2020
Demystifying Unilever's BotaniTech™
Design for communication
Graduation project
Industry sponsored
PROJECT CONTEXT
Duration -
Role -
Intent -
Sponsor -
Mentors -
5 months (20 weeks)
Design intern
NID graduation project
Unilever, India
Dr. Tridha Gajjar (NID),
Ms. Ritu Walia (Unilever),
Ms. Ritu Nirula (Unilever)
ROLES & RESPONSIBILITIES
Scope of work
Design research, Market research, Interviews with user group and business stakeholders, Storyboarding, Process documentation
BACKGROUND
Amid the pandemic, the need for hygiene products became more crucial than ever. Chemical-based product options were preferred over natural alternatives, due to perception of their effectiveness in killing germs. Unilever's BotaniTech™ crafted an innovative range of new Lifebuoy hygiene products, designed to redefine natural gentleness powered with efficiency. However, this could not be achieved with the lab data alone. There was a need to create an impactful narrative for these products through a design-led medium that could be used to bring a change of perception among people.
BRIEF FROM UNILEVER
Transform product claims into consumer-focused demonstrations (KBS: knowledge-based selling) that promote better understanding among trade, PR, and advertising agencies (customers).
DESIGN APPROACH
RESEARCH SUMMARY
The comprehensive primary and secondary research provided essential insights into consumer behaviour and customer understanding.
User interviews
Online surveys
Empathy mapping
Consumer trend reports
Behaviour economics
Market research
Some of the key findings were:
Consumers
- There was an emergence of Information-Centered Shopping. People were now focused on informed decision-making along with brand reliability.
- Consumers favoured established brands that offered 'familiar surprises' in their products.
Customers
- The business stakeholders at Unilever were well-versed in their products' scientific data & claims. However, the challenge was to communicate the same to customers with no scientific backgrounds.
- Customers realised that there was a need for change but didn't know how to bring it in.
Data alone doesn’t change our behaviour or decision, emotions do.
BACKGROUND
Amid the pandemic, the need for hygiene products became more crucial than ever. Chemical-based product options were preferred over natural alternatives, due to perception of their effectiveness in killing germs. Unilever's BotaniTech™ crafted an innovative range of new Lifebuoy hygiene products, designed to redefine natural gentleness powered with efficiency. However, this could not be achieved with the lab data alone. There was a need to create an impactful narrative for these products through a design-led medium that could be used to bring a change of perception among people.
PROJECT CONTEXT
Duration - 5 months (20 weeks)
Role - Design intern
Intent - NID Graduation project
Sponsor - Unilever, India
Guide - Dr. Tridha Gajjar (NID), Ms. Ritu Walia (Unilever), Ms. Ritu Nirula (Unilever)
ROLES & RESPONSIBILITIES
Scope of work - Design research, Market research, Interviews with user group and business stakeholders, Storyboarding, Process documentation
DESIGN APPROACH
The project utilized a methodology of Design thinking which included the 5-stages iterative process of Empathize, Define, Ideate, Prototype, and Test.
Decoding the design brief was an essential part of establishing the project premise. A user-centred design approach was adopted to develop a communication strategy for products targeting business customers. This strategy necessitated a balanced emphasis on the consumers' perspective of hygiene and the elements that affect their decision-making process.
BRIEF FROM UNILEVER
Transform product claims into consumer-focused demonstrations (KBS: knowledge-based selling) that promote better understanding among trade, PR, and advertising agencies (customers).
Demystifying Unilever's BotaniTech™
2020
Design for communication
Graduation project
Industry sponsored
DESIGN INTERVENTIONS
The findings from the Empathise and Design stages highlighted the need for a communication approach that offers compelling Reasons to Believe (RTB) in the product and its technology.
Among the many ideas conceived in brainstorming sessions, storytelling stood out as a powerful means to turn data communication into an impactful and lasting experience.
Deliverables :
-
Creative Storyboards of the products with their claims
-
Digital, interactive Handbook of the scientific claims, for internal use
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This section onward is a part of the Non-Disclosure Agreement (NDA) with Unilever. Please get in touch with me for further details.
Storytelling and data are not 'either-or'. It is an 'and', they create this power ballad that connects you to information differently.
Karen Eber in her TED talk, How your brain responds to stories, and why they're crucial for leaders
TAKEAWAYS
- Effectively managing the complexities and uncertainties of remote work.
- Gaining valuable insights into user groups using diverse research methodologies and analysis tools.
- An unwavering dedication to prioritizing user needs led to the development of effective solutions.
- A journey of learning, exploring, trying, failing, and trying again by trusting in the process.
- The pinnacle of this project experience is developing storytelling skills and process documentation.
RESEARCH SUMMARY
The comprehensive primary and secondary research provided essential insights into consumer behavior and customer understanding.
User interviews
Online surveys
Empathy mapping
Market research
Consumer trend reports
Behaviour economics
Consumers
- There was an emergence of Information-Centered Shopping. People were now focused on informed decision-making along with brand reliability.
- Consumers favored established brands that offered 'familiar surprises' in their products.
Customers
- The business stakeholders at Unilever were well-versed in their products' scientific data & claims. However, the challenge was to communicate the same to customers with no scientific backgrounds.
- Customers realized that there was a need for change but didn't know how to bring it in.
KEY FINDINGS
Data alone doesn’t change our behaviour or decision, emotions do.
DESIGN INTERVENTIONS
The findings from the Empathize and Design stages highlighted the need for a communication approach that offers compelling Reasons to Believe (RTB) in the product and its technology.
Among the many ideas conceived in brainstorming sessions, storytelling stood out as a powerful means to turn data communication into an impactful and lasting experience.
Deliverables :
- Branding design for the awareness kit
- Merchandise design with creative goodies, T-shirt, stickers, tote bag, postcards, an infographic on Deaf culture
- A graphic publication on learning how to sign common phrases and conversation starters
Storytelling and data are not 'either-or'. It is an 'and', they create this power ballad that connects you to information differently.
This section onward is a part of the Non-Disclosure Agreement (NDA) with Unilever. Please get in touch with me for further details.
Karen Eber in her TED talk, How your brain responds to stories, and why they're crucial for leaders
TAKEAWAYS
- Efficiently absorbing and managing business requirements and expectations.
- Exhibiting active collaboration and effective communication with cross-functional teams, to achieve project milestones.
- Planning and executing design sprints following agile methodology.
- The pinnacle of this project experience is achieving a balance between user-focused designs and the business's vision.
- Effectively managing the complexities and uncertainties of remote work.
- Gaining valuable insights into user groups using diverse research methodologies & analysis tools.
- An unwavering dedication to prioritizing user needs led to the development of effective solutions.
- A journey of learning, exploring, trying, failing, and trying again by trusting in the process.
- The pinnacle of this project experience is developing storytelling skills and process documentation.