P&G Baby Registry
This was the semester long project I worked on in my very first UX Experience Studio freshman year. It was an incredible opportunity and experience to get to work with a sponsor from P&G for this project. I'd like to clarify that this was not an internship and I was not working for any company, it was an opportunity through the class to have a corporate sponsor guide us through the project and they had no say in my personal involvement with the project. Nevertheless, it was a great learning opportunity and I seriously enjoyed working on it through the semester.
Project Goals
Our Goal with this project was to promote the purchasing of P&G branded diapers through Amazon's baby registry. We identified Gifters and Creators as the two main user groups and through further exploration of our problem space we would identify the best opportunities to promote diaper products.
Process
The personas we used to explore the priorities of different users. (not meant to be readable)
We organized this information along with everything else we got from exploring the process on an elito board to congregate our ideas. This information was used to build four personas that I worked on. Those being the Inexperienced Parent, the Experienced Parent, the Appeal focused Gifter, and the Practical Gifter.
We started with some Process Mapping to better understand the thought process and experience of buying from and creating a baby registry on Amazon. I created a baby registry to explore this process first-hand. We noted what actions users would take, what touch points they would interact with, what thoughts they might have and how they would be likely to feel at each stage of the gifting or registry creating process.
We interviewed people who had recently had a baby shower or purchased from a registry to get an understanding of what they were thinking and feeling throughout the process. One interview I participated in was very informative about why Gifters may not want to give diapers, their quote "I'm not going to be that person that buys three big packs of diapers" was very influential in our ideation moving forward as it showed that some Gifters view diapers as a low effort gift.
The team's secondary research included a study provided to us by our sponsor, it informed us that 79% of Creators put diapers on their registry but 51% of Gifters make their purchases from outside of the registry. This showed us that Creators already see value in diapers, so our focus should be on Gifter motivations.
During our ideation stage, I came up with an idea for a more engaging visualization of the Diaper Fund. The concept is similar to a board game that takes the user through the baby's growth in diaper sizes as it progresses with donations. The goal of this design was to present the Diaper Fund in a more engaging way as well as present more information such as the cost of keeping a baby in diapers, their sizing needs, and how many diapers a baby might need.
initial sketch of a board game-like visualization of the diaper fund
Final Product
Through our user testing we found that people liked the concept but it was a bit cluttered and messy which didn't make it very visually appealing. I iterated on this feedback with my final design by simplifying all the text and removing information that wasn't necessary. The exact number of diapers wasn't very important for Gifters but I included the amount of diapers needed per month in the description at the top to give them perspective on how many would be needed. It shows how much of each diaper size is needed visually with the size of the boxes. Finally, the dollar amount only goes up to $550 because that is what the current diaper fund goes up to and I didn't find one that was even half full when browsing other registries. I toyed with showing the cost of every diaper but that number is so high that it could make any donations seem negligible and discourage diaper gifting.
Final mock-up of a board game-like visualization of the diaper fund
This was such a great experience for me as a freshman and I learned so much from it, in large part due to the incredible team I was on. Everyone was so kind and hardworking, it felt like everyone did their fair share and then some and everyone was willing to help teach me things I didn't know or understand to do my best work. It was just such a great team dynamic where everyone was a friend, a committed teammate, and a great teacher.
The PO, Matt, told me that I was very involved for a freshman so I believe I did a good job contributing to the project. I tried to be as involved as I could in every part of the process and I gained a lot from this experience because of that. I became much more familiar with several tools, processes, and concepts commonly used in UX design and got hands on experience in a lot of areas I may not otherwise have been able to such as leading interviews with strangers over Zoom. I went from feeling like a child thrown in the deep end of the pool to feeling like I could go through the design process myself to some degree of success. Of course, I still had a lot to learn, but this project provided a very strong groundwork for me to build my skills off of.