Case Study
By inhabiting the design process as a mindset, you appreciate every level of decision making as a creative exercise.
Later Daily Soaps is a personal project I brought to life to consider its potential as a business and to experiment with the design process and new software.
This is the first iteration of the concept. Further research, value proposition testing, prototyping, live experiments, product R&D and commercial analysis would be required in the next stages.
My personal observations were built upon through conversations with others and competitor research
I collected a list of things that impact people when they buy and use soap. I then narrowed focus on the insights that would guide the concept development.
Competitive analysis frameworks helped to identify the concept’s strategic positioning
The gaining popularity of direct-to-consumer and subscription models provides an opportunity to compete, by innovating in the way people buy and use soap.
Mapping the purchase, use and repurchase process for soap, exposed areas to deliver value through innovation
I used frameworks such as the lean canvas and service maps to bring the idea to life, refining my thoughts into a clear value proposition.
Brainstorming and rapid sketching techniques led to a product name and a initial 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.
The interactive experience was progressively refined by defining the customer needs at the service design level
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.
Product shots were made in 3D software, and illustrations were used to highlight the product value proposition
The colour palette and raw illustration style, balances the modern typography and crisp 3D renders. The page is responsive to accommodate mobile channels.
A short survey helped gain an initial signal on the strength or weakness 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. More assurance of the quality of the soap itself is also required before customers would commit to a subscription.