Baby Care Design Research
A deep dive into understanding the needs of nursing mothers in remote areas, this project provided key insights on affordability, accessibility, and product quality for diapers. The findings offered actionable recommendations to improve product offerings for Kimberly Clark, addressing mothers' needs and enhancing brand trust.
Context
The goal was to explore diaper usage among nursing mothers in semi-urban and rural communities and provide actionable insights that could drive innovation in product design.
The goal was to explore diaper usage among nursing mothers in semi-urban and rural communities and provide actionable insights that could drive innovation in product design.
Details
Time Frame:
March 1, 2021 – May 30, 2021
Role:
Design Researcher, Innovation Consultant
Involvement:
Data Analysis, Qualitative research
Overview
I successfully led a design research project focused on improving baby care products, specifically diapers, in remote areas of Rivers State, Nigeria. Through extensive qualitative research, I engaged with nursing mothers to understand their unique needs, preferences, and challenges related to diaper usage. The insights gathered provided a comprehensive understanding of the pain points faced by mothers in these underserved areas.
Challenge
Mothers in remote areas faced several issues, including
- Affordability: Diapers were considered a luxury due to their high cost.
- Accessibility: Diapers were not easily available in nearby stores, leading to inconvenience.
- Durability and Quality: Many diapers caused rashes and were not durable enough to hold waste overnight.
- Health Concerns: Hygiene and skin health were major priorities for mothers, especially regarding rashes caused by low-quality materials.
Solution
These are the places where customers interact with the brand, such as the website, social media, retail environments, customer service, and advertising. Each touchpoint should provide a consistent and coherent brand experience. The ease and satisfaction with which customers can interact with the brand’s products or services. Good UX is crucial in digital branding.
- I recommended the introduction of smaller, more affordable diaper packs, making them more accessible to socio-economic classes C and D.
- Partnering with local health centers and expanding distribution channels were suggested to make diapers more available.
- I advised enhancing diaper materials to prevent rashes and improve comfort for babies.
Results
The research insights were presented to the Board of Innovation and Kimberly Clark, a leading company in baby care products.
This collaboration offered the opportunity for the implementation of recommendations, with the potential to significantly improve product offerings and meet the needs of mothers in remote regions.