Becoming a parent is a whirlwind of choices—from strollers to bottles, the decisions can feel overwhelming. Recognizing this, Procter & Gamble aimed to simplify one key decision: choosing the right diaper. By developing patented LockAway Channels™ technology, their team enhanced the diapering experience considerably but needed a way to clarify its benefits to parents. P&G turned to Design Central, a trusted partner for years, to bridge the gap between this new technology and consumers’ understanding of the benefits.
Reducing sections of the absorbent gelling material (AGM) is the key to making a more effective diaper. This reduction of material creates channels for the liquid to flow evenly. The even distribution of liquid minimizes the well-known “diaper sag” and may allow for a more comfortable fit between the legs. The improved fit allows babies/toddlers to move as freely as they desire. With the LockAway Channels™ theory in motion, we began collaborating with P&G’s R&D team to pinpoint the ideal pattern direction (where to reduce AGM). With numerous potential channel patterns, the ideal design would effectively communicate this improved diaper experience to consumers.
Our experience with diverse non-woven projects within and outside of the diaper category allowed us to apply a broad range of insights, new materials, and emerging technologies to Pampers’ focused needs. Furthermore, our knowledge of garment construction and studio fully equipped with tools/materials proved useful as we tested various channel patterns. Our team easily manipulated non-woven material to apply effective gusseting techniques and helped the P&G team narrow it down, selecting the pattern that tells the story of innovation best.
Upon selecting the ideal channel pattern, our team played a unique contribution in user testing. Design Central was tasked with designing prototypes that accurately depicted a filled diaper’s shape and weight without using an actual liquid, as transporting a wet diaper to a research study was impractical. This illusion required us to experiment with materials to simulate the look and feel of a filled diaper, ultimately enabling P&G to present both a “before” and “after” experience to consumers. This level of finesse in prototyping allowed us to demonstrate the channel design’s impact, showing how the channels helped control liquid distribution, minimized bulkiness, and provided a better fit, allowing parents to clearly see the benefits of this new design.