Background

The ZERO product road map introduces our first 100 % plastic free product in 2022 and builds to be a complete 100% plastic free nappy change solution by 2025.

ZERO plastic free products will come with an end of life solution that removes the burden of waste disposal from traditional landfill management with an elegant in-home composting unit by introducing commercial grade composting to the home.

The team had some early customer insights, but they needed to go deeper to understand the needs of customers and their purchasing drivers.

Objective

To clearly articulate the needs of customers in terms of their purchasing drivers and product needs, to guide the product development and brand team.

Project

26 qualitative interviews, synthesizing results, making meaning from the data, and crafting prototype personas and understanding consumer behaviour.

Process

01: Discovery - The team conducted qualitative interviews with 26 mothers to identify product needs, social support networks, purchasing decisions, online habits, and environmental attitudes.

02: Synthesis - The team synthesized the data into key themes. They identified patterns in the data and organized key insights into meaningful insights.

03: Insight - Once we had our key customer insights, we mapped that back to the ZERO brand, and the key value of our products. We also explored some opportunity areas that we had not yet identified. 

04: Design - The team articulated customer drivers and created a rich report and data bank for all future design work. These insights continue to inform company wide strategy for brand, product roadmap, physical prototyping, packaging, and all customer communications.

Results

Cut through insights that could be fed into the brand strategy, make key decisions about the product roadmap, and inform physical prototyping, packaging, and all communications.