Who knew that taking out the trash could be a more enjoyable and even satisfying task? The innovative Scented Kitchen ForceFlexPlus Bags by Glad® transform a mundane experience into an elevated one with a lasting impression. Unlocking a more engaging and pleasurable trash experience meant in-depth consumer insight mining. Looking to Design Central, Clorox enlisted our help to discover “how,” hence beginning a thorough research-driven endeavor. Our design and prototype expertise would eventually build out the necessary consumer emotional territories that helped their team reinvigorate the everyday chore of trash disposal.
Glad knew from previous research that consumers felt indifferent about the idea of trash and the trash bag. Most wanted trash out of sight and out of mind. It was up to Design Central to uncover their emotional desires and needs to understand why. Using the primary research from Clorox, Design Central created consumer personas and product vignettes to test a range of experiences for categorizing the relevant and aspirational with which products consumers wished to engage. Consumers interacted with the vignettes, selecting features for desirability and performance, enabling the design team to cull the information for development opportunities.
The vision that emerged from the discovery process was an experiential and premium trash bag with color, pattern, and scent. The Design Central team developed concepts based on consumer design cues and Clorox's technical input. The group gathered for an invaluable multi-function ideation session that enabled the designers to create and fine-tune prototypes in real-time based on vital consumer feedback. The process paved the way for additional design iterations and prototypes, resulting in the design of the scented premium product with an embossed, contemporary pattern and prominent packaging to satisfy consumer demand at retail and in the home.