P&G, Pampers
Designing diapers for a global market.
Industrial design, overview work from 2011-2014
Project background
Pampers is a global brand from P&G. As a leader in the diaper industry, Pampers is always looking to stay ahead of the competition while trying to increase profit margins. As a senior industrial design consultant at a design firm, I worked with P&G from 2011-2015.
Design brief
Here in the US, pull-on pant diapers are typically used for potty training.
In Japan, pull-on diapers were more common for babies of all ages.
Different markets with different consumers led to two different products. However, these two pant diapers were manufactured with two completely separate methods.
Our objective was to determine which manufacturing process—Japanese or American—could work to create a desirable product for the other market… all while continuing to beat the competition.
American potty training pant, EasyUps from P&G, 2011
Japanese diapers, 2011
More than just print
Before consumers know how a product will perform, they look for certain design cues. Parents in Japan looked for different qualities in a diaper then those buying pull-on training diapers in the US.
Taking inspiration from athletic clothing for performance cues, we translated ideas into swatches with diaper materials, while considering actual manufacturing methods. Through prototypes, explored following categories: silhouette, fit, material, texture, and print.
Understanding consumers’ perceptions
Creating hundreds of swatches and full prototypes, we received constant input from potential consumers. It was important to understand what traits signaled performance in Japan and in the US. And how we could actually improve performance by form and silhouette.
For instance large printed waist or leg bands often signaled a leak-proof fit for Americans. While in Japan, those traits were often seen as constricting and bad for baby’s skin.
With these insights from each demographic, we were able to define the driving design principles. After which we worked with Pampers engineers to create a holistic design that could be mass produced.
Research was held in Cincinnati and Chicago, as well as Kyoto, Japan
Design report with insights from research and guiding principles.
US product
launch
We worked with Pampers to develop a US product with the manufacturing process used to make diapers in Japan. Reducing manufacturing lines to a single process saved manufacturing costs, while also improving the product.
Comparing the US market competition
Huggies Pull-ups
Pampers EasyUps (launched 2016)
Underwear-like look & feel:
360 degree print and elastics.
Clearly defined waist and leg bands
Soft, smooth, cotton-like nonwoven materials
Uniform and flat gathers through the hip.