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 you. I 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
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Sense of Community - large community space and smaller areas that bring people together
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Learning - classrooms, active rooms
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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
