Empowering consumers to reduce waste with reusables

 

duration

1 year

tech

Adobe CC
Figma, InVision
SketchUp, KeyShot

skills

Primary and secondary research, analyzing / synthesizing data, ideation, UX design, wireframing, prototyping, & graphic / visual design

Role

Designer
Researcher

 
Newell Flow Chart 2.png
 

Background

Effects of environmental changes and the efforts to reverse the damage done have become an increasingly urgent and important social topic. Because of this, consumers are more conscious of the potential impact their day-to-day decisions and purchases have. Contigo® sees this as an opportunity to expand consumer awareness around the benefits of reusables versus disposables and the role they play in our journey toward to a more sustainable future.


Research

Through several channels of industry research, our internal brand and marketing teams collaborated with design to assess viable new product ideas. Products then came to life through rounds of iterative design, testing, and evaluation by the industrial design and engineering teams. During this process the product concept, messaging, and prototypes were market tested to provide the insights needed to understand our customers and their needs.

contigo® users

25-40 Years Old

Commuting Professionals
Busy Parents
Impact Conscious
Active Lifestyle

purchasing influence

High-Design
Performance
Convenience
Personal Expression
Functional Benefits

product features

Spill-Proof
Leak-Proof
One-Handed Operation
Easy-Clean Lids
BPA Free

 

Package Design
+ Response

As the physical product took final shape, graphics and packaging were brought in. With insights gleaned from rounds of market testing, we collaborated closely with the industrial design team and packaging engineers. Together we created and tested packaging prototypes that would meet retail standards, highlight functional benefits, and emphasize shelf impact.

Given that customers spend mere seconds making purchasing decisions, we used iterative design to explore how to successfully convey no more than three immediate visual cues on shelf.

When it came to incorporating the benefits of reusables, I began forming hypotheses from in-store observation, marketing evaluation, and customer interviews. All of which challenged my initial assumptions that the packaging should include prominent reusable benefit messaging.

Integrating Reusable Messaging

My refined design hypothesis took shape based on my primary research and behavioral science theories (e.g., the habit loop). I learned that while many Contigo customers self-identified as environmentally conscious, that message wasn’t enough to drive a purchase. In addition, customers saw reducing disposable waste as a real concern, but due to the size of the problem it felt difficult to solve at an individual level.

Based on this, messaging nudges that create accessible and empowered behavior change seemed the appropriate way to reach Contigo customers.

I created multiple design concepts that fit seamlessly into the retail site’s current flow, as well as microinteraction rewards for customers upon adding an item to their cart. 

Site flow and messaging analysis

Site flow and messaging analysis

 
Wireframes

Wireframes

Full shopping wireframe.jpg
PDP wireframe 3.jpg
High-fidelity mockups (three options)

High-fidelity mockups (three options)

Desktop Option 3_Ad.jpg
Desktop Option 2_Checkout.jpg