CARE BY PLEDGE
Help a classic brand revitalize its position in the market and define path to compete in the floor care category.
Envision how Pledge can compete in floor care.
SC Johnson wanted to create a product for the Pledge brand that could compete against P&G’s Swiffer offering. Their initial strategy relied on making a more convenient product than the competition. My challenge was to help SC Johnson to define a way to differentiate itself in the floor cleaning category and compete against Swiffer under its Pledge brand. My team began by examining the current floor care experience through consumer ethnography, shadowing, and artifact-driven activities with consumers.
MY ROLE
Vision setting
Design direction
user research
Team, client, and project management
Hands-on research, design, and strategy
COMPANY
SC Johnson
Reframe the problem.
Through consumer research, we were able to identify unmet needs. We were able to reframe the problem beyond cleaning to focus more on surface care.
Define the experience.
The personality of Care by Pledge is shaped by three attributes:
Gentle, Clear, and Empowering.
Visualize and guide development.
We visualized a new brand experience, and created guidance for internal and external development teams through a design language and product examples.
