This project was conducted over a series of four semesters from 2014 to 2016. The Live Well team was first tasked with understanding the cleaning cultures of the aging population. Over time, the project evolved to assess the ergonomic cleaning needs of the 65+ consumer. The team then intended to better understand how Swiffer products could fit those identified needs, from in-store selection to in-home use.
The Live Well team used design tools, interactions and activities to gain insights from target consumers. First, they conducted an Empathy Session where the team utilized tools to simulate several conditions, including various eyesight conditions, hearing impairment, arthritis in hands, and limited flexibility of arms, legs, and back. Next, the team conducted In-Store Research by making multiple store visits to Target, Meijer, and Kroger with the goal of capturing the first moment that consumers interacted with Swiffer products. This helped the team to understand the location of the product in-store, and to observe how Swiffer’s new rollout was displayed. Lastly, Consumer Interactions were crafted by setting parameters and priorities for each session, which would be held during the Ideation Phase. The team discussed interview guidelines and ways to engage consumers in conversation.
The Live Well team visited consumers' homes to conduct interviews across the 65+ population. During these interviews, they first conducted an ergonomic study of how the consumer cleaned their home. This was done by having participants use a traditional dustpan and broom to sweep and collect dirt. Points of limitation were marked on the floors and counters and it was noted that their knees and lower back received the highest amount of stress. The team then facilitated questions to understand the cleaning habits of this population. The interviews ended by observing the consumer interacting with the existing Swiffer product in the store. Once they returned to their home, the team observed each consumer unpackaging, assembling, and using the same product.
Three main takeaways from these interviews were as follows:
Consumers were confused during the in-store interactions while determining what product they were there to purchase.
Consumers needed a tool to assist in opening the packaging.
Consumers enjoyed the product once they got past the packaging and corresponding barriers.
A second round of user testing was conducted at a later date to observe the pros and cons on the packaging of Swiffer's Duster, WetJet and Sweeper products.
For the Sweeper and WetJet, it was important for the packaging to clearly state what the product is, what the product package contains, and information showing what surfaces the product cleans. For the WetJet specifically, it was important to notate how to refill the product and how consumers would achieve a better clean compared to other brands. For the Duster, it was notated that the package should have clear and intuitive instructions on how to open and use the product.
Based on these insights, the Live Well team rearranged and added new information to Swiffer's packaging, with the intent of educating consumers on how to unpackage each product. The team also created a perforated line, which continues to the bottom of the package, to make the packaging easier to open. All of these changes were designed to be mindful of the unique needs of the 65+ population, which were identified throughout Live Well's research.
In regard to the in-store experience, the Live Well team focused on redesigning shelf signage, product samples and wayfinding floor decals.
Tabs help consumers confidently search for a specific product by outlining which group of products are on each shelf space. This includes identifying original, scented and extra power offerings for each of the product refills.
Product samples allow the consumer to fully view the assembled products, as well as their refills. This empowers consumers to purchase the correct product for their cleaning needs.
Floor graphics in front of the display provide a comprehensive guide to buying refills while keeping shelf space open.
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