How can a line of beauty products speak to the needs and desires of a woman trying to navigate late mid-life?

DESIGNING FOR WOMEN OVER 55

A Fortune 500 company asked us to better understand women over 55, in order to design primary and secondary beauty product packaging that speaks to their evolving needs and desires.

Our partnership involved close collaboration with the client team start to finish, from in-depth interviews and immersions, through several rounds of industrial design and engineering prototyping, with continued validation that our designs were meeting the crucial needs identified together.

 
 

PROJECT DETAILS

OVERALL CHALLENGE - Design packaging that meets the premium desires of women over 55, while not reminding them of their emerging physical limitations

CLIENT PARTNER - Fortune 500 Company, Beauty Care, New Business Creation & Innovation

PHASES - Research + Strategy, Concept Ideation + Development + Refinement, Engineering

TEAM - Internal: 1 Researcher, 2 Graphic Designers, 2 Industrial Designers, 1 Mechanical Engineer, 1 Design Partner | Client: 1 Senior Design Manager, 1 Project Engineer, 1 Associate Director of Design

MY ROLE - Project Manager (end-to-end), Researcher

DURATION - May 2012 - January 2013, August - September 2013

RESEARCH OVERVIEW

LEARNING TARGET - Women age 55+, across the US and Canada

CORE RESEARCH CHALLENGE - How can a team consisting mostly of men in their 20s really step into the mindset and body of a woman in late mid-life?

PRIMARY METHODS/TOOLS -
Previous learning integration
Secondary research
Design inspiration boards
Empathy-building immersions
In-depth interviews (24)
Focus groups (3 sessions, 8 women)

KEY DELIVERABLES -
User needs framework
Packaging attributes
Design requirements
Executive presentation (design + delivery)

 
 

RESEARCH JOURNEY

 

GOAL

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CONTEXT + CONSIDERATIONS

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APPROACH

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KEY LEARNINGS

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IMPACT

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WHY THIS PROJECT STANDS OUT

KRIS WARD

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RIVER WATTS

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AIDEN JOHNSON

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FURTHER REFLECTION

BIGGEST A-HA -

BIGGEST SURPRISE -

WHAT I'D DO DIFFERENTLY NEXT TIME -

BEST QUOTE -

PROUDEST MOMENT -

BIGGEST CHALLENGE -

 

“This is a testimonial. Let your customers tell the world how great you are.”

Casey Johnson

“This is a testimonial. Let your customers tell the world how great you are.”

Kris Michaels

“This is a testimonial. Let your customers tell the world how great you are.”

Reese Mathers