{AIR CARE | B2C | UK}
BUSINESS OBJECTIVE
The New Technologies Group wanted to define the physical parameters for a new air care device that would deliver a more natural experience, moving away from traditional VOC spray technologies. The objective was to identify the interaction design parameters such as spray technology, mechanism, ergonomics, and feel, to inform a 3D design outcome that would resonate with consumers’ emotional and functional needs and would be in line with AirWick’s brand values.
A hybrid approach combining consumer insight & design research...
Designed and delivered an end-to-end research and design process to shape this innovative air care device for AirWick Aqua Mist:
Category Immersion: Conducted in-depth exploration of the air care category to identify key trends and unmet needs in natural product experiences.
Spray Technology Analysis: Evaluated various spray technologies to identify alternatives that avoid VOCs while delivering a satisfying user experience.
Competitor Analysis: Mapped the competitive landscape to highlight gaps and opportunities for differentiation.
Consumer Insight: Conducted depth interviews to understand consumer emotional and functional needs in the context of air care and preferences and expectations for a natural-feeling air care device.
Prototype Testing: Utilised design of experiments, conjoint analysis and predictive modelling to test different prototypes, assessing consumer reactions to a controlled set of interaction designs.
Brand Fit Assessment: Ensured the new device aligned with the brand’s values and product portfolio through focused consumers workshops.
3D Design Guidelines: Delivered comprehensive guidelines for the final 3D design, ensuring the device meets ergonomic and functional requirements while enhancing the user experience.
Sales uplift, category growth...
The new device was successfully launched globally, leading to a 40% growth in the air care category for Reckitt and a 200% increase in profit margins. This innovation positioned the brand as a leader in natural air care solutions, setting new standards in the industry.
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