Always Discreet eCommerce Case (Persona and User Journey)

Always Discreet eCommerce Case (Persona, Storyboard, User Journey)

Background

eCommerce is a huge area of opportunity for the adult incontinence category due to its consumer characteristics and the shifting online shopping trend. P&G brand Always Discreet was just starting to focus on this area. I was tasked with delivering the first eCommerce shopper and user experience profile and recommendation for this brand to build the overall eCommerce and omnichannel strategy. (Note: below are the remake of my re-analysis of the brand’s eCommerce capabilities. My original insights and presentations cannot be displayed due to confidentiality agreement.)

Results and Impact

My research results are now been deployed across the brand organization as guidelines to build the eCommerce and omnichannel shopping experience for Always Discreet. The brand is now using my recommendations to optimize the online user experience on Amazon, Google, and the brand website. The result of this optimization resulted in a much more streamlined and relevant shopping experience with a 93% search accuracy rate on the first page of Amazon.com, up from 67%.

Methodology

Mix methods of in-person interview, eye tracking, remote qualitative testing, and survey
Population: US women 18+ who have adult incontinence conditions
Recruiting: Panelists by IPSOS, Usertesting.com, Nielsen, and others

Scenarios — Current Usage Demonstration

Using the results of usertesting.com, Amazon user data, Google analytics, and existing Always Discreet user insights, I constructed storyboards to demonstrate current usage of the 3 segments of users.
Hand sketch method was chosen to best demonstrate the key emotions and the different aspects of interactions of the users while allowing quicker iterations.