Swiffer Packaging Redesign

How we learned from older adults to redesigned the Swiffer packaging experience.

Using ergonomic data, unboxing observations, and shop-alongs, Live Well Collaborative partnered with Proctor and Gamble to totally redesign the packaging experience for the Swiffer WetJet and Swiffer Sweeper products. The result? Beautiful packaging that's easier to open, easier to read, and leads to better overall experiences at key moments of truth.

The challenge

Universal design says that designed for the extreme use cases creates a better experience for all. This project started as an assessment of the cleaning needs of the 65+ consumer from product selection at store shelf to in-home use.

The insight

New packaging was released for the WetJet and Sweeper in June 2018 following co-developing prototypes with P&G designers and testing 7 packaging prototypes and 4 instruction concepts with consumers.

The deliverable

Many of the pain points could be solved by addressing one area — packaging. Product education at store shelf, unboxing struggles, and assembly directions all go back to clear, legible, and intuitive packaging design.

Expertise.

Shop-along Observations
In-home Interviews
Hand Drawn Sketching
Behavioral Analysis
Prototype Testing
Ergonomic Analysis
Shelf Analysis

problem

Universal design drives a better experience.

The research started with in-home interviews and shop-alongs with 30 consumers. The team discussed current cleaning habits and reviewed cleaning supply storage before taking consumers to the store to purchase Swiffer products. For some, this was their first time interacting with the brand. Next, consumers unpackaged, assembled, and used the products for the first time. Numerous challenges occured including confusion around product selection, tool usage to open packages, and frustration during assembly.

Approach

Taking action on research findings

After two design workshops with the Swiffer design team and their prototyping partners, we developed multiple packaging prototypes to test for each product. The packages included new graphics highlighting product features, larger and clearer directions, different opening methods, and clear assembly steps. The team tested 3 Duster, 2 WetJet, and 2 Sweeper prototypes with 60 consumers.

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APPROAch

Test, refine, and repeat

The team analyzed over 50 hours of video to complete a detailed analysis of the successful/unsuccessful opening methods, findability of directions, and consumer's perception of required force. These findings combined with qualitative feedback led to final recommendations for each product line.

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OUTCOME

Delightful packaging and delightful use

The new WetJet and Sweeper packaging reflects not only the original findings but also insights gained during the prototype testing. Changes included updated refill packaging, a new opening locaiton and style, new directions location and style, and simplified graphics and product education.

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The Live Well team also presented the work across P&G leadership and during their annual internal cleaning consortium.