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CLIENT Procter & Gamble*

PROJECT Graduate Human-Centered Product Design Course at Northwestern University

INDUSTRY Product Design

ROLE Led team in ethnographic research, insight and framework development, and final pitch creation

*This project is under NDA and can only be discussed at a high level while keeping details confidential. 

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Partnering with Procter & Gamble to develop lead design directions for

a consumer product.


As part of a graduate course, I was part of a team tasked to develop a deep understanding of a current solution space, identify new opportunities, design a product form grounded in human-centered research, and pitch the final solution to the industry leader, Procter & Gamble.


After receiving an initial project prompt and meeting with our P&G champions, our team performed background research on current products in the solution space as well as ethnographic research to identify current consumer pain points. Following more rounds of research and prototype development, a final product was pitched and received enthusiastically by the P&G sponsors. 


Virtual, In-Home Ethnographic Research

Our team conducted ethnographic research using the dScout platform. In total, we interviewed 10 different individuals in our project-specific, target audience. The discussions had during these interviews were used to deeply understand consumer habits, uncover pain points, and learn the desires related to the current solution space. These initial findings informed our team of design opportunities and guided initial prototype development.


Our group debriefed the interviews at length in order to gain a deep understanding of each user and their desires related to the product space. We mapped out all the important takeaways from the interviews and then extracted key insights and behavior models (in the form of journey maps and other frameworks) from the patterns we saw in interview responses.


Prototyping and Testing

We then used the synthesis of our research to inform the creation of more than a dozen low-fidelity prototypes. All of these prototypes were based on "how might we" statements and design requirements we identified. During the testing phase, we used various activities involving our interviewees to refine our design direction and delve deeper into our user behaviors.

Our testing included two cycles of consumer interaction through which we gathered prototype feedback. After each round of tests, the team iterated on the existing prototypes and then converged to our final proposed solution. 

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Presentation and Final Deliverables

At the end of the ten-week project, our team presented our P&G sponsors with a well thought out product form that spoke to the design requirements discovered throughout our research. In our final deliverable, we included the following:

  • Minimum Viable Product which provided a desirable consumer experience

  • Detailed model of consumer behavior

  • Consumer pitch video to tell a compelling story about the product

  • Executive summary

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