How to make household chores fun again.
How can Axfood contribute to social sustainability (increased well- being) and at the same time drive business through communication?
This was the original brief during the Explore Sustainability competition by Bergs with Axfood as its client of the year. Teams were divided up in four different brands and our teams brand was Fixa, the household supply brand.
TEAM
Santino Mariano - UX-Designer Madeleine Linderholm - Project Manager Ida Emteryd - Public Relations Gustav Brodin - Strategic Communication Elsa Henriksson - Communication Designer Irene Hagman - Growth Marketer Josefina Norén - Art Director
Responsibilities
Workshops
UX-Researcher
UI-Design
Solution
"The Clean Up Prenup" is a concept that raises awareness about the inequality of our household chores.
The concept's first outlet is a humorous agreement in form of a contract with a pinch of seriousness - a call to have a dialogue about equal housework. The agreement is a practical tool to help the target group break the ice and start a discussion about household chores at home. With elements of humor, we want to approach the subject in a relaxed way instead of using demeanor and pointing fingers.
With the second outlet, Fixa's shared dish bottle, we take the edge off an exhausted and tiring everyday debate at the same time as we nudge the consumer into behavior change. Lastly the challenge provided with shared dish bottle provides some fun again to the boring duties of household chores.
The Design Process: Double Diamond
Double Diamond: Discover
DESK-RESEARCH | ONLINE-SURVEYS
Through desk-research we concluded that Fixas products is everything for the home and related to household chores. Through the survey respondents told us that they feel wellbeing in the home when it’s tidy and clean. But it’s also a struggle who does them. Early on we particularly got stuck for UN:s target 5:4 - Recognize and value unpaid care and domestic work through the provision of public services, infrastructure and social protection policies and the promotion of shared responsibility within the household and the family as nationally appropriate.
Key-insights: 50% of the people in Sweden living in a household with more than one person in Sweden argue daily about household chores. Together with that doing household chores is extremely boring due to the habit of doing the same thing everyday without any kind of change. Same corners vacuumed, same bed made, same dishes cleaned.
How can Fixa fix this beef?
Double Diamond: Define
BRAINSTORM | THEMATIC ANALYSIS | HEAT MAP VOTING
After doing research for a week we formulated all the insights to a main 'How Might We' questions and five sub questions. The main 'How Might We' became:How can we create interest for low engagement products and at the same time raise awareness of the inequality in our households?
The ‘How Might We’s was our backbone during the ideation phase. I set up workshops for the team in Miro where we went through three ideation sprints. In the first one we used the crazy-8 technique The team got to set up eight ideas in eight minutes. In the second sprint we found thematic findings and grouped them together. In the third sprint we used heat-map voting to draw out the winners. The concept of The Clean Up Prenup was born in this stage.
Double Diamond: Develop
PROTOTYPING | USER-TESTING
After the ideation we created a dish bottle and a prenup contract. To test the interest in the product (Version 2.) on the market we made a user-test in a survey. 67% showed interest in the concept of a challenge but found the current design messy and unclear.
After further iterations we did several interviews to get rich qualitative answers in how people perceived the product (Version 4). Surveys are good for quantitative measures but when it comes to getting real answers you have to go deeper. Here the idea was clear and the respondents even were enthustiastic to give ideas of different contests but the respondents were also unwary of how they would get access to this contract. By putting it on the back of the product we reached the final solution (Version 5.)
.Lastly we did a smoke test on the target group to measure interest in the concept. During our short testperiod in two days we got over 100 page views on the landing page, whereas 25% clicked on ‘Buy Now’. A few of those even chose to leave their e-mail to be informed when the product was going to be launched. All this indicates that there is a genuine interest in the users to be a part of the concept and buying the product
Double Diamond: Deliver
CASE-FILM | PRESENTATION
After Berghs SOC chose to post some of the case-films on their instagram ‘The Clean Up Prenup’ was one of the fan favorites in terms of views, likes and comments. With the presentation we presented a tonality in form of a High Fashion-version glove as the mascot and forefront identity.
UPDATE May 21: FIRST PLACE WINNER OF THE BERGHS IMPACT AWARD