Tena SmartCare

Revolutionizing Diaper Management

The Change Indicator project aimed to revolutionize diaper management by introducing a sensor strip attached to diapers that measures urine saturation levels. This information is relayed to a dedicated app, notifying caregivers when it's time to change the diaper. The dual goal was to enhance the caregiver's experience and improve the quality of life and autonomy for the loved one.

Definition

Initiating with a comprehensive understanding of the incontinence sector, the team explored potential use scenarios, barriers, and opportunities. Utilizing client research, we mapped the digital ecosystem for incontinence and product sales. Business models for different scenarios were defined, prioritizing B2C-Online consumer and B2B2C-Hybrid model. Specific customer segmentation and journey mapping provided the foundation for scenario hypotheses validation.

Validation

I joined the team during this phase, focusing on validating hypotheses related to the value proposition, customer relationship, our client, preferred channels, and cost structure. Interviews, online surveys, and a focus group session were conducted, along with mapping customer journeys to identify key interaction points.

Understanding the Caregiver (CGR)

Through validation, we discovered that CGRs struggled to balance their activities while caring for their loved ones. Their preference for purchasing diapers through physical channels and reliance on trusted pharmacies led to the decision to adopt a hybrid model. Health care providers, particularly nurses and pharmacists, played a crucial role in raising awareness.

Launch Plan

Identifying the need to include pharmacists and nurses in the strategy, we explored potential risks and optimized digital channels. The launch plan aimed to position the brand in the digital ecosystem, emphasizing the value of caring. Communication territories and key messages were defined to guide all launch initiatives. Considering the novelty of the product, objectives and KPIs were established along the conversion funnel. The plan was activated through eight strategic levers.

Pilot Testing in Spain

The first pilot test in Spain evaluated five families interacting with a Change Indicator prototype in real-life scenarios. The objective was to identify the real value of the CI, assess usability, and build a functionalities & improvements backlog.

Pre-commercial Release in Portugal

Continuing from the Spanish pilot test, a pre-commercial release in Lisbon involved 50 families using the Change Indicator. The test spanned 4 weeks with 10 families and 2 additional weeks with 40 families. Post-test, willing families continued product use for three months to evaluate long-term usage and support needs.

The Change Indicator Today

After extensive research and pilot phases, Essity launched the CI in Portugal due to a better market fit. Portuguese families, responsible for purchasing their own diapers, demonstrated a willingness to invest in solutions like the CI for the benefit of their loved ones.

Building a Long-Term Relationship

Throughout the project, a strong client relationship was cultivated, paving the way for continued collaboration on human-centered projects beyond the Change Indicator, combining empathy with service and business expertise.

🥸 Why I selected this project?

Over a 3-year period and across multiple project phases, we cultivated a robust relationship with the client founded on trust and receptiveness to a human-centred design process. This trust helped us keep working with this client for different projects, showcasing the enduring impact of a human-centric approach on long-term collaborations.