Later

With a design mindset, creative problem solving can be applied to all aspects of a product concept

Later Daily Soaps is a personal project from 2018, that I brought to life to validate its potential as a business and experiment with the design process and tools.

Further research, value proposition testing, prototyping, live experiments, product R&D and commercial analysis would be required in the next stages.

There is an opportunity to change the way people buy soap through a direct to consumer soap subscription

I tested personal assumptions through customer interviews and competitor research

I surveyed peoples preferences and selection criteria when buying soap. I identified key insights to guide concept development.

Today, soap companies comptete based on product features, with almost no attempt to innovate in the purchase experience

I used competitive analysis frameworks to identify market opportunities and ways to differentiate

The gaining popularity of direct-to-consumer and subscription models provided an opportunity to compete by innovating in the way people buy and use soap.

Later Daily Soaps is a soap subscription delivering a customized package of hand and body soaps each month, saving money and the environment

Mapping the purchase, use and repurchase journey exposed areas to innovate

I leveraged well known frameworks such as the lean canvas and service maps to bring the idea to life, refining towards a clear value proposition.

Art direction for Later Daily Soaps brand

Visual brainstorming techniques led to a product name and a working-brand

The name is a play on the word ‘lather’ and ‘daily soaps’ reinforces that soap can be an everyday pleasure.

The brand needed to be distinctive even when its packaging had been removed so I used 3D software to design the bar itself.

Samples of user flows

The experience needed to consider the cyclical customer journey beyond the digital touch-points

The user experience goal is to help users confidently purchase a subscription.

A calculator helps users understand the amount of soap they will require and the cost, based on the type of soap they want and number of people in their household.

Website visual design including 3D modelling and illustration

Product shots were rendered in 3D software, with illustrations highlighting the product value proposition

The colour palette and raw illustration style, balances the modern typography and crisp 3D renders.

Summary of survey results

A landing page and short survey helped gain an initial signal on the strengths and weaknesses of the product assumptions

The survey suggested that whilst a subscription model may be very interesting to some, many are tied to liquid soap or a specific brand, and aren’t ready to change for convenience, price or environmental factors.

I found that more assurance of the quality of the soap itself is also required before customers would commit to a subscription.