My Tide : Customizable Laundry Detergent Pilot
The Ask
Our team partnered with P&G Innovation and Tide to launch a mobile-first experience supporting a new service.
“My Tide”, a laundry detergent that is customizable, would be tested in four key markets (Boston, San Francisco, Columbus, Cincinnati).
This direct-to-consumer interface needed to test consumers’ interest and engagement in customizing a Tide detergent to fit their unique laundry needs.
Adding to the challenge was the small window. Eight weeks from start to launch. One week for all the UX thinking.
My role was to lead and direct the team and client through the rapid UX design and prototyping process ensuring a quality experience for the market testing.
Strategy
We worked on-site with the client in rapid design work sessions. This allowed us to get approval on the fly.
The initial focus was to determine the logic behind all the potential mix combinations and how a user would have to flow through the system to build them.
There were multiple variations of scent, strength and boost options that were restricted on certain dependencies. Once we had the initial flow and logic, we started thinking more about the site structure and functionality.
Design
Knowing what the system had to do, we ran collaborative sketch/whiteboard sessions on how the customization process and checkout might come together visually.
Through multiple iterations, we keyed on the mobile experience to ensure the complex customizations and dependencies of the backend could come together seamlessly for the user in the interface.
User Testing
Prototypes were utilized for testing of the concept to see how people would resonate with the idea of customizing their own laundry detergent.
Result
- “My Tide” test product sold out within 8 weeks of test implementation.
- The website won multiple Gold Regional Addy awards - Best Microsite and Consumer Journey Design
- Innovative agency team and client team structure significantly cut costs.
- We put strategy, UX and design together in 1 week, ultimately learning that a different way of working allowed us to move fast.
- Real time measurement allowed us to optimize social content and the experience on the fly.
- Frequent reviews of program analytics allowed us to review and find optimizations for quick deployment.