HINDUSTAN UNILEVER
Unilever
EWS
Unilever's got a global squad of over 400 buzzing brands that are constantly launching exciting new innovations. But, tracking all this awesomeness can be a real headache, especially for their marketing team.
Team
Anshu
Duration
4-6 Weeks
Role
Discovery & Stratergy
User Research
Insights & Analysis
Data visualization
Wireframing
User Interface
Overview
I was excited for kick-off as I was the sole person handling the client, making design decisions and delivering everything!
Unilever is massive! They've got Beauty & Wellbeing, Nutrition, Personal Care, and a bunch of other categories covered. Each category has its own genius, the Category Head, who could sell ice to an Eskimo with their marketing strategies.
And who's behind the genius? The Brand Managers, of course! They're the ones cooking up fresh and funky ideas for new products, whether it's something completely new or a revamped classic, called innovations! These bright sparks oversee everything from planning to managing, making sure their brands always come out on top
NEED
Unilever’s marketing team needed an early warning system for their innovations across trade channels
Discovery
I had been given a KPI list along with a brief with which I had a vague idea of how things work within the realm of innovation.
As part of my discovery I found out that the managers focus on the 6 P's of marketing - product, price, promotion, place, people, and process - in order to create successful product launches.
As part of my discovery I found out that the managers focus on the 6 P's of marketing - product, price, promotion, place, people, and process - in order to create successful product launches.
Pre-Launch Phase
Includes developing a marketing strategy, product placement, Strategising package design, and planning Ad campaigns
Post Launch Phase
Includes monitoring consumer preferences for channels and stores, and ensuring their products are top-shelf material
4-6 Weeks
Plan
Research Plan
Immersions
Ideation
Wireframes
Interface Design
PowerBI compliant
Stakeholder Review
Although it was a challenging timeline, we were determined to deliver on our promise to the client. We even had a buffer week built in to account for any necessary changes
Primary
Research
03
09
Interviewed
9 brand managers, Max 2 from each Category
Recruitment
Selection criteria focused on diversity and balanced representation across categories
Method
Conceptual Interview
Contextual Inquiry
As part of my primary research, I recruited 2 Brand Managers from each category and conducted in-depth 45-minute interviews co-led with Anshu. We recorded each interview to facilitate further analysis and gain a better understanding of each manager's process, needs, and current challenges
The brand managers' processes were like a maze with no map. It took some head-scratching, but I managed to crack the code with some clever mapping and prioritizing.
Problems
New Brand
Managers
-
Identifying the various teams involved
-
Networking with these teams
-
Sifting through scattered data
Brand
Managers
-
Tracking launches channel wise
-
Reliable and realtime data was not available
-
Changing the brand strategy plan and updating all teams is tedious
Category
Heads
-
Gets weekly reports hence lacks and overview
-
Difficult to compare brands and track progress
-
Approval of brand stratergy plan is time taking
Insights
Brand Mangers view all their data channel-wise
Have 15 min approx to check in on data
Very few actionable items. Focus mainly to raise concerns
Ideation
Based on these insights, I made the decision to focus on creating a real-time dashboard that presents all data in a clear and concise manner, with a focus on highlighting any areas of concern and enabling easy collaboration between teams.
Summary View
-
Developed a dashboard concept to track data by channel primarily.
-
Focused on data visualisation that presents the most important information clearly and concisely to highlight areas of concern.
-
Ideated concepts by grouping of similar data across the dashboard.
Wireframes
Dashboards
5
Screens
40+
Iterations
2
I streamlined the wire framing process by optimising the user flow and reducing the number of required dashboards. I ideated layouts and prioritised data, resulting in an efficient display of information for quick action. Incorporating tiny elements for specific brand managers posed a challenge, but with two iterations, we settled on a layout that effectively conveyed the necessary information
I challenged myself to create detailed wireframes upfront to avoid spending too much time on high-fidelity designs later on. There were about 40 screens, including different views within the dashboard and switching tabs
1st Iteration
Unilever.com
Final Iteration
01
Trade Channel
Health
02
Data
Visualisation
03
Trade Parameters
04
Ad Campaign
Tracking
Interface
During the design process, I focused on adhering to accessibility guidelines, as the early warning system utilized a lot of red, amber, and green (RAG) colors. To ensure accessibility, I added alternate options to data points where necessary.
Clear Visualisation
Allows brand managers to easily identify potential issues and address them promptly, leading to more efficient decision making
+ Map View
Tracking
Progress
The interface enables brand managers to track launch progress and switch between pre and post-launch views. It provides real-time data to help make informed decisions
+ Checklist
Reflections
How did I feel working on this project?
I felt motivated working on this project with significant impact. Initially, I faced a challenge with the workload, but as I gained clarity on the data points, the process became more manageable.
What would I have done differently?
I definitely learned the hard way that pulling all-nighters isn't always the answer. There was a bit of a gap in the initial briefing, but that's just part of the journey.
What did I learn about each other from this project
Working with Anshu taught me the value of different work styles. She had my back when things got tough, and collaborating with her during research was a highlight
What did I learn about myself from this project?
I realised that sometimes I need to let go of the little things and embrace imperfection. It's all part of the learning process!
Craving more?
IU Mobile Redesign
Krab Financing
Adaptive Learning