5 November 2007

The role of consumer experience at P&G

Be the first to share

P&G
According to an article in Adweek magazine, P&G’s efforts to reinforce consumer perception of quality in its brands will be a key to the company’s success.

“Historically at P&G we looked at product performance. We didn’t pay as much attention to product experience,” says Claudia Kotchka, vp, design innovation and strategy at P&G. “Obviously the product [the P&G Gain detergent] cleans fabulously, but this is all about joy. When consumers open the bottle, they like the smell. The bottle itself is much more whimsical. It’s about taking the elements people wouldn’t think are important and having them add up to the overall brand experience.”

The article goes on to discuss the role of design in the company:

“Design at P&G is not a centralized function,” says Kotchka. “All of the designers are in the business units. We have them sitting with our R&D working on innovation from the beginning, sitting with our marketing folks, working on branding from the beginning. That’s a big change from the historical approach of handing it over the wall at the end. … Looking at design as part of the total consumer experience is critical.”

However, design is just “one piece of the overall product development and marketing challenge—albeit an important one”.

“If you look at design as part of the entire consumer experience, it’s critical,” notes Kotchka. “But we don’t try to quantify design as something different from something else; we measure what is the total consumer experience with this brand and this product. It’s very holistic.”

Read full story

Be the first to share
13 February 2016
“How we used design research to launch The New York Times en Español”
A year ago Juliette Melton led a design research field project to explore how The Times could best share its journalism with the Spanish-speaking world. What the team learned from that in-depth research — as well as …
13 February 2016
[Paper] Understanding user motivations and drawbacks related to product repair
Understanding User Motivations and Drawbacks Related to Product Repair By Nazli Terzioglu, Dan Lockton, Clare Brass (Royal College of Arts) Conference Paper, Sustainable innovation 2015 The Centre for Sustainable Design, London This paper presents the findings from an exploratory …
2 February 2016
The secret UX issues that will make (or break) self-driving cars
In an unassuming research lab, Volkswagen is solving problems that Tesla and Google haven't come close to cracking. Cliff Kuang reports for Fast Company. In his article he features the work of Brian Lathrop, who runs …
30 January 2016
Is design thinking the next big thing for U.S. power?
The U.S. Army is already using design thinking to inform its battle doctrine, and now voices go up to apply it to US foreign policy as well. Design Thinking Comes to the U.S. Army by Roger Martin The …
30 January 2016
Design thinking for museums
The Design Thinking for Museums site is the outcome of a 2012 partnership between the San Francisco Museum of Modern Art (SFMOMA) and Stanford’s Hasso Plattner Institute of Design (d.school). It is conceived as a …
29 January 2016
[Report] Consumers more frustrated by smart home apps than devices
New report by Argus Insights suggests disappointing apps break user experience, may cause decline in consumer delight over time. The Smart Home ecosystem comprises both hardware devices and software apps and together they are supposed to …
29 January 2016
Replacing Personas with Characters
Because personas focus on creating a story made up of a customer’s attributes, instead of a story that explains a purchase, personas leave the brain in a unsatisfied state, argues Alan Klement. To fix this, …
27 January 2016
Human-machine interactions and the coming age of autonomy
Melissa Cefkin is a Principal Scientist & Design Anthropologist at Nissan Research in Silicon Valley where she explores the potential of having autonomous vehicles as interactive agents in the world. In an article that was published …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

1 January 2016
For when things get personal…
13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

See all articles