Kimberly-Clark: Future of Bath Tissue
Role: Product Strategist
Kimberly-Clark has unlocked a new plant fiber ingredient with the potential to disrupt the bath tissue category. Through improving consumer experience while protecting natural resources, they seek to generate sustainable growth to #1 share leader in NAM.
The Challenge: Develop the brand identity and go-to-market strategy for this new bath tissue product, utilizing the power of design to disrupt category perceptions and commercialize with impact.
1.0 Research & Insights
2.0 Value Propositions
From our insights, we developed a portfolio of 15 value propositions, each focusing on a distinct consumer benefit.
2.1 Value Prop Testing
We tested these value propositions via a quantitative survey over a representative sample population to gauge reaction to 4 key attributes: appeal, believability, uniqueness, and likelihood to switch.
3.0 Experience Research
We received samples of the new bath tissue product with the special ingredient, shorthanded as ALF (alternative long fiber). We sent out these samples to consumers for experience research.
4.0 Concepts Portfolio
Drawing from our experience research and value proposition results, we developed a portfolio of 8 concepts.
5.0 Concepts Testing
We tested these concepts using a combination of quantitative and qualitative approaches.
5.1 Quantitative Approach
5.2 Qualitative Approach
5.3 Concepts Results
Our results helped us prioritize 3 concepts for our target audience, as well as identify opportunities for improvement.
6.0 Industrial Design
Toilet paper rolls are approximately 20% air by volume, due to the hollow core. I created an origami cardboard core that can compress during shipment, and expand/unfold when used.
