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Procter & Gamble Website Design
Role:
Sole designer
Time:
2016.03~2016.09
Introduction:
This project is cooperated with Procter & Gamble as my dissertation topic for my master degree in 2016. The topic is " Investigating a novel way to introduce perfume to young generation.
Since from the viewpoint of P&G aiming at building a new market entry point, the target is to focus on Generation Z. The research in my paper is regarding how visual references present the scent.
The final outcome is a website which can provide the service of designing personalized perfume scents. The design of the website is to create the best approach to presenting scent features with visual references such as images, colors and explanatory caption.
In the end, the results will show whether or not the concept of introducing perfume to Gen Z via this channel can work.
Design Tool:
Outcome:
Result:
40 candidates were asked to design their personalized perfume on the website by following the instruction.
After designing perfume journey, they were asked to do the questionnaire.
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The concept can enhance both group members’ interest in trying to design their personalized perfume.
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Using the website arouses their interest in perfume products.
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Most visual information such as images, colours and word-based descriptions are represent the scent well, as the result shows that the scores most users give are no lower than 3.
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The texts of introduction can be reduced and the website as a whole can be more infographic to facilitate users’ understanding of the contents.
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Designing personalized perfume is being chosen as most subjects’ favorite part of the website, and thus over half of the subjects would like to trust P&G more after using the website.
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This experience makes them more willing to purchase perfume from P&G or the brands that P&G cooperates with.
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The hypothesis that providing the service of personalized perfume can attract Gen Z consumers, build their trust with P&G and eventually make them purchase perfume products produced by P&G is proved by the result.
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Although the visual layout that refers to target smells has its limitations and some fragrance families can be improved with more accurate visual information, in general, the visual references representing smells help users understand smells better.
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The final test offers some insights and starting points for building a new market entry point especially for attracting Gen Zers. Based on Gen Zers' features and needs, new business and firms can take this project as a benchmark making them closer to commercial triumph.
Design Journey
錨點 1
Methodology:
The methodology which is used for this study was combined theoretical principles and practical experiences in order to provide a guideline for P&G and readers. In this way, the Design Process (5D’s) was presented in the double diamond shape which shows how designers work through five key stages: Discover, Define, Design, Develop and Delivery. And the different stages in Design Process have specific purposes associated to each phase of the academic principles.
Thinking Path:
Goal:
Build a new market entry point by offering sample products
Target:
Generation Z
Pilot Study
Generation Z Shopping Behavior
To know Gen Z better, I did the questionnaire.
The result shown as below.
Questionnaire:
Further Research
Psychology of visaul references
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The function of photo elicitation in strengthening a word-based survey’s validity and reliability.
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The same visual information may invoke different people’s various thoughts. People’s interpretation of photos may vary depending on the spectator’s age or status.
The association of smells and imagery
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The colors or shapes do have influence on odor perception, but they have limitations to present the different scent due to the fact that candidates have different opinions about the color.
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The result showed that the same color was matched to different scents. It might be caused by factors such as cultural background ad personalities.
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The information presented to the people can enhance the accuracy of association between the perfume’s scent and visual information.
Define
Solution:
Use digital way to attract Gen Z to understand the perfume family and provide the personalized sample product for them.
From this, P & G can build the relationship between the users and the brands. By understanding the user's needs better, P & G is able to create the right product for them.
Design
Mind Mapping
Big IDEA:
Develop
Workshop:
The purpose of the workshop is to understand what smell people think of upon watching the visual layout and thus to create the guideline to help decide what content will be shown on the website, such as images of the scent ingredients, word-based information and, more specifically, what colors and how layout should be chosen and presented.
The workshop was divided into two parts. The first part asked candidates to describe the smell after viewing the images of each scent ingredient. In the second part, the candidates were asked to match the images of scent ingredients to the perfume oils by smelling the perfume oils without any further information given to them.
The purpose of the first part is to simulate the situation when users visit the website to select the image to customize their own perfume samples. And the images which will be shown on the website are accurate enough to make people think about the same and right smells.
The purpose of the second part is to test the candidate’s accuracy between their imagination of the smell and the actual smell. The benefit is to have a prediction of the situation in which users receive their personalized sample and how they may satisfied with the actual scents of their personalized samples.
If the candidates are not familiar with the appearance of scent ingredient, they can not know what the ingredient is. Thus, it is suggested that providing the name of ingredients and a few key words to describe the smell can help users have a better connection between their imagination and the actual smell, especially for ower and plant categories. All the feedback from the first workshop are taken for the improvement of further workshop.
The result and feedback showed that the more visual information, the more direct the link between smell and visual references for participants. It can be the evidence supporting previous research regarding the psychology of visual references as well as the association of smell with imagery, colors and shape, meaning that visual layout can help present the scent better with the assistance of word-based information. Therefore, the result from both workshop sessions provide a guideline about how the visual layout for websites can be taken for the further work of designing the website.
Flowchart:
To build a new market entry point by introducing perfume to Generation Z, this website starts with introduction of fragrance wheel in an educational way. Second phase of the website is to allow visitors to choose their ingredients. The final part is to share recipes with other users.
Prototype:
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