Proctor & Gamble – Packaging Design & Engineering

Square Tile


About the Project

Procter & Gamble has decided to pursue Intellectual Property Rights on the final project we designed. Consequently, details about the specific P&G product and the final product are under a confidentiality agreement.

Through Northwestern’s Product Design Studio Proctor & Gamble asked student groups to tackle their long-term innovation projects. Myself and 3 other Engineering Design Innovation students were tasked with designing eCommerce packaging.

The process initially involved contextual user interviews to define a design direction.

Based on the interview research our team prototyped a series of low-fidelity prototypes (foamcore, cardboard, etc.).

Those low-fidelity prototypes were tested against another panel of users to focus the design.

Higher fidelity prototypes were generated (3-D printing, laser-cut wood) that were again tested with a panel of new users.

Finally, based on our initial design research in conjunction with our usability, we built out a final prototype that was pitched and selected for an intellectual property award by Procter & Gamble



Initially, my team and I conducted in-home interviews with consumers to get a contextual understanding of their experience with P&G’s current packaging solutions. The insights gleaned from those interviews were synthesized into succinct themes from which our team teased out our initial design imperatives


From there my team and I created low-fidelity prototypes that corresponded to our initial analysis of user needs. Prototypes at this juncture consisted of foam-core and cardboard to illustrate proof of concept.


The low fidelity prototypes were shown to users to get more pointed feedback on the direction our team had taken. The user feedback was analyzed in a similar way to the first user looks, and that feedback allowed our team to define our design direction more clearly.



With a more defined design direction and understanding of user needs, my team and I designed and prototyped a higher fidelity, human-centered packaging solution (left).


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