P&G SPONSORED DESIGN PROJECT:
Packaging Innovation
Bringing Human-Centered Design to Life
In this P&G-sponsored project, we followed a thoughtful human-centered design process to reimagine the consumer packaging experience. Through empathy-building research, rapid concept development, iterative prototyping, and narrative refinement, our team transformed real user behaviors and insights into actionable design decisions. This journey reflects how deeply understanding people leads to clearer opportunities, and ultimately, better solutions.
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What we did
Conducted secondary research and In-Home Visits
Captured observations and mapped early insights
Translated findings into JTBDs, tensions, and HMWs
What we learned
Deepened empathy through real consumer behaviors
Identified clear opportunity areas grounded in need
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What we did
Generated early concepts and built low-fidelity prototypes
Ran CSV1 to gather consumer reactions and define requirements
Clustered insights and HMWs to refine direction
What we learned
Rapid prototyping accelerates clarity
Early feedback reveals which ideas resonate most
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What we did
Refined prototypes and tested them through CSV2
Prioritized strongest concepts based on evidence
Updated requirements to sharpen desirability and feasibility
What we learned
Iteration strengthens both design intent and usability
Evidence-based convergence builds confidence in the final direction
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What we did
Developed high-fidelity prototypes and visual storytelling
Crafted the narrative for our executive summary and final pitch
Built clear communication cues to support user experience
What we learned
Strong storytelling clarifies design decisions
Feedback cycles enhance the strength of our final message
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Deliverables
Final concept with high-fidelity prototypes
Consumer pitch video and executive summary
Impact
Validated solution aligned with P&G’s needs
Strengthened understanding of research, synthesis, and communication
Where we spent our time
Designing for people means spending the majority of our time learning from them. From deep research to rapid prototyping and feedback cycles, each hour invested helped us refine not just the solution, but the story behind it. This chart reflects how our effort aligned with the values of human-centered design.
MEET OUR TEAM
Our team’s strength came from the way we worked together. We fostered a culture of collaboration, clear communication, and collective problem-solving, allowing us to navigate ambiguity and make thoughtful decisions as a group. By combining our diverse perspectives and adapting as the project evolved, we delivered a solution that was shaped as much by our teamwork as by our design process.
