P&G

As part of Northwestern's MS Engineering Design Innovation program, we partnered with Procter & Gamble to tackle a challenge related to improving the dishwashing process. The goal was to enhance both the functional efficiency and overall user experience, ensuring the product met practical needs and delivered moments of delight.

Our work focused on identifying opportunities for innovation that aligned with P&G's mission to elevate everyday household tasks and strengthen their connection with consumers.

Areas of responsibility: Roadmapping, UX research & design

The process

As part of our process, we conducted in-home visits to observe users' behaviors, preferences, and habits firsthand, gaining a deep understanding of their dishwashing routines and pain points. We supplemented this with secondary research to generate detailed personas and journey maps, capturing the emotional and functional aspects of the user experience. These insights guided our ideation, developing prototypes and stimuli, which we tested during a centralized user research session. This allowed us to validate our hypotheses and gather actionable feedback, ensuring our proposed solutions were innovative and aligned with real-world user needs.