Project Sponsored by Procter &Gamble

Under Confidential

Team Project

My Role: Design Research, Prototype Conduction, Visual Expression (ID Sketching, Illustration, Rendering )


This 10 weeks' team  project is based on the new technology developed by Procter & Gamble. My Team developed a new packaging and delivery method for this new technology.

We iteratively went through the procedure  from design research to   prototype testing 

We generated prototypes from low fidelity  to high fidelity

We were struggled on finding the real problem 

We experienced the bias in design 

We overcame those obstacles finally by constantly adjusting the plan


1st Run


Identifing The Problem

After talking  with  8 customers during in home visit about their current using experience and observing their using procedure ,   the current user journey has been portrayed and insights has been obtained.



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Building Prototypes And Testing

Based on the insight and problems we identified previously, we built multiple low fidelty prototypes to let our customer experience during the customer visit and reflected on their feedback.




Learning From Failures


What happened


Our prototypes failed to continue inspiring  customers to think  what they want

They hesitated before trying some prototypes.

They ignored or unnoticed some features designed on purpose.

They met difficulty to think beyond what they saw. 

Our design strategy was pivoted into a wrong direction once after the visit

We highly relied on customer's feedback.

We failed to pinpoint the real problem behind their answers.


Overcoming  barriers

My team kept trying and brainstorming  until we figured our amazing final solution.  

Rather than highly depend on user's feedback, we dig  deeper to identify the real reason behind their reaction. We put empathy on our users, and at the same time we kept viewing those feedback from a macro perspective.


What did I learn

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We need to understand our customer's bias and  either mitigate it or even take advantage it

As designers, we should always try to put our feet on our customers' shoes and put aside our own assumption

We should realize that customer sometime does not know what to imagine beyond what they want