CLIENT:
PAMPERS
DURATION:
5 MONTHS
ROLE:
UX DESIGNER
KEY CONTRIBUTION:
LED RESEARCH
about.
At TBWA\Proximity, I worked on the Pampers account for two years, helping evolve a website with millions of monthly users. While tools like the “baby name generator” drove traffic, core diapering content—central to Pampers’ mission—remained underperforming. We saw an opportunity to rethink the experience and turn it into a true value driver.
On this project, I worked with a product designer, a project manager, the head of design, a data scientist, 4 developers and Pampers'stakeholders.
challenge.
How can Pampers turn underperforming diapering content into a standout experience that reinforces its authority as the go-to brand for diapering guidance?
approach.
We followed a holistic, data-driven approach grounded in the double diamond framework. Combining quantitative and qualitative research allowed us to identify high-impact opportunities and deliver features that truly resonated with users.
key deliverables.
1/ A research-led approach to building value.
To inform our design direction, we launched a large-scale survey on Pampers.com targeting parents and parents-to-be.
The goal: validate key hypotheses and better understand user expectations around diapering. We explored their confidence levels, concerns, content preferences (e.g. articles vs. short videos), and trusted sources of information.
Key insight: New parents prefer snackable, time-saving content—but also value detailed guidance when preparing for their baby's arrival. Size, absorption, and change frequency were major concerns, helping us identify high-value opportunities to address in the user journey.
Synthesized key survey insights to highlight user needs and align stakeholders on priority opportunities.
/ From insights to design: first wireframe iteration.
Using the survey insights, I created the first wireframe iteration of the diapering hub. I prioritized clarity, content discoverability, and contextual education.
The aim: translate user concerns into value-driven features—like size guidance tools and curated content based on parenthood stage.
/ Testing What Matters: Combining User Testing & Interviews
To validate our design decisions, I led a round of moderated and unmoderated testing with U.S.-based users via UserTesting, managing protocols end-to-end.
Feature-First Testing: We tested individual features to pinpoint which ones drove clarity and engagement.
Brand Perception Interviews: I added an interview layer to explore how users perceived Pampers as a trusted source of diapering advice.
Outcome: Synthesized insights into actionable design recommendations, ensuring that final decisions aligned with both user needs and Pampers’ strategic goals.
Test & Interview Protocol: Structured around 4 user pools to evaluate different entry points.
Features Tested: Short videos, tips carousel, podcast, quiz, AI tool — each evaluated for clarity, perceived value, and user engagement potential.
Client Presentation: key findings and actionable insights delivered to align stakeholders and guide design decisions.
results.
This research provided a clear roadmap for implementing A/B testing, and iterating on user-centered diapering content. The "Quick Tips" carousel emerged as the favorite feature, with 27 out of 28 interviewees finding it highly valuable. It was implemented on top-read articles to boost engagement, time spent on the page, and interactions—key KPIs for this project.
The diapering quiz, designed to test parents’ knowledge and reward them with diaper coupons or insights, was the second most appreciated feature (22/28 interviewees). Users found it intuitive and easy to interact with, reinforcing its potential to enhance user experience.
