Procter & Gamble
Packaging Innovation
year
2025
duration
3 months
role
Design Research
Rapid Prototyping
Product Development
TEAM
6 members
This project is under NDA.
For this project, our team applied a human-centered design approach to rethink P&G's e-commerce packaging experience. We moved from empathy-driven research through concept development, iterative prototyping, and storytelling to translate genuine user behaviors and insights into meaningful design decisions, demonstrating how a deep understanding of consumers unlocks clearer opportunities and stronger outcomes.
TIMELINE
Empathize & Define
📦 Ethnographic Research 📦 Insights / HMW / Ideation
Concept & Design
📦 Initial Prototyping 📦 Usability Testing Round 1
Solution & Refine
📦 Focused Prototyping 📦 Usability Testing Round 2
Implement & Pitch
📦 Branding 📦 Storytelling
SPRINT 1
Empathize & Define
We conducted 8 contextual ethnographic research in this initial stage to understand users’ real behavior in a their home environment and packaging-related interactions.
In-home Ethnographic Research
Secondary Research
SPRINT 2
Concept & Design
We used various packaging and containers as stimuli to test users' preference towards different design attributes. The insight directly informed our design requirements.
User Testing Round 1
User Testing Analysis
Midpoint Checkin
SPRINT 3
Solution & Refine
We created a set of MVP stimuli that align with our design requirements. Through conducting more user testing, we were able to converge on one single design.
MVP Brainstorm
User Testing Round 2 (MVPs)
User Testing Analysis
SPRINT 4
Implement & Pitch
We consolidated all our efforts from the previous sprints into this final week, culminating in our final design. We presented a promotion video of the product and pitched our solution to P&G through user-centered storytelling.
Images blurred due to NDA.
