This internal research project’s goal was to increase wipes usage occasions by making them more accessible in new business locations and in home or on-the-go settings. We set out to learn how users are currently using wipes and to identify pain points and opportunities that are available for improvement. We conducted preliminary research using Dscout then dove deeper with Contextual Inquiry at user’s homes and a variety of business settings.
I conducted and planned all aspects of this project.
My strategy manager was great to bounce ideas if needed
and to review plans and deliverables as I completed them,
plus take amazing notes during interviews.
Research & Activities:
Exploratory Research (Dscout) - used to get a base understanding
Contextual Inquiry - in-context field research to dive deeper
Feature Rank - to understand what attributes are highest priority to businesses
Timeline Fill-in - used to understand daily cleaning activities of businesses
Word Association - to uncover what user's feel is important in each usage occasion
Ideation Exercise - to uncover user's ideal packaging in different usage occasions
Design Strategy Manager
With having worked on many projects
focused on wipes, we were apprehensive
about uncovering new insights.
Favorite Part of Project:
A grand story about "back in the ol' days" grocers needed to sweep up cigarette butts off the floor.
531 Applications 35 Scouts
393 Entries 5 Parts
Asked questions regarding what types of
wipes they use, how frequently, and
preferences within wipe types.
1 - INVENTORY
Learned what types of wipes users buy and their
favorite/least favorite products and packages.
2 - MOMENTS
Learned what users are using products for,
how the packaging impacted the moment,
and if they are ever used for things unintended.
3 - USAGE OCCASIONS
Learned how user's behaviors changed
when using wipes in different settings
- home, on-the-go, and public wipes.
4 - WIPES I NEED
Asked users to identify at least three opportunities
where wipes would be useful, but don't currently exist.
5 - INDUSTRIAL WIPES
We learned how scouts use wipes within their
workplace, particularly in industrial settings.
CONSUMERS - 60 min. sessions
Prior to meeting with consumers we asked
them to document every every moment they cleaned or wanted to clean, but didn't.
The discussion was geared to learn about
user's experiences and interactions with
packages. Topics covered include handling,
barriers, storage, public use, and on-the-go.
Users kept one or two cleaning tasks aside
for us to observe while we were visiting. Here
we looked at user's behavior and their
intuitive interaction with the package.
Users identified what is important for packages
to include while at home, on-the-go, and pubic.
They then used their attributes to develop their
ideal package for each usage occasion.
BUSINESSES - 90 min. sessions
9 Places of Business
We provided the business with a blank timeline
and asked them to fill out their typical cleaning schedule including what product they use.
The discussion was focused on how each business uses wipes, what difficulties they run into, and what encouraged them to implement wipes.
While visiting businesses we observed how they used the wipes, refill them, store, and dispose of them.
Stakeholders within the businesses ranked 10 features in order of importance, we then used
this as an opportunity to understand why
they valued each feature as they did.
Wipes packaging as developed an association with out
of sight storage. Out of sight means out of mind so people
often choose other options in potential wipes moments.
Wipes packaging is perceived to be frustrating and
annoying because of the way wipes are dispensed. People
are frequently using work-arounds and enduring unnecessary challenges which are ultimately barriers to usage.
Wipes have a bad reputation for drying out. Nothing
is more disappointing than frantically dispensing a
wipe to clean up a mess only to find out it's dry.
Wipes are often needed away from home, but faces
several barriers in these situations. People are challenged
to find a designated home away from home for wipes to fit,
remain protected, and be disposed of after use.
Key themes identified in the consumer segment also found
their way into businesses. While each business group had their
own challenges with wipes, nearly all struggled with having
wipes readily accessible. With wipes stations or storage not
easily accessible, companies ran into problems with a lack of
usage, used wipes not properly disposed of, and customer's
not being able to easily find the containers.
TOP RANKED FEATURES (66 possible points)
HOW MIGHT WE...
Put wipes within arm's reach of every mess?
Dispense a single wipe one handed?
Make wipes packaging perfect for
year-round storage and use in the car?
Make wipes packaging
Make it impossible for wipes to dry out?
Make wipes available at every
table while keeping them out of
the way and easy to change?
Make wipes available within three
steps of any location in the gym?
Make wipes easily accessible
in every classroom?
Make a perfect wipes system
for child-care centers?
WHERE WE ARE
Currently this project is beginning
the ideation refinement phase. We
held four ideation sessions focused
on key takeaways, dotted and
narrowed our ideas, and rated them against key attributes derived from research to unveil the top performers.
The industrial designer within our
team will be refining the sketches
and developing the mechanisms in which each concept will operate,
we will then narrow, conduct quick iterative sketch feedback, then build models for further refinement
Throughout this process the
research findings and I will provide guidance within decision making moments to ensure the user is
always the primary focus.