The Nest by Pampers Design Process

This process began with empathy and mindfulness.

My Role

Qualitative Research

Brand Identity

Design Concept

Programming

Spatial Design

User Testing

1. Research 

I spoke with old high school friends, now mothers, on Instagram and Facebook; chatted with tipsy moms at bars; worked with my team on a survey; and hosted a Netflix Babies Documentary watch party. 

Pain Points

Talking about pregnancy is taboo

 

"There are so many things no one tells youI didn’t realize how my body would never “feel” or “look” the exact same again. I didn’t realize it took [a] month for your organs to find their rightful place again either and that was more uncomfortable than I expected.” 

 

Megan, 26 Mother of one & one more on the way

Without support,  Motherhood can feel isolating 

"I went to all of my doctor appointments alone except one. Those were kinda lonely. Half way through is when their dad and I stopped talking. My parents weren’t quite open to talking about it, and none of my friends had experienced it. So I kinda just lived my normal life as if I wasn’t pregnant and then had them."

Kari, 28 Single Mother of Twins

Pregnancy is stressful

"Overwhelmed by decisions. What carseat to get? When to start saving for college? When to tour childcare center? Will I be able to breastfeed? Will my family be financially stable if I reduce my working hours? It's a lot of pressure to make the right decisions; sometimes I feel like I am making them alone. I'm afraid that I'll make a bad decision."

Sarah, 32, Mother of Three

2. Identifying User Needs 

Our users have a wide range of needs that vary depending on what stage of pregnancy or post pregnancy they're in. It was our hope to account for most of these. We needed to chose a brand that would be an advocate for mothers. We narrowed between Pampers, Gerbers and Huggies. 

3. Field Research 

My art director and I went to various Parent + Child spaces around the city to study space functionality and well as furniture ideas. We spent time at Cartwheel's & Coffee and Fairfield Area Library in Richmond, VA. 

Programming the Space to Meet the Needs of the User

  1. Sense of Community - large community space and smaller areas that bring people together 

  2. Learning - classrooms, active rooms

  3. Convenience - child care, cafe, Pampers store  

Spatial Design Inspiration 

Very calming & soothing vibes but also

boss ass bitch getting shit done type of vibes. 

Branding

wall graphics 

color palette

design choices

wall graphics - balance of calmness and movement

naming

Revenue Model 

Testing

Menu-02.png
Menu-04.png
Menu-08.png
Menu-07.png
Menu-06.png
About-01.png
Resume-16.png