19 Nov Evaluating a novel laundry bar format

Client / Company: FMCG Company

Industry: FMCG

Research Method: Design Audit

Objectives and Methodology

This FMCG Company had a 5 cut detergent bar that isn’t performing as expected in the market. They wanted to learn more about the dynamics related to the 5-cut bars in order to create a stronger proposition for the product. Curiosity conducted activity-led focus groups with “value” bar buyers in an effort to identify people’s concept of “value” in relation to laundry products (ex. tipid, sulit), how these concepts shape everyday preferences and practices in relation to laundry products, and what actions/strategies can the client do to the 5-cut format to increase relevance to the users.

Design Implications – Affordance

The cuts on the bar itself affords the customer to touch it and use it as a guide on where they should break the bar to get enough for one laundry session. Unfortunately, the plastic packaging affects the legibility of the cuts. User experience can be improved by either making the cuts more visible via transparent edges in the packaging, or by making the cuts more prominent without sacrificing structural integrity.

Design Implications: Symmetry

People tend to prefer things that are symmetrical (or pantay). Symmetry will require using an even-number of bars. This will makes cutting the bars more natural instead of an odd-number bar. If Champion retains the 505g, this results in each bar becoming longer (or thicker). This leads to a higher perception of value based on lasting longer and handling more washes per session. 

Design Implications: Cognitive Loading

Terms used on product packaging to denote value were met with varying responses, ranging from positive to ineffective. Percent was deemed easier to understand compared to grams while the term “Big Time” proved positive and easy to remember.

Design Implications: Final Prototype

The result of this research was a product design recommendation that included improvements on packaging material, adjustments on pack copy and subtext, and a revision on product sizing to create better experiential symmetry, and produce a bar size that is perceived to last longer or wash more clothes.