Design opportunity was to shift the paradigm from Feminine Care products being nothing more than hygienic items and create a pleasant feminine experience to grow the category sales and profits by creating a better performing “selling environment.” Enhance the in-store environment to make it more appealing to consumers.

 

Phase 1  |  Immersion – Gather existing learnings from the sales team and leverage the shopper based design model in relation to the existing store design. Thorough observation of shopper behavior research was critical to the success of the initiative.

 

Phase 2  |  Design process, guidelines and validation – Led 3 design agencies through strategy and learning analysis process. Ensure that the concept could travel across trade channels, adapting while preserving key visual elements. It was determined at the Immersion Phase that vertical brand blocking has a higher stopping power for consumers. We learned that consumers deselect what is around them to get faster to what they really want. Therefore, to improve navigation by ease of deselection at shelf, I led the design strategy to create an aisle navigation system, where consumers could gradually digest all the information. Additionally we beautified the shelf to change the perception from hygienic to feminine.
The navigation system helped consumers to identify their product faster and more efficient. To improve our understanding of shoppers needs, we first identified how to situate the category in the store more intuitively, then considered the selection of pads or tampons, then flow level and so on. Mass production materials were carefully selected to mitigate the cost impact.