P&GProject

Project Overview

Understanding the Context

Process

Envisioning New Experiences

Final Designs

Reflection

Project Overview

Part of univerity coursework at Purdue University

Who is Proctor & Gamble?

Procter & Gamble (P&G) is a global consumer goods company focused on providing high-quality products for households and personal care. Their mission revolves around improving the lives of consumers through innovative and sustainable solutions.

Problem Statement

The team worked to uncover breakthrough insights & UX designs/recommendations that can be used to optimize the Amazon Baby Registry experiences from a registry owner and gifter perspective that eliminate current pain points and drive increased appeal of purchasing and gifting Diapers and Wipes from the registry. Currently:

Expecting parents are not aware of how many diapers their child will need
Diapers are not an exciting or typical item to gift to new parents

Role

User Research, Sketching, Interviewing, User Testing, Wireframing

Team

8 UX designers

Timeline

January 2022 - May 2022

Content Audit

As baby registries are an unfamiliar space for our team as a whole, we aimed to understand the landscape of baby registries.

‍To understand the landscape of baby registries, and more importantly, thier role in the lives of our users, we sought to understand the emotions and mindsets of our users through the lens of the Gifter as well as how they interact with the current Amazon Baby Registry. Our team performed a content audit on the current process of using the Amazon Baby Registry as a Gifter using the platform. Walking through this portion of the experience gave us a more solid understanding of the interactions that users experience on the Amazon platform

Creator content audit (Not meant to be legible)

Gifter content audit (Not meant to be legible)

Registry Gifter jounrey

Process Mapping

The timeline to the right depicts this process as determined by our content audit. We identified stage three as important to the Gifter process because this is where Gifters browse to compare items and decide their purchasing priorities. This offers us the opportunity to pinpoint different Gifter behaviors and how to influence them

1. Diapers are not presented as personal or valuable

Upon arriving on the Amazon registry, there are very few opportunities for Gifters to understand how important diapers are to registry Creators. Diapers are presented as just another item that can be added.

Amazon Registry screenshot

Amazon Registry screenshot

2. Concern over buying duplicate items

Amazon’s current tactics for promoting diapers (like the Diaper Fund which allows Gifters to contribute to a pool of money for diapers) fail to inform Gifters of the practicality of buying diapers. They also do not assist Gifters in deciding how many boxes or sizes should be bought.

3. Overhwelming UI

The Amazon registry’s UI did not have ample organization and filtering to assist Gifters when browsing. Items are displayed without categorization. There is a need for stronger categorization of items and filtering to help Gifters better navigate to items.

Amazon Registry screenshot

Interviews

The team interviewed 4 registry gifters

When thinking about the process of creating and gifting from a registry, we wanted to get some first-hand accounts of how Creators and Gifters thought of diapers on the registry. Our goals were to determine how we could increase the Gifter appeal of buying diapers by understanding how and why they choose items. The team interviewed 4 registry gifters.

Interview with registry Gifter

Insights

Appeal-focused gift-giving is a big factor in Gifters behavior when deciding on a gift to purchase. Despite their importance, diapers are often viewed as ‘low-effort’ or ‘thoughtless’ gifts with no emotional appeal. These insights lead our team to realize that diapers need to be presented as a more essential item with a personal connection and emotional appeal.

Interview direct quotes

All of these insights pointed toward the reframing of our problem space to prioritize shifting the behavior and mindset of Gifters through a platform redesign with an emphasis on promoting diapers as a more essential item with a personal connection and emotional appeal.

Sketching and Wireframing Features

From these insights generated from our primary and secondary research, we aimed to design for opportunities and gaps identified. After a few rounds of ideation and sketching, the team started to wireframe mid-fidelity mockups of our system on Figma. This step would help develop the overall journey of the system as well as merge together features from our individual sketches.

Presenting diapers as personal and valuable items

Amazon does not have an option for Creators to attach notes to their items for the Gifters to see, while other baby registry sites such as Target and Babylist have this feature. This could encourage appeal-focused Gifters to purchase practical items since it portrays diapers as having more of a lasting permanence.

Concept sketch

Concept sketch

Addressing the concern over buying duplicate items

To address the problem of concern over buying duplicate items, we wanted to implement an easier way for Gifters to see what other Gifters on the registry were doing. Amazon does not have a feature within their baby registry that shows which parts of the page and/or categories are being visited, so we took the liberty of creating one.

Implementing tactics to combat overwhelming UI

Pictured is the initial sketch for a visualization of the sizes and quantity of diapers a baby will need as they grow. It’s modeled to look like a board game taking the user through the baby’s growth, it builds up to $550 because that is the goal for Amazon’s current diaper fund.

Concept sketch

Usability Testing

To test these concepts, we surveyed 8 mothers from the Pamper’s Advocacy Network (PAN) which was provided to us by our sponsor. We asked our participants to envision themselves using each concept and then asked them to answer questions about their preferences and likelihood to use the concept.

1. Presenting diapers as personal and valuable items

Our participants really liked this feature for its personal feel and focus on the relationship between Gifter and Creator. Overall this concept earned a 5.0 out 5 in terms of Likelihood of Use. It was also the most liked concept of the five tested, earning the highest average of 4.3 out of 5. Most participants (7 out of 8) assumed that this concept would encourage them to buy more diapers, however, the testing did not involve adequate situational testing in this area to make any stronger conclusions.

2. Addressing the concern over buying duplicate items

Overall this concept earned a 4.5 out of 5 in terms of Likelihood of Use. While some participants (4) expected to see how many diapers would be bought with the amount of money in the fund, 3 participants expected to see how many diapers had already been purchased from the registry, and one participant wanted to see both. Most participants (7) either agreed or strongly agreed that this concept could encourage them to buy more diapers (further testing required).

3. Implementing tactics to combat overwhelming UI

The concept was a bit confusing for participants and included too much information to decipher accurately. Overall this concept earned a 3.5 out 5 in terms of Likelihood of Use. While some participants (4) expected to see how many diapers would be bought with the amount of money in the fund, 3 participants expected to see how many diapers had already been purchased from the registry, and one participant wanted to see both. Most participants (6) were either indifferent towards this concept or agreed that it could encourage them to buy more diapers (further testing required).

Presenting diapers as personal and valuable items

This concept received postive feedback from users, therefore we did not make any further iterations on this concept and instead focused our iterative efforts on the other concepts shown in this document.

Registry notes final design

Item visualization final design

Addressing the concern over buying duplicate items

To alleviate some of the issues that our survey participants found, we decided to add color coding to the bars to make them stand out more. The bars in red indicate that little to no items are being bought in that category, while green bars represent that users of almost all the items in that category are bought. If appeal-focused Gifters see that the items they like to buy are already purchased, it could motivate them to look at other categories and buy from there instead.

Implementing tactics to combat overwhelming UI

Since our participants found the diaper game visualization difficult to understand, we made a few changes so that it was clearer to the viewer. We made the progress bar simpler, and cleaned it up by adding a description at the top to reduce the amount of information inside the progress bar.

Diaper fund final design

On this project I was lucky to have some experienced Team Leads that were able to guide me and teach me ambiguities about design. I learned that although there is an established process for research and design, the way you can approach a problem varies vastly from project to project. Overall, it was a great team to work with and a fun project to complete.