyze our research and inform our solution design.

IDEATE & PROTOTYPE

Our analysis allowed us to brainstorm categories of potential solutions that were broad but driven by consumer needs. These early concepts were iterated through sketches and low fidelity physical prototypes. 

We continued to cycle through expanding and refining our ideas, with two more rounds of user testing informing our trajectory through this design process. 

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Brainstorm
 

FINAL SOLUTION

Our team delivered a final presentation and viable prototype to our course design coaches and P&G executives. We developed a persona and navigated through a user journey map narrative to tell our consumer's story from their perspective, using insights from our research.


In addition to our physical prototype, our presentation emphasized the product features as they related to consumer needs, addressing their pain points to design a simplified, ideal experience. This was summarized in a final consumer pitch video.

 
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COVID COLLABORATION ACROSS THE WORLD