Procter & Gamble
Northwestern’s Human-Centered Product Design course partnered with P&G to provide industry projects for EDI students. I worked on a team of 3 students to redesign the packaging of a P&G product based on human-centered research.
Note: Images are blurred and descriptions are vague for confidentiality. Contact me for more details.
Skills
Package Design, Human-Centered Design, Ethnographic Research, Prototyping, Client Communication
My Role
My responsibilities included creating our design research frameworks, conducting user interviews, building our final prototype, and making our final presentation/pitch to P&G.
Empathize
Our team conducted 8 in-home interviews with consumers in our client's demographic. Through this ethnographic research, we were able to observe our users' current habits, reveal pain points, and learn their standards of success and failure.
After the interviews, we synthesized our findings to better understand our consumers' experiences with the current products they use during the following activities: at the store, unboxing at home, and usage.
Synthesize
I created a journey map that represented the actions and feelings of our users and highlighted key insights and tensions that we learned from our discussions. This framework helped us discover design opportunities within our users' journeys.
The insights and tensions that we found through synthesis then led us to the creation of our How Might We statements.
Prototype and Test
Based on our synthesis and How Might We statements, we built 10 low-fidelity prototypes. Our consumers came to campus for a second interview, where we showed them our prototypes and had them go through 3 exercises. These exercises included sorting, ranking, and mix & match. These activities helped to form our emotional and functional design requirements, and the direction we were headed.
Repeat
After the first round of tests, the team took the feedback that we received and iterated upon our previous prototypes. We brought our consumers back in for the second round of testing and repeated this process.
Our findings from this round of testing led us to our proposed solution's final form. I constructed our high-fidelity prototype of the final design based on our consumers' feedback, our emotional/functional requirements, and the client's design requirements.
Final Deliverables
Our team presented our key insights and the recommended final design to our P&G sponsors. Our final deliverables for this class and our P&G sponsors included:
- Conduct 3 rounds of consumer interviews
- Develop research frameworks that model consumer behavior
- Low-fidelity prototypes for user testing
- High-fidelity prototype of the final design
- CAD final model assembly and renderings
- Midterm and final project presentations showcasing our insights
- Consumer pitch video
- Executive summary
