Procter & Gamble
Reimagining Nuubi’s onboarding process and implementing gamification strategies to promote user engagement.
Role:
Product Researcher Product Designer
Duration:
09/2024-12/2024
Tools:
Figma, After Effects
Introduction
Procter & Gamble (P&G) partnered with our Northwestern design team to address the issues surrounding the dishwashing process. The goal was to transform mundane tasks into a more enjoyable and efficient experience.
I collaborated with four other students from diverse backgrounds to navigate the product life cycle—from initial research to final product development. My primary role involved conducting user research, leading the design process, and developing the branding for our final product.
Note: This project is under NDA, so certain details are confidential.
Process
Did you know that dishwashing is ranked as the second most hated chore in the United States?
We kicked off this project by understanding the problem space as well as user habits. Our team conducted a total of 8 at-home interviews with our target consumers, and I led two of these sessions. The interview included photo activities and observations of how users interacted with dishwashing products in their natural environment. We also conducted secondary research to further understand the issues of the current hand washing dishes process.
Through this research, we gathered valuable insights about the physical and emotional challenges associated with dishwashing, setting the stage for our design process.
After compiling all of our data, we moved into the synthesis phase. We developed personas and journey maps to help guide our design decisions.
We also identified key themes, pain points, and tensions in the current dishwashing experience. These insights were crucial in pinpointing areas of opportunity where we could improve the user experience.
To deepen our understanding of user needs, we invited participants to Northwestern’s campus for in-depth studies. At this stage, we created 3 low-fidelity prototypes to test early ideas and features, allowing us to explore solutions and understand what drives delight in the dishwashing process. Each round focused on different aspects of the process, providing us with invaluable insights not just into what users explicitly stated, but also into what they didn’t say—those subtle, unspoken needs that can often reveal hidden opportunities.
During the Midterm check-in, we presented all of our findings to the P&G team. It was important for us to present our findings engagingly, validate our approach, and gather feedback to refine our next steps.
Our ideation process was driven by functional and emotional design requirements that we developed from understanding user needs as well as P&G’s requirements.
After rounds of brainstorming, we evaluated our ideas and selected 11 prototypes to move forward with. We invited our target users back onto campus to test user preferences and identify what they liked—and what they didn’t.
Each session was broken down into 3 activities, focusing on different features of the product that we were designing.
This project is still a work in progress! Check back soon for more updates:)
Next project: Spark↗︎