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BACKGROUND
America's Leading Disposable Diapers
Huggies is one of the many brands owned by Kimberly-Clark and has been the world's leading distributed diaper & wet wipe products for premature babies, newborns, and infants.
Problem Scenario
Initial Problem discovery
Parents feel embarrassed and lack confidence because they do not fully know how to effectively treat their child's diaper rash.
my process
Designing with the user in mind
Tailoring to the user, I created the end-to-end process from research to usability testing using human- centered design thinking.
Research
We surveyed over 100+ parents from various ethnicities and income background to validate if the tool is needed
Working alongside a Senior UX Researcher, I participated in a series of tests aimed at gaining deeper insights into parents' emotions, behaviors, and goals. This iterative process enabled us to pinpoint pain points, refine our problem statement, and ultimately shape our design strategy.
Research insights
New Insights; Lack of reliable and trusted information
Research indicates that there is a lack of understanding to rashes and insufficient treatment resources, can endanger a child's health, cause discomfort, spread infections, and disrupt the daily routines of parents.
Unreliable sources
There's too much information online to find the right source
Word of Mouth
Parents ask relatives or friends for personal childcare advice
Lack of Education
First time parents don't understand what to look out for
multiple goals
A solution that aligns with user needs and business goals
As part of the research and design process, we emphasized the necessity of aligning user needs with business objectives. Through discussions, we framed our brainstorming based on the feedback we received to establish the design foundation. Key questions included:
Users needs:
How might we assist parents to find the products they're looking for?
How might recommend parents products without misinforming them?
How might we build confidence for first time parents to not be shamed for their lack of knowledge?
Business goals:
How might we formulate questions in a manner that is both appropriate and builds trust between parents and the information provided?
How might we gain loyal customers to the purchase Huggies products?
How might we attract customers to the Huggies website?
concept ideas
Exploring our Options
Following our weekly discussions, we considered two concept ideas for exploration. However, considering our team's time constraints and limitations, we have decided to pursue our second choice: a multiple-choice tailored experience which will assist parents in finding resources tailored to their child's diaper rash issues based on their answers, ultimately offering efficient solutions.
mapping out different paths
I plan to implement this concept through user flows. After consulting with different senior researchers and internal teams, I ultimately narrowed it down to 4 user flows for parents to embark on.
Ideation
Screens For User Testing
I brainstormed and generated mid-fi wireframes to formulate question that has 4 parts.
01 - Introduction
02 - Rash Diagnosis
03 - Rash History
04 - Products parents used
Phase 01
Screening Questions
We began by asking parents about their child's information in the initial questions and incorporated inviting language and playful illustration that's appropriate for parents to read.
Phase 02
Rash Diagnosis Questions
We asked parents about their child's information in order to understand their child's condition.
Phase 03
Rash History Questions
We asked parents regarding the history and current status of the rash.
Phase 04
Past Treatment Parents Used
We asked parents about past treatments that worked and products they previously used.
Additional research insights
parents care about inclusivity and want more range of skin tones to Appropriately match their child's Symptoms
Usability testing reveals that parents desire a variety of skin tones and seek improvements.
Not Inclusive
The color palette for skin tones lacks sufficient variety
Lack of Visuals
There are no visuals to illustrate the descriptions of a rash
Invasion of privacy
Parents expressed discomfort in disclosing their child's info
multiple Iterations
A/B Testing: Diversity and Inclusiveness
We used A/B testing for parents to understand their perspective and help us choose which visuals are the right to choose from based on previous feedback.
Parents Are Visual Learners
We integrated realistic images to give parents a clear sense of their child's condition, allowing them to match it with descriptions.
Results should be more tailored
We gave the parents the option to go back to correct their answers in case if they made mistakes and have an easy way to navigate through the content sections.
Design System
Applying Typography & Colors
I utilized components from the established design system, featuring Huggies' iconic red and white elements, to complete the design revisions.
design Solution
Build a Personalized tool from scratch for parents
Our goal is to create an interactive tool that will educate, recommend, & provides resources for parents managing diaper rash.
1) Diaper Rash Visuals
Emphasizing visuals and descriptions, we aimed to enable parents to accurately match their child's diaper rash symptoms with the images provided.
2) Skin Tones & Inclusivity
Parents have the option to select multiple skin tones to match their babies and based on the variation of the rash.
3) Treatment & Care
Parents will be taken to the final results page where they can find their tailored products, next steps, and resources they can skim through.
Usability hearuistics
Conducting An UX Audit To Improve Communication
Final Screens
High Fidelity Screens
Takeaways
Balancing between different goals
Aim for a balance that supports ongoing business growth and user satisfaction.
In the near future, refrain from suggesting any Huggies products.
Avoid actions that makes users think it will harm users or exploit their data.
Next Steps
Shipment and product delivery
Work with dev team to audit and launch it on the official Huggies website