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Who Gives A Crap is a toilet paper company with a difference. They give 50% of their profits to WaterAid to build toilets and fund sanitation programs in the developing world.
The client approached us to assist in research, ideation and testing of a new website to include new product lines (paper towels and tissues).
This was and still is a commercially sensitive project as the products are yet to go to market. I co-produced the report, research, wireframes and prototypes along with my team members Jackie Antig and Richard Lipp.
I cannot show actual product images due to commercial sensitivity so here are some rendered images of what the new products might be!
Our brief to consider ways of introducing new product types into an existing e-commerce platform which was built around one product. The customer base is split between one-off purchasers and those on a regular subscription.
My role was to act as project manager, tracking the project in using GANTT chart, organising the daily stand-ups as well as taking the lead for the competitor analysis. Together with my team mates I co-produced a clickable Axure RS prototype which we tested and iterated before presenting our findings to the client
My approach to the competitor analysis was to review other companies who offered subscriptions and bundling options to see how they presented their products to their customers.
The mobile phone market has probably one of the most complex bundling offerings so we chose a phone company to compare along with a more traditional e-commerce platform like Amazon and some unique site such as Harry’s and Birchbox.
I co-produced user research, interviewing customers and non-customers who fitted into our target demographic. I also helped to review the user research report and persona development process.
I co-produced a new user flow based on the competitor analysis, user research and existing site data that we had. This was to include the new product lines that the company wanted to offer their customers.
Key to this golden flow was not confusing the customer by presenting too much choice and yet offering them with relevant content at the appropriate time.
We developed a working prototype with Axure RS to test the usability of a guided product selection flow. Central to this was the existing toilet paper product, which based on our research will continue to be the key product for Who Gives A Crap.
We presented customers with the options of adding tissues and paper towels to their order of toilet paper. We got some great insights and feedback from this process.
The team at Who Gives A Crap are working out the logistics, etc. associated with launching 2 new product lines.
In the interim, based on our research and recommendations, they have iterated the current website within the existing CMS and e-commerce platform to improve the language used, the way subscriptions are offered (using the words ‘deliver every 8 weeks’ instead of 8-weekly).
There is now better guidance given to new visitors (see details link added) who may be considering a subscription. The value proposition of a subscription, i.e. never running out of toilet paper again, is clearly presented near the ‘ADD TO CART’ button.
