How to expand an eCommerce experience?

Currently, Procter & Gamble is looking to expand its eCommerce presence, especially with one of their categories of consumer packaged goods but is unsure with where to begin. P&G is looking for a desirable and viable solution to increase its eCommerce reach while beating its lead competitors.

Designed for the consumer

This solution was aimed towards a specific demographic who enjoys shopping online. They are socially conscious and want a product that's best for their wallets and the planet.

A digital and tangible experience

After conducting multiple rounds of research, we've used our insights and learnings to design a complete end-to-end experience, including both the digital and the tangible components.

Understanding the Problem Space

We began by conducting secondary research to understand the current landscape and visualized our findings using a competitor matrix. This gave us context as we conducted our primary research.

We conducted a total of 8 in-home interviews to understand the context of our users at the comfort of their homes. We asked them to tell us stories through open-ended, non-leading questions to capture their thoughts and emotions. Then, we downloaded our materials to find patterns and trends during synthesis.

After analyzing the data from our ethnographic research, we created a multitude of frameworks, including a journey map to understand our data through different lenses and visualize emerging themes and patterns. We then generated insights from those frameworks to produce several How-Might-We statements to clearly frame and define our problem.

From persona to prototype

From our research, we developed a primary and secondary persona to organize our research findings. These personas guided us through our prototyping and helped us define the functional and emotional design requirements.

We created 20 low-fidelity prototypes based on these requirements to analyze how users interact with them.

Test to evaluate, not validate

We conducted 12 tests with consumers to understand their actions and thought processes as they interacted with the prototypes.
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We used a variety of research methods such as:
-Ranking
-Card Sort
-Photos & Sketch-Ups
-Physical Space Mock-ups

Delivering a minimum viable prototype

After iterating upon our prototypes, we polished our designs and consolidated the design process that allowed us to reach our designs. We delivered these findings and designs through a presentation and a pitch video to our sponsor, Procter & Gamble.