I spent my summer in the heart of Michigan at the Organic Inc. agency as a User Experience intern. My team and I worked with Kimberly Clark on their baby care products - Huggies, Pull-Ups and GoodNites. The goal was to make it clear for the parents for when to transition from one product to the next between the three baby care products.
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How did I breakdown the problem?
Before solving the problem, I wanted to understand it. The following questions helped me to breadown the problem
- What is CRM and how brands as Netflix and BabyCentre.com engage with their users?
- Who are the stakeholders?
- How deeply is this problem hurting user base?
- Is the problem being addressed nascent?
- Is there already progress made in this direction?
- What is the scope of the problem
- What are the client expectations?
What methods I decided to apply and why?
After a quick brainstorming session, I decided to use qualitative research (interviews) as the baby care industry is concerned with user attitudes and goals. Though quantitative research (surveys) was important to validate if the user preferences and goals were consistent with majority of users. This methodology involves studying brands with the most influential user experiences. We chose to do Best in Class as it helps us researchers to think beyond the product segment. We studied Netflix, Babycentre.com, Pocket.com, Gap.com and Warby Parker to find how they leverage CRM to engage with their customers. Examples of best in class with Gap.com, Netflix, Pocket.com and BabyCenter.com