Young Designers 2011

Matic Reloaded: Product Demo for Machine Variant
Design for Retail Experience | PGDPD
C S Susanth
Hindustan Unilever Ltd., Mumbai
Machine variant
Design library
Label graphics
The brief for my project at Hindustan Unilever Ltd. was to enrich the demo experience for the machine variant detergent. I had to analyze the current packaging, evaluate the selected packaging and propose new designs, which would be stored in their design library. I worked on the graphics for the label design. In addition to that, a new ‘plannogram’ was developed to suit the selected design and ideas to augment the shelf presence of the product were worked on.

My aim was to design an interactive and engaging demo and create an experience that would enhance the product benefit. This holistic approach aimed to penetrate into the target consumers comprising women and homemakers of 25-45 years of age, who owned washing machines of LSM 8 to 11. A lot of work was put into developing the product demo, which would be rolled out in super-stores. The project thus covers three main areas of retail product: Demo, packaging and plannogram.

I studied the existing set-up and the company’s strategies against their competitors. The process also involved interaction with consumers at home and shopping areas, mapping user needs, behaviours and expectations, creating personas, scenarios and concepts. Ideation of concepts and prototyping followed, along with user-testing and feedback.

This project gave me the opportunity to understand the importance of the design process and punctuality and apply my knowledge of retail design. It gave me an insight into how a global company and well-established brand operates. The lesson I learnt was: “Persistence and perseverance keep the boat sailing.”
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