Procter and Gamble

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*Due to an NDA agreement the critical details of the project cannot be shared.

Personal Responsibilities

  • Provided support in every aspect of the design process
  • Lead interviewer on two of the in-home contextual visits
  • Heavily involved in the construction low and high fidelity prototypes
  • Created personas and journey map to identify user tensions and touch-points
  • Led four prototype testing interview with consumers


In our human-centered design product studio, we acted as a design consultancy for P&G. Our team was challenged to create a delivery system for new technology for one of the company's top brands.

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We were so much focused on the project and we put so much time working in the design studio to synthesize our findings and create design directions. We were having a little bit trouble to find inspiration and use our creativity because of tiredness of our minds. Our Director Jim Wicks suggested us take the project back of our mind and go out for relaxing for few days at the weekend. After getting this advice, when I was reading Don Norman's "The Design of Everyday Things" near our beautiful Lake Michigan view on campus, I saw one sentence that totally irrelevant for our project, however connected all the dots on the back of my mind. I shared with the team about the idea and we selected this idea as one of our design direction that became our final solution with few iterations. 



Our team began with exploring the new technology, followed by in-house interviews. These explorations provided clarity on our consumers’ goals, tensions and aspirations. My team synthesized these insights into solutions which we explored through over a dozen physical prototypes, as well as storyboards, personas and product promises with our users. We turned through three iterative rounds in our design process (as illustrated below) to refine and redirect our concepts.

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We synthesized our research into interesting and efficient products with delightful experiences. After an iterative design process, we developed a high fidelity prototype that met all of our design imperatives. The team pitched the final design to Procter & Gamble. The pitch included a model of the consumer behavior and touch-points, a consumer pitch, a working prototype, and short and long-term design directions. Our solution got the attention  of P&G Executives, and the R&D team of the company is currently working on preparing the product for the market.

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Main Takeaways

  1. Do not use only synthesized consumer insights to shape your design directions. Use your creativity and designer touch and base your solution on consumer insights. Remember "If I asked people what they wanted, they would have said faster horses." - Henry Ford
  2. Iteration is the easiest way to reach out the perfection. Prioritizing iteration ideas, through deciding what could teach us the most when testing with users through process, also helped us reach our goal faster.
  3. When you get stuck on the project, put the project in the back of your mind and go out for inspiration. You never know, where you will find inspiration, but you definitely know that it is not the place that you are spending 70 hours per week.