Background
Swiffer and the Power Mop
Swiffer
“Swiffer,” referring to its capacity for “swiftly and effortlessly sweeping and swiping.” In 1999, Swiffer introduced a convenient alternative to traditional mops and brooms, offering a quick and effective way to clean floors, dust surfaces, and tackle everyday messes. The product line has since expanded to include Swiffer WetJet, Swiffer Dusters, and Swiffer Sweeper.
Swiffer Power Mop
In 2022 fall, the latest Swiffer Power Mop was developed to serve as the successor of WetJet Product. Before the product debut, the Live Well Team was appointed to conduct independent premarket research to better understand consumer attitudes to the new Power Mop pad and other Swiffer products.
Goal
Findings the Moments of Truth
The Moment of Truth (MOT) refers to a critical point in the user or customer journey where they form an impression or make a key decision. In this study, our goal is to identify those moments of truth within the Swiffer purchase and usage. Target to millennial and older adult user groups, our objectives fall on the following aspects:
Objectives
1. Test and evaluate the Swiffer Power Mop product concepts
2. Research unboxing experience of Duster product
3. Identify other potential moments of truth of the Swiffer products
Process
Frame, Explore and Create
The process includes three key phases, frame, explore and create:
In the Frame phase, the team interviewed and observed 20 participants (10 millennials and 10 older adults) on their experience of shopping, unpacking, and usage. We employed various research methods, including context inquiring, semi-structured interviews, visual analysis, user journey mapping, and persona development to collect initial feedback and find the moment of truth.
Afterward, we invited participants to test the power mop pad prototype with a designed scenario, giving us a chance to explore their reactions, feedback, and willingness to purchase.
In the end, the team visualized the research insights through diagrams, maps, and reports. Several design concepts were also included to probe the potential directions of Swiffer product ecology.
Outcomes
Consumer research report
We conducted over 40 in-home visits and interviews (20 participants, 2 visits each), capturing extensive photos, videos, and transcripts to document how users interact with Swiffer products and their attitudes toward both current and future Swiffer pads. We synthesized this data into 9 user archetypes and visualized consumer's overall Swiffer experience from 3 user journey maps, providing a clear and accessible visual representation. Additionally, three duster package concepts and six conceptual product ideas were developed and delivered to the P&G design team for further exploration.
40+ in-home interaction records
We conducted over 40 in-home visits and interviews (20 participants, 2 visits each), capturing extensive photos, videos, and transcripts to document how users interact with Swiffer products and their attitudes toward both current and future Swiffer pads.
9 User archetypes
& 3 User journey maps
We synthesized this data into 9 user archetypes and visualized consumer's overall Swiffer experience from 3 user journey maps, providing a clear and accessible visual representation.
3 conceptual design
Additionally, three duster package concepts and six conceptual product ideas were developed and delivered to the P&G design team for further exploration.
* Detailed information was blurred to maintain confidentiality.
