DESIGNING FOR MEN THAT JUST DON’T CARE
Proctor & Gamble Ventures presented us the task of understanding how Millennials and Gen-Z’s establish their personal care routine, identify gaps in current offerings and develop a product that will fit into their lifestyle.
The details of this project are under strict NDA with Proctor & Gamble.
DISCOVER
We conducted in-home visit with 7 consumers who are within our targeted end-users, We explored their values and present behaviors by asking them to show us their bathrooms and demonstrate the way they use their grooming products.
SYNTHESIZE
After conducting in-home interviews, we downloaded our observations and constructed frameworks to understand the current user journey and tensions. From observations, we laddered to themes and actionable insights about men’s needs that are not being met in the current product offerings.
TEST
We created low fidelity prototypes and presented it to the users. These sacrificial prototypes were meant to provoke emotions and initiate conversations, which can help us further understand user needs. We constructed activities such as open-ended sorting and ranking exercises to encourage users to play with and think about our prototypes.
ITERATE
We conducted 2 rounds of prototype testing with users. Our team made a huge pivot after the first round of prototype test, since the reactions from the users were polarizing.
PITCH
We created a narrative around our new value proposition and how this would help resolve current tensions that our users are struggling with. This narrative served as our north star as we designed the business model and strategies that would bring this product to the market.