KCC Universal Design System for Global Brands

UX Research

E-Commerce

Web-App

Client Project

As a UX design intern design intern at Huggies, I worked on improving the diaper rash experience by helping first-time parents find the right care guides for their infants. I collaborated with designers, product managers, and researchers to (1) provide users with tailored results and (2) educate them on rashes and different skin type.

Friendly reminder: This project was created in 2022. Since then, visuals changes has been made and this serves as inspiration for the live website.

The Team

Arthur (Sr. UX Researcher)

Andy (UX Manager)

Nancy (UX research)

Timeline

5 months, 2022

Tools

Figma, FigJam, UserTesting,

FullStory, Microsoft Teams

Deliverables

Surveyed 100+ parents from different backgrounds.
Collaborated with design team to ensure visual consistency for the design system.
Validated ideas through user research and presented business goals to stakeholders.

View Live Website

TLDR : To make things short….

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I presented the final solution but how did we get here?

1) Diaper Rash Visuals

Parents can accurately match their child's diaper rash symptoms with the visual images provided.

1) Diaper Rash Visuals

Parents can accurately match their child's diaper rash symptoms with the visual images provided.

2) Accommodating parents with wide range of skin tones

Parents have the option to select their babies skin tones based on their skin color.

2) Accommodating parents with wide range of skin tones

Parents have the option to select their babies skin tones based on their skin color.

3) Tailored Treatment & Care

Parents will be taken to the final results page where they can find their tailored products, next steps, and resources that they can skim through.

3) Tailored Treatment & Care

Parents will be taken to the final results page where they can find their tailored products, next steps, and resources that they can skim through.

Initial Problem discovery

Parents feel Ashamed and lack confidence because they do not fully know how to effectively treat their child's diaper rash.

Research

We surveyed over 100+ parents from different backgrounds to validate if the tool is needed in the first place

I conducted a series of tests with a Senior UX Researcher where we wanted to gain a deeper understanding into the parent's emotions, behaviors, and goals in their daily lives when diaper rash symptoms appears. This iterative process allows us to highlight important things like pain points, refine our problem statement, and shape our design strategy moving forward.

We surveyed over 100+ parents from different backgrounds to validate if the tool is needed in the first place

Research insights

New Insights; Lack of reliable and trusted information

Research indicates that there is a lack of understanding of rashes and treatment resources that can endanger a child's health, cause discomfort, spread infections, and disrupt the daily routines of parents.

New Insights; Lack of reliable and trusted information

Unreliable sources

There's too much information online to find the right source

Word of Mouth

Parents ask relatives or friends for personal childcare advice

Lack of Education

First time parents don't understand what to look out for

Revised problem statement

How can we provide reliable guidance to first-time parents to appropriately handle their child's Diaper Rash and also treat them?

multiple goals

A solution that aligns with user needs and business goals

We want to align user needs with business goals. Through standup calls and many discussions, we framed our brainstorming based on the feedback we received to navigate through these challenges we faced.

Users needs:

How might we assist parents find the right products to treat their child's diaper rash that they're looking for?
How might we recommend parents the products they need without misinforming them?
How might we build confidence for first time parents that are ashamed for not being educated on this topic?

Business goals:

How might we form questions that's both appropriate and also builds trust between the parents and the business information that's provided on the website?
How might we bring in traffic and turn them to loyal customers to the purchase Huggies products?
How might we attract customers to the Huggies website and have them engaged with the content?

A solution that aligns with user needs and business goals

Users needs:

How might we assist parents find the right products to treat their child's diaper rash that they're looking for?
How might we recommend parents the products they need without misinforming them?
How might we build confidence for first time parents that are ashamed for not being educated on this topic?

Business goals:

How might we form questions that's both appropriate and also builds trust between the parents and the business information that's provided on the website?
How might we bring in traffic and turn them to loyal customers to the purchase Huggies products?
How might we attract customers to the Huggies website and have them engaged with the content?

concept ideas

Exploring our Options

Around this time, I joined the research team and they already picked concept #2 due to time constraints and funding to the project.

Exploring our Options

Around this time, I joined the research team and they already picked concept #2 due to time constraints and funding to the project.

Ideation

Screens For User Testing

I brainstormed & created journey mapping and mid-fi wireframes to form question that has 4 parts.

01 - Babies History/Background

02 - Rash Diagnosis

03 - Rash History

04 - Products parents used

Screens For User Testing

I brainstormed & created journey mapping and mid-fi wireframes to form question that has 4 parts.

01 - Babies History/Background

02 - Rash Diagnosis

03 - Rash History

04 - Products parents used

Additional research insights

parents care about inclusivity and want more range of skin tones to Appropriately match their child's diaper rash Symptoms

Conducting usability testing reveals that parents would appreciate a variety of skin tones and seek improvements for clarity and to establish trust.

parents care about inclusivity and want more range of skin tones to Appropriately match their child's diaper rash Symptoms

Conducting usability testing reveals that parents would appreciate a variety of skin tones and seek improvements for clarity and to establish trust.

Not Inclusive

The color palette lacks a range of skin tones that matches the infant

Lack of Visuals

There are no good visuals to illustrate the descriptions of a rash

Invasion of privacy

Parents expressed discomfort in disclosing their child's information

multiple Iterations

A/B Testing: Diversity and Inclusiveness

We conducted A/B testing to make sure the designs I created are inclusive for the range of skin tones and helpful for parents to choose from based on previous feedback.

A/B Testing: Diversity and Inclusiveness

We conducted A/B testing to make sure the designs I created are inclusive for the range of skin tones and helpful for parents to choose from based on previous feedback.

Parents Are Visual Learners

We added visual images to give parents a clear idea of their child's condition and helps them them to match it with the accurate descriptions of the diaper rash.

User Control & Tailored Results

We gave the user control to parents where they have the option to go back to correct their answers in case if they made mistakes and also have an easy way to navigate through the content.

Branding

Applying Typography & Colors

I utilized components from the Huggies design system including featuring Huggies' iconic red and white elements to complete the design revisions for the high fidelity mockups.

Applying Typography & Colors

I utilized components from the Huggies design system including featuring Huggies' iconic red and white elements to complete the design revisions for the high fidelity mockups.

Final Screens

Takeaways

Balancing between different goals for consumer & Business

I wanted to aim for a balance that supports ongoing business growth and user satisfaction (parents).
I want to refrain from suggesting only all Huggies products and include others so it's not biased.

I want to take actions that will prevent users think the care tool will harm users or exploit their data

Balancing between different goals for consumer & Business

I wanted to aim for a balance that supports ongoing business growth and user satisfaction (parents).
I want to refrain from suggesting only all Huggies products and include others so it's not biased.

I want to take actions that will prevent users think the care tool will harm users or exploit their data

Get in touch with me at

nancymadesign@gmail.com

work

about nancy

for fun